Assisting Agribusiness Vocational Students in Digital Marketing Training as Entrepreneurship Preparation

Abstract

Digital transformation has encouraged businesses, including the agribusiness sector, to adapt to technology-based marketing strategies. However, the competence of Vocational High School (SMK) students in digital marketing remains low and is not yet aligned with industry needs. This community engagement program aims to enhance the digital entrepreneurship literacy and skills of Agribusiness Vocational High School (SMKS) students at Dagau Datok, Bengkulu City, through a Participatory Action Research (PAR) approach that integrates intensive training and project-based learning. The activities were carried out in four main stages: planning, action, observation, and reflection, involving 40 students as participants. Data were collected through pre-tests and post-tests, portfolio assessment rubrics, direct observation, and interviews. The results showed a significant increase in digital marketing competence, with students’ average scores rising from 45.6 to 84.3, along with the development of 12 agribusiness-based digital business prototypes with high sustainability potential. This program also successfully fostered digital entrepreneurship interest by 65% among participants. These findings indicate that experiential learning and structured mentoring can bridge the competence gap between students and the demands of the digital business sector. This program is recommended as a replicable model for strengthening digital entrepreneurship-based vocational curricula in the digital economy era.