OPTIMALISASI PEMANFAATAN PLATFORM DIGITAL MARKETING BAGI MAHASISWA SEBAGAI CALON WIRAUSAHA MUDA

Abstract

The rapid advancement of digital technology has significantly transformed the business landscape, particularly in the development of student entrepreneurship. Digital marketing has emerged as a strategic approach that enables entrepreneurs to expand market reach, enhance brand visibility, and improve business competitiveness through cost-effective and measurable promotional activities. University students, as digital natives, possess considerable potential to become successful digital entrepreneurs (studentpreneurs). However, many students continue to encounter challenges in effectively utilising digital marketing platforms, including social media, online marketplaces, and digital analytics tools. These challenges primarily involve limited understanding of effective digital marketing strategies, inadequate content creation skills, insufficient utilisation of data analytics for business decision-making, and a lack of practical entrepreneurial experience. To address these issues, this community service programme aims to enhance students' digital marketing knowledge, skills, and entrepreneurial competencies through structured training and practical mentoring. The programme emphasises the development of digital promotional strategies, creative marketing content, social media optimisation, marketplace management, and data-driven marketing practices. Through these activities, students are expected to strengthen their capacity to manage and develop independent businesses, adapt to evolving consumer behaviour, and respond effectively to increasingly competitive digital markets. Ultimately, this initiative seeks to foster an entrepreneurial mindset, promote digital business innovation, and support the development of sustainable student entrepreneurship within the contemporary digital economy.