Volume 3, Number 6, April�2022 e-ISSN: 2797-6068 and p-ISSN: 2777-0915
|
� KEYWORDS business feasibility, digital marketing,
village nursery ARTICLE
INFO Accepted: March, 21st 2022 Revised: April, 3rd 2022 Approved: April, 5th 2022 |
ABSTRACT This community service project aims to assist
and encourage Adijaya Village Seedling Garden in
developing digital marketing strategies and conducting business feasibility
studies. Adijaya Village Seedling Garden (VSG), Pekalongan, East Lampung, is an example of how digital
marketing is not commonly employed, especially in areas and villages. Another
issue is that partners lack the necessary skills to write Business
Feasibility Study Reports. Partners require the creation of a Firm
Feasibility Study Report in order to reduce the danger of loss by determining
whether or not a business can be run continually. This service activity's
execution technique includes training and guidance in order to lay the
groundwork for online marketing in Adijaya village
and business feasibility studies. This service activity went off without a
hitch, and the participants were enthusiastic in their participation. The
training participants should be able to understand and implement marketing
strategies as well as conduct business feasibility studies as a result of
this activity. |
INTRODUCTION
Since most of society's daily activities are now
heavily reliant on technology, people must keep up with its
changing advances (Light
et al., 2019). The wider
population, including people who live in remote locations, is in desperate need
of technological advancements, particularly the internet (Cowie
et al., 2020). The internet can
be used as a digital marketing tool in addition to being
a communication medium (Bala
& Verma, 2018). The internet's
presence has been shown to facilitate access to any information for anyone,
particularly business people who can utilize the internet to receive relevant
and acceptable information to help their commercial activities. Today, the
internet is used to implement company tactics such as
marketing, sales, and service (Katsikeas
et al., 2019). This phenomenon
has created a shift in the century from the information era to the internet
age, as it may break through numerous
restrictions and limitations (Irmawati, 2011).
People in Indonesia are quite familiar with digital
marketing, and they frequently use social media as well as online buying and
selling applications, or E-Commerce, to make it easier for them to buy or sell
their commodities. Buying and selling on social media and through E-Commerce is
not difficult, especially when utilizing E-Commerce applications, because when
there are new users, the E-Commerce program will provide instructions on how to
use the application. Apart from application tutorials, we may use Youtube to
watch instructions on how to use
the E-Commerce application that we use (Ferdiana
& Wahab, 2019). E-commerce
applications are also available on Smartphones, where the majority of people
are already familiar with using them, therefore they do not
require people to have equipment like
PCs or laptops
to utilize them (Chmielarz
& Parys, 2018).
Digital marketing's major purpose is to give marketers
with a big and diverse target audience in order to maximize sales (Redjeki
& Affandi, 2021). This is ideal
for use in locations where people may be unaware of or uninterested in
technology, resulting in a limited market for items from that region.
Even while the benefits of digital marketing cannot be
contested in terms of facilitating commercial activities, it has yet to be
widely adopted and used in rural areas. This can be caused by villagers who are
unaware of digital marketing or who are aware but have not been able to put it
to use. Adijaya Pekalongan Village in East Lampung, for example, participates
in this service project. Adijaya Village has a Village Nursery Garden (VNG),
which is a site where residents active in RPL can grow and distribute
seeds/seedlings. VNG's additional functions include
production, variety, aesthetics, the environment, service, and sustainability.
The goal of establishing a Village Seedling Garden (VSG)
is to produce high-quality seeds at the correct time, in the right type, and in
the right amount, as well as to get financial benefits in order to grow into a
commercial enterprise. KBD is administered by community groups who create seeds
of several sorts of forest plants using government/provincial financing.
Adijaya Village Nursery has a formal corporate entity in the form of a CV, and
there are three blocks of nursery locations totaling about 2 hectares.
