Transforming the Knowledge and Behavior of SMEs Through Digital Marketing Training

Abstract

 This study examines the effect of digital marketing training on knowledge improvement and marketing behavior change among micro, small, and medium enterprise (MSME) members. Using a pre-experimental one-group pre-test post-test design, this study involved six members of Berkah Jaya MSME Group in Bulungan Regency, North Kalimantan as research subjects. The training intervention covered three main aspects: digital marketing through social media optimization, halal certification procedures, and digital financial bookkeeping. Data were collected using a structured 10-item questionnaire administered before (pre-test) and after (post-test) the training. The Wilcoxon Signed-Rank Test was employed to measure the significance of knowledge improvement. Results show a statistically significant increase in overall knowledge scores (pre-test: M=50.00, Mdn=65.00; post-test: M=90.00, Mdn=90.00) [Z=−2.014; p=0.022; one-tailed], with five of six participants showing improvement. Behavioral observation further confirms that all participants began actively utilizing Instagram for product promotion and registered their business on Google Maps following the training. These findings confirm that structured, practice-based digital marketing training significantly improves MSME knowledge and triggers concrete behavioral shifts toward digital adoption in border regions of North Kalimantan