Strategi Marketing untuk Peningkatan Kapasitas Pengurus Koperasi Merah Putih Pagar Dewa Kota Bengkulu
DOI:
https://doi.org/10.36085/jams.v6i2.10636Kata Kunci:
Kapasitas koperasi, Koperasi Merah Putih Pagar Dewa, pemasaran digital, transformasi digitalAbstrak
Koperasi Merah Putih Pagar Dewa Kota Bengkulu diharapkan memperkuat ekonomi lokal, tetapi pengurus masih menghadapi keterbatasan literasi pemasaran digital dan jangkauan pasar. Kegiatan pengabdian ini bertujuan memperkuat kapasitas pemasaran digital pengurus koperasi tersebut dan dilaksanakan bersama Dinas Koperasi Kota Bengkulu sebagai mitra kelembagaan. Kegiatan satu hari selama enam jam (09.00–15.00 WIB) diikuti 30 pengurus melalui identifikasi kebutuhan, penyusunan materi, pelatihan, praktik terbimbing, diskusi, dan evaluasi. Persepsi pemahaman mandiri terhadap pemasaran digital diukur menggunakan instrumen 10 butir dengan skala respons 1–4 sebelum dan sesudah kegiatan. Skor mentah 10–40 dinormalisasi ke skala 0–100 menggunakan rumus ((skor − 10)/30) × 100. Seluruh peserta (30 orang) memberikan respons lengkap pada kedua pengukuran. Rerata skor normalisasi meningkat dari 30,00% (SD = 30,00 poin persentase) pada pre-test menjadi 60,00% (SD = 46,67 poin persentase) pada post-test, atau naik 30,00 poin persentase dan menjadi dua kali rerata awal. Analisis deskriptif menunjukkan peningkatan langsung persepsi pemahaman pemasaran digital, meskipun penyebaran skor yang lebar, sifat pengukuran yang berbasis penilaian diri, dan belum adanya pengukuran tindak lanjut mengharuskan hasil ditafsirkan secara hati-hati.
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