The use of digital marketing by KBD will make the
product widely known and if used properly, it can get maximum benefits and improve
the community's economy (Khan
et al., 2021). This is also
motivated by the condition of the local community, the majority
of whom work
as farmers (Mwanika
et al., 2021). Farmers can
cultivate plant seeds in KBD for personal consumption or the surrounding area
to obtain sustainability in the form of commodity cultivation and in its management will gain economic benefits (Warya
et al., 2018). The following is
�data on residents of Adijaya Village who
make a living in various fields.
|
Table 1. Livelihoods
of Adijaya Village residents |
|||
|
No |
Indicator |
2015 Y (people) |
2016 Y (people) |
|
1 |
Farm workers |
298 |
300 |
|
2 |
Farmer |
468 |
598 |
|
3 |
Traders/Entrepreneurs |
312 |
341 |
|
4 |
Craftsman |
5 |
3 |
|
5 |
Civil servant |
28 |
24 |
|
6 |
TNI/Polri |
4 |
4 |
|
7 |
Seamstress |
6 |
6 |
|
8 |
Mechanic |
3 |
3 |
|
9 |
Driver |
4 |
6 |
|
10 |
Private
sector employee |
26 |
60 |
|
11 |
Contractor |
1 |
1 |
|
12 |
Mason/timber |
14 |
16 |
|
13 |
Teacher |
6 |
8 |
|
Source: Adijaya Village monograph document, 2016 |
|||
Based on this data, it is
known that the majority of Adijaya Village residents
work as farmers, with a total of 468 people in 2015 and 598 in 2016. With the
number of residents whose livelihoods as farmers will support the
sustainability of KBD in Adijaya Village, farming
communities can synergize with KBD to develop various plant seeds that have the
potential to be marketed and sold outside Pekalongan
District. The nursery center in Pekalongan
District is an asset of the East Lampung Regency Government so it is hoped that
the existence of a nursery center in Pekalongan District is able to create jobs and improve the
community's economy.
Economic conditions often make
farmers sell seeds at low or low prices so that marketing efficiency is not
achieved (Kyomugisha et al., 2018). The long marketing channel also contributes to the
small profit earned by the farmers (Micu et al., 2022). This is in contrast to the most important aspect of
obtaining profits from farming, namely overseeing the marketing process where
the activities of the product flow process from farmers to consumers (Setiawan & Fadillah, 2021). KBD farmers in Adijaya
Village still do marketing in the conventional way, namely direct marketing by
selling production seeds to consumers in government projects or
non-governmental organizations. In order to increase market ing
activities, it is necessary to have a new, qualified strategy in the form of
clear bookkeeping to improve the existing system.
The problems do not stop
there, partners in Adijaya Village do not yet have
the ability to compile a Business Feasibility Study Report. In an effort to
avoid the risk of loss, the preparation of a Business Feasibility Study Report
is needed by partners to see whether a business is feasible to do in the long
term (Heinrich & Kabourek, 2019). Partners will get convenience for planning,
monitoring, and controlling their business (Results of Interviews and
Discussions with Partners) from the Business Feasibility Study Report. Reporting
can be done before or after the business is run. Limited capital is one of the
reasons why the preparation of the Feasibility Study Report is rarely carried
out due to the relatively high cost. Understanding and self-awareness of the
importance of a feasibility study is still not emerging. Business actors often
assume that a feasibility study is needed only to apply for bank credit. There
are many important aspects that determine the feasibility of a business plan,
namely; technical aspects of production, legal aspects, market and marketing
aspects, socio-economic aspects, environmental aspects, management aspects, and
financial aspects. From all the aspects above, the results of the analysis must
arrive at a thorough feasibility. This service activity aims to provide
assistance and guidance to KBD Adijaya in digital
marketing strategies and to help compile a Business Feasibility Study Report.
Coaching related to improving the
community's economy has also been carried out by Chotimah & Anggraini (2018), who conducted community
empowerment through improving the quality of education, economy, health and
environment in warujaya village. In the village of Rempoa, Priadi et al. (2020) implemented the way to strengthen the
village's resource-based creative economy. Hapsari et al. (2019), who conducted the improvement
of the household
economy by managing bananas. This
service is distinct from the others since it contributes to economic
advancement by empowering people through technology and doing business
feasibility studies.
