Peningkatan Literasi Digital Marketing Mahasiswa Asean Melalui Digicultour Abdimas Internasional di Pangasinan State University, Filipina

Afifani Aulida Romadhoni; Alshaf Pebrianggara; Andry Rachmadany

doi:10.30605/atjpm.v7i1.7157

Authors

Afifani Aulida Romadhoni Universitas Muhammadiyah Sidoarjo
Alshaf Pebrianggara Universitas Muhammadiyah Sidoarjo
Andry Rachmadany Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.30605/atjpm.v7i1.7157

Keywords:

Digital Marketing, Pengabdian Masyarakat International, Media Sosial, Transformasi Digital, Literasi Digital

Abstract

Di era transformasi digital, literasi digital marketing menjadi kunci utama dalam meningkatkan daya saing pelaku usaha, khususnya bagi Usaha Mikro, Kecil, dan Menengah (UMKM). Program DigiCulTour merupakan kolaborasi internasional antara Universitas Muhammadiyah Sidoarjo (UMSIDA) dan Pangasinan State University (PSU) Filipina, yang bertujuan meningkatkan literasi digital marketing mahasiswa ASEAN melalui pelatihan, seminar, serta kompetisi pitching. Kegiatan ini memfokuskan pada pemanfaatan platform media sosial seperti TikTok, Instagram, dan Facebook Marketplace yang populer di Indonesia dan Filipina. Metode pelaksanaan mencakup penyampaian materi, studi kasus, praktik kampanye digital, serta evaluasi langsung. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap konsep digital marketing, terbentuknya forum diskusi internasional, serta penguatan keterampilan soft skill komunikasi dan kolaborasi lintas budaya. Program ini tidak hanya memperluas wawasan global mahasiswa, tetapi juga menjadi sarana efektif dalam penguatan kompetensi digital marketing di kawasan ASEAN, mendorong pengembangan usaha yang adaptif di era digital.

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