Evaluating a community-based learning model: literacy impact on rural women's marketing competence

Purnomo Purnomo; Nani Sutarni; Lenny Nuraeni; Deti Nudiati

doi:10.64014/jik.v23i1.213

Evaluating a community-based learning model: literacy impact on rural women's marketing competence

Purnomo ^{Universitas Pendidikan Indonesia,} , Nani Sutarni ^{Universitas Pendidikan Indonesia,} , Lenny Nuraeni ^{Institut Keguruan dan Ilmu Pendidikan Siliwangi,} , Deti Nudiati ^{University College Cork,} ,

27 February 2026 · Vol. 23 No. 1 (2026): Inovasi Kurikulum, February 2026 · Articles

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Abstract

Rural women entrepreneurs face a significant digital divide that hinders their competitiveness. While the importance of digital literacy is known, effective learning models for this context are under-researched. This study evaluates the effectiveness of a community-based digital entrepreneurship learning model implemented in the Local Hero Community in Lampegan Village, Indonesia. The model uniquely integrates a core curriculum on digital economic literacy with a practical learning laboratory, WanojaMart, a local marketplace grounded in a Community of Practice framework. Using a quantitative survey of community members, simple linear regression was employed to assess the impact of digital economic literacy on digital marketing competence. The results revealed a high, positive, and statistically significant correlation. The analysis further showed that digital economic literacy accounted for a large portion of the variance in digital marketing competence. This study concludes that the integrated community-based model is an effective and replicable strategy for translating digital literacy into tangible marketing skills. The findings provide a blueprint for empowerment policies, demonstrating that structured, context-specific training linked to real-world platforms is essential for bridging the digital divide and advancing the Sustainable Development Goals.

Abstrak

Pengusaha perempuan di pedesaan menghadapi kesenjangan digital signifikan yang menghambat daya saing mereka. Meskipun pentingnya literasi digital telah diketahui, model pembelajaran yang efektif untuk konteks ini masih kurang diteliti. Penelitian ini mengevaluasi efektivitas model pembelajaran kewirausahaan digital berbasis komunitas yang diterapkan pada Komunitas Local Hero di Desa Lampegan, Indonesia. Model ini secara unik mengintegrasikan kurikulum inti literasi ekonomi digital dengan laboratorium pembelajaran praktis, yaitu marketplace lokal WanojaMart, yang didasarkan pada kerangka Community of Practice. Menggunakan pendekatan survei kuantitatif terhadap anggota komunitas, analisis regresi linier sederhana digunakan untuk mengukur dampak literasi ekonomi digital terhadap kompetensi pemasaran digital. Hasil penelitian menunjukkan adanya korelasi yang tinggi, positif, dan signifikan secara statistik. Analisis lebih lanjut menunjukkan bahwa literasi ekonomi digital mampu menjelaskan sebagian besar varians dalam kompetensi pemasaran digital. Studi ini menyimpulkan bahwa model berbasis komunitas yang terintegrasi adalah strategi yang efektif dan dapat direplikasi untuk menerjemahkan literasi digital menjadi keterampilan pemasaran yang nyata. Temuan ini memberikan cetak biru untuk kebijakan pemberdayaan, menunjukkan bahwa pelatihan terstruktur dan kontekstual yang terhubung dengan platform dunia nyata sangat penting untuk menjembatani kesenjangan digital dan mendukung Tujuan Pembangunan Berkelanjutan.

Kata Kunci: kompetensi pemasaran digital; komunitas praktik; literasi ekonomi digital; pembelajaran berbasis komunitas; pemberdayaan perempuan

Keywords : community-based learning , community of practice , digital economic literacy , digital marketing competence , rural women

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