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

Authors

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

DOI:

https://doi.org/10.64014/jik.v23i1.213

Keywords:

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

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

Author Biography

Deti Nudiati, University College Cork

Doctoral Student at University College Cork

References

Anzak, S., & Sultana, A. (2020). Social and economic empowerment of women in the age of digital literacy: a case study of Pakistan, Islamabad-Rawalpindi. Global Social Sciences Review, 1(1), 102-111.

Anzak, S., Sultana, A., & Zeeshan, M. (2023). Digital technologies: enabling environment for women entrepreneurs. Russian Law Journal, 11(5), 567-579.

Apasrawirote, D., Yawised, K., & Muneesawang, P. (2022). Digital marketing capability: the mystery of business capabilities. Marketing Intelligence and Planning, 40(4), 477-496.

Arnau, T. S., Traver Martí, J. A., & Lozano Estivalis, M. (2023). Building a mosque: reification and situated learning at the core of an immigrant community of practice. Ethnography and Education, 18(3), 249-263.

Bhatt, D. (2023). Digital literacy training for women entrepreneurs in the direction of Atmanirbharta-a case of Karolia Village. International Journal of Management, Public Policy and Research, 2(1), 14-19.

Bilali, J. B. (2022). Small/Medium Sized Enterprises (SMEs) competitiveness: a global perspective competitiveness of small and medium-sized enterprises. Journal of Enterprise and Business Intelligence, 2(2), 109-119.

Chibueze, T. (2021). Advancing SME-focused strategies that integrate traditional and digital banking to ensure equitable access and sustainable financial development. International Journal Science Research Archive, 4(1), 445-468.

Curnow, J. (2022). Resituating situated learning within racialized and colonial social relations. Mind, Culture, and Activity, 29(4), 301-315.

Dharmayanti, N., Fatkar, B., & Ratnasari, A. (2022). The influence of the digital economy and women’s empowerment on the family economy. Sawwa: Jurnal Studi Gender, 17(1), 47-76.

Dura, J., & Wardana, D. (2024). The sustainability role of women entrepreneurs through the digital financial literacy movement. Population and Economics, 8(3), 108-129.

Dwiyanti, A. A. R., Ayub, Z., Masriadi, M., Asdar, A., & Sahid, A. (2025). Strategies for strengthening local businesses through digital marketplace transformation in the new economy era in Bone Regency. Perspektif, 14(4), 688-699.

Hasan, R., Ashfaq, M., Parveen, T., & Gunardi, A. (2023). Financial inclusion-does digital financial literacy matter for women entrepreneurs?. International Journal of Social Economics, 50(8), 1085-1104.

Ismail, A. (2024). Information and Communication Technology (ICT) proficiency and its role in the success of Small and Medium scale Enterprises (SMEs): a study in Wa Municipality, Ghana. Library of Progress-Library Science, Information Technology and Computer, 44(3), 1-12.

Kasola, S., & Karalis, T. (2022). Suggested methods of assessing formal, non-formal, and informal learning in adults. International Journal of Education and Social Science Research, 5(2), 115-127.

Khairani, R., & Putri, T. O. D. S. (2025). The contribution of e-commerce and financial manage-ment to enhancing MSME performance in Indonesia. Journal of Business Integration Competitive, 2(1), 50-62.

Koskelainen, T., Kalmi, P., Scornavacca, E., & Vartiainen, T. (2023). Financial literacy in the digital age—a research agenda. Journal of Consumer Affairs, 57(1), 507-528.

Masrianto, A., Hartoyo, H., Hubeis, A. V. S., & Hasanah, N. (2022). Digital marketing utilization index for evaluating and improving company digital marketing capability. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1-18.

Przybylska, N., & Minga, Z. (2024). Essential competencies in digital marketing: empirical exploration. Research on Enterprise in Modern Economy, 2(2), 5-27.

Puro, I. W., & Achmad, N. (2022). Analysis of the influence of digital literacy and digital skills on marketing strategy of MSMEs in the Solo Raya Region. International Conference on Economics and Business Studies (ICOEBS 2022), 1(1), 237-246.

Rahmani, S., Abdillah, F., & Ristanti, V. (2025). Optimizing MSME sustainability through digital marketing, innovation, and financial literacy with financial technology support. Iqtishaduna: Jurnal Ilmiah Ekonomi Kita, 14(1), 212-239.

Santoso, B., Hufad, A., Wahyudin, U., & Inoue, H. (2024). Digital literacy transformation: digital marketing competence for Micro, Small, and Medium Enterprises (MSMEs). Journal of Nonformal Education, 10(2), 332-342.

Santoso, B., Hufad, A., Wahyudin, U., Saepudin, A., & Purnomo, P. (2023). The effect of digital literacy competence toward the income of home industry entrepreneurs. Lembaran Ilmu Kependidikan, 52(1), 36-42.

Santoso, B., Suwatno, S., Sutarni, N., Hufad, A., Hadijah, H. S., Purnomo, P., Mutamam, M. H. A., & Komara, D. A. (2025). Zero waste training based on ecological entrepreneurship Bandung City. Curricula: Journal of Curriculum Development, 4(1), 595-608.

Simándi, S. (2023). Non-formal learning activities - adult learning initiatives. Acta Educationis Generalis, 13(1), 96-106.

Solfa, F. D. G., De Oliveira, S. C., & Simonato, F. R. (2023). Stimulating e-business capabilities and digital marketing strategies on business performance in e-commerce industry. International Journal of Computations, Information and Manufacturing (IJCIM), 3(2), 1-12.

Supriyadi, N., & Ramadhan, G. (2025). The influence of social media on the marketing of home-based bread MSME products. International Journal of Economic and Tourism Research, 1(2), 29-46.

Suyanto, B., Sugihartati, R., Egalita, N., Mas’udah, S., Singgih, D. S., & Sudarso. (2023). Digital literacy and survival mechanism of micro-small enterprises in practicing sharing economy. Cogent Social Sciences, 9(2), 1-14.

Utami, M. A. J. P., Priyana, I. P. O., Rahmanu, I. W. E. D., Lasmini, N. N., & Lastari, N. K. H. (2024). An exploration of digital marketing, financial literacy, and website empowerment for small enterprises in Melaya Village, Bali. Journal of Community Service and Empowerment, 5(2), 392-403.

Varga, J. (2021). Defining the economic role and benefits of micro, small and medium-sized enterprises in the 21st century with a systematic review of the literature. Acta Polytechnica Hungarica, 18(11), 209-228.

Wenger, E. (1998). Communities of practice: learning as a social system. Systems Thinker, 9(5), 2-3.