Empowering Entrepreneurs With Disabilities By Enhancing Digital Marketing Skills Through E-Marketplace Design and Content Marketing Training
DOI:
https://doi.org/10.56956/2y8ef174Keywords:
Disabilities entrepreneurs, content marketing, E-commerce, participatory action researchAbstract
The empowerment of entrepreneurs with disabilities is frequently hindered by physical mobility constraints and limited marketing literacy. This community service initiative aimed to build the digital marketing skills of the VirageAwie community in Cimareme Village, West Bandung. The program involved 50 participants (20 individuals with disabilities and 30 non-disabled members) focusing on their bamboo speaker innovation known as "Awietronix". We utilized a Participatory Action Research (PAR) approach carried out across four cycles, using pre-test and post-test instruments to measure cognitive progress. Based on the results, there was a substantial growth in digital marketing literacy. The average cognitive score of the disabled participants rose sharply from 46.9 to 82.8. Practically speaking, the hands-on training in setting up a Shopee storefront and creating video content created a direct operational impact. It successfully ended a production standstill of zero units, driving the output up to 93 units by October. This digital transition also led to massive financial benefits, recording a total revenue of IDR 42,000,000 over a four-month period. To conclude, combining e-commerce platforms with visual content marketing is an effective way to overcome physical barriers, expand digital literacy, and establish an inclusive economic independence model for entrepreneurs with disabilities.
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