Efektivitas Pelatihan Live Streaming Shopping dalam Meningkatkan Kompetensi Pemasaran Produk UMKM Anggota IWAPI Depok
DOI:
https://doi.org/10.61231/zgk56g73Keywords:
MSMEs. Live Streaming Shopping, Marketing Competence, Training Effectiveness, Cohen’s dAbstract
This community service program conducted by the Jakarta State Polytechnic, Accounting Department, aims to improve the product marketing competency of MSME members of IWAPI Sawangan, Depok. The training was conducted at the Sawangan District Office with a training approach that refers to the Dessler model, including the stages of analysis, identification of partner needs, design (planning), as well as evaluation and development. The evaluation method used a pre-test and post-test to measure the increase in knowledge and skills of participants. The results of the analysis showed a significant difference between the pre-test and post-test scores, where the t value ≈ 8.55 and degrees of freedom (df = 23), this value is much greater than the t-table (around 2.07 at α = 0.05). The effect size (Cohen's d) value of 1.02 indicates a large effect, meaning the training had a very strong influence on improving participants' marketing competencies. Live Streaming Shopping training has proven to be very effective in strengthening the ability of MSMEs to utilize digital marketing strategies. Thus, this training can be a strategic solution for MSMEs to increase competitiveness in the era of digital transformation
References
Angraini, D., Riady, Y., Putimasurai, P., Pratama, A., Sadria, A., & Rosmiati, R. (2024). Transformasi digital dalam meningkatkan daya saing usaha mikro, kecil, dan menengah (UMKM) Indonesia: Sebuah tinjauan sistematis. Eklektik: Jurnal Pendidikan Ekonomi dan Kewirausahaan, 7(2). http://dx.doi.org/10.24014/ekl.v7i2.33958
Chen, C., & Lin, Y. (2023). Exploring the effectiveness of live streaming commerce: Consumer engagement, trust, and purchase intention. Journal of Retailing and Consumer Services, 71, 103–118. https://doi.org/10.1016/j.jretconser.2023.103118
Dessler, G. (2020). Human Resource Management (16th ed.). Pearson Education.
Fatimah, Efriyanto, Supriatnoko, & Ariyanti, T. (2025). The role of customer review towards Gen-Z customer trust with the transformation of consumer behavior as a moderating variable and shopping experience as an intervening variable. KnE Social Sciences: The 6th International Conference on Technology, Education, and Social Science.
Fatimah, dkk. (2023). Rendahnya adopsi digital marketing pada UMKM anggota IWAPI Depok. Jurnal Ekonomi Bisnis, 22(1), 25–34. https://doi.org/10.32722/eb.v22i1.5763
Guo, J., Li, X., & Xu, Y. (2021). Live streaming commerce and consumer purchase behavior: Evidence from China. Electronic Commerce Research and Applications, 46, 101027. https://doi.org/10.1016/j.elerap.2021.101027
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lantana, D. A., Lestari, R., Kusumaningrum, A. P., Waluyo, T., & Fauziah. (2025). Pelatihan pembukaan akun TikTok Shop dan live streaming sebagai upaya digitalisasi UMKM Kelurahan Jagasatru. Jurnal Pengabdian Masyarakat Kita Semua, 3(3), 45–52.
Lestari, N. P., & Choirunnisa, Z. (2025). Transformasi digital dan ketahanan UMKM: Systematic literature review (SLR). Jambura Economic Education Journal, 7(1), 1–15. Universitas Negeri Gorontalo. https://ejurnal.ung.ac.id/index.php/jej/article/view/26333
Maharani, N., Purwandari, B., & Purwaningsih, E. (2024). Analisis masalah dan solusi live streaming shopping: Tinjauan literatur sistematis. Jurnal Teknologi Informasi dan Ilmu Komputer, 11(6). https://doi.org/10.25126/jtiik.2024118613
Maharani, S., & Dirgantara, I. M. B. (2023). Faktor-faktor yang mempengaruhi immersion saat live streaming shopping serta pengaruhnya terhadap minat pembelian. Jurnal Ilmiah Ekonomi Islam, 9(2). https://doi.org/10.29040/jiei.v9i2.9854
Mudjahidin, M., Putri, H. A., Aristio, A. P., Junaedi, L., & Baihaqy, A. (2025). Stream smart, buy smart: Optimizing persuasive strategies for enhanced decisions in live streaming commerce. RAUSP Management Journal, 60(1), 314–333. https://doi.org/10.1108/RAUSP-10-2024-0206
Muharir. (2023). Transformasi digital: Implikasi usaha mikro kecil menengah (UMKM) di era teknologi. Mabsya: Jurnal Manajemen Bisnis Syariah, 6(2). https://doi.org/10.24090/mabsya.v6i2.10445 (doi.org in Bing)
Ningrum, D. F., & Umaroh, L. (2024). Efektivitas strategi live streaming dalam meningkatkan minat beli generasi Z. Jurnal Bina Manajemen, 13(1). https://doi.org/10.52859/jbm.v13i1.682
Shofwan, I., Fakhruddin, Febrianto, R. A., & Munib, A. (2025). Strategi pembelajaran kewirausahaan dalam pemasaran digital bagi UMKM melalui platform TikTok dan Shopee. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 4(1), 12–20.
Wardana, D., & Fauziah, S. (2025). Transformasi digital UMKM: Peran pemasaran digital terhadap keberlanjutan finansial melalui pertumbuhan penjualan. JIAI: Jurnal Ilmiah Akuntansi Indonesia, 10(2), 162–171. https://doi.org/10.32528/jiai.v10i2.4195 (doi.org in Bing)
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2021). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Zikri, H. (2024). Transformasi ekonomi digital untuk meningkatkan produktivitas dan daya saing UMKM di Indonesia. Glossary: Jurnal Ekonomi Syariah, 2(1), 16–25. https://doi.org/10.52029/gose.v2i1.206 (doi.org in Bing)
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fatimah Fatimah, Fajriana Khusnul Khotimah, Indianik Aminah, Heidy Puspa Alyssa, Lini Ingriyani
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
