Strengthening Industry 4.0 vocational digital competence for local product marketing

Budi Santoso; Suwatno Suwatno; Nani Sutarni; Fuad Adman; Hady Siti Hadijah; Purnomo Purnomo; Mohamad Hadi Ali Mutamam; Diemas Arya Komara

doi:10.17509/dedicated.v4i2.730

Authors

Budi Santoso Universitas Pendidikan Indonesia
Suwatno Universitas Pendidikan Indonesia
Nani Sutarni Universitas Pendidikan Indonesia
Fuad Adman Universitas Pendidikan Indonesia
Hady Siti Hadijah Universitas Pendidikan Indonesia
Purnomo Universitas Pendidikan Indonesia
Mohamad Hadi Ali Mutamam Universitas Pendidikan Indonesia
Diemas Arya Komara Universitas Padjadjaran

DOI:

https://doi.org/10.17509/dedicated.v4i2.730

Keywords:

affiliate marketing, digital marketing, Industry 4.0, local marketplace, vocational digital competence

Abstract

Vocational institutions in Indonesia face a persistent gap between digital marketing competence and Industry 4.0 demands. SMK and LKP An-Nur Ibun in Bandung Regency exemplified this gap: local flagship products were marketed conventionally, with no branding and no managed digital channels. This Community Service (PkM) program aimed to strengthen the vocational digital competence of 45 teachers, tutors, and learners across six areas (vocational digital literacy, digital marketing, branding and value proposition, digital content and AI tools, marketplace management, and affiliate marketing) and to activate an integrated digital marketing channel through the wanojamart.com marketplace and linked social media. We used a one-group pretest-posttest design, with Hake's normalized gain and a Wilcoxon signed-rank test for quantitative evaluation, and thematic analysis for qualitative data. Competence improved significantly across all six areas (Wilcoxon Z = -5.84, p < .001, r = 0.87), with a mean normalized gain of g = 0.68 (medium, approaching high), largest in affiliate marketing (g = 0.71) and digital content and AI tools (g = 0.75); output indicators averaged 97.3% of targets. The model integrating competence strengthening, AI-tools transfer, and marketplace activation within a Teaching Factory scheme shows promise as a replicable empowerment approach for vocational institutions with limited market access.

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