RESEARCH METHOD
In this service activity there is an
implementation method that will be applied, namely training and guidance to
create the foundation for online marketing in Adijaya village. The steps to be
taken are as follows:
1.
Socialization and Counseling Stage
The first stage is
to collaborate/coordinate with village officials to obtain permits and gather
the community for socialization. The PKM team will conduct socialization and
counseling to all village components by conveying the work program, the content
of the program, the aims and objectives as well as the expected output from the
counseling results. To attract and increase the interest of the village
community, the delivery method used can be accompanied by real examples of the
results of implementing digital marketing and e-commerce, such as long-term
benefits.
2.
Training and Digital Marketing Team
Formation Stage
The next
stage, the PKM Team will conduct training by gathering communities consisting
of business actors and their managers to create a team that will operate the
platform, in the form of online buying and selling stalls and social media. The
training consisted of how to do digital marketing, how to make products look
attractive and create a desire to buy, how to operate social media and online
buying and selling stalls, and delivery of goods. The training will focus on e-commerce systems based on B2C (business
to consumer).
3.
Trial Stage
At this
stage, after the team is formed, a trial will be carried out by marketing one
of the superior products of the Tribumi Makmur village, namely processed coffee
online. This stage is accompanied by the PKM team to see if the product can
create a buzz or get a reaction from consumers and can be sold at least 30% of
the total production. If the product is successful in attracting attention and
being sold, the team and business actors can start innovating to add other
categories/types of products they want to sell.
4.
Monitoring and Evaluation Stage
At this stage the
PKM team will assist while monitoring the performance of the digital marketing
team that has been formed for less than a month. After monitoring the PKM team
will evaluate and determine whether they can let go of their hands or have to
be accompanied. The things that are considered in the evaluation are the team's
performance in terms of operating social media and online buying and selling
stalls, sales performance and revenue obtained during the last month, as well
as product innovations that have been produced by business
actors and the digital marketing team.
Activity Method
1.
Lecture and Question and Answer Method
The
lecture method is used to deliver basic or advanced material orally about the
goals, objectives and targets for achieving activities and motivation to
achieve goals.
2.
Demonstration Method
This method will be used to show how it
works to carry out the steps for making a business feasibility study. This
method will help participants better understand the material presented
3.
Informal discussion method
Non-formal discussions will be built after
the delivery of the material, to discuss material that is not clear or answer
other forms of follow-up questions.
RESULT AND DISCUSSION
Community Service Activities (CSA) will be held on
17-18 September 2021 with 20 participants from farmer groups who breed plant
seeds. Overall this service activity went smoothly and in accordance with the
material agenda that had been planned, the participants looked enthusiastic and
active in discussion activities with the presenters.
The service activity begins with distributing questionnaires
in order to measure the participants' initial understanding of digital
marketing and business feasibility. The purpose of the pretest is to determine
the knowledge and the extent of the participants' understanding of the
material.
The next agenda, the presentation of digital marketing
knowledge such as the types of digital marketing, objectives, and digital
marketing media. The second material is about a business feasibility study
which includes understanding business feasibility, objectives, stages and
aspects of business feasibility. Educational and training activities aim to
educate captive business actors or plant nurseries on how to change
conventional marketing into digital-based marketing and provide insight on how
to make business feasibility studies. Activity participants are given printouts
of materials to support the process of socialization activities.
Figure 1. Material Presentation
Training activities for the preparation of feasibility
studies are carried out for approximately 3 hours per meeting. The main
activity carried out is sharing the problems that participants face during the
activity, identifying the variables of a business feasibility study together.
Furthermore, for financial reporting and business feasibility, details are made
to determine the value in the financial statements and feasibility studies.
Before the practice of preparing reports is carried out, the first step taken
is to invite the participants to understand the business processes of each partner.
Activities are carried out when socialization and data collection are carried
out. What is emphasized in this activity is a detailed understanding of the
flow of the process of preparing a business feasibility report and identifying
the necessary variables.
The following is the material presented:
1. Business
feasibility aspects;
2. The
importance of business feasibility;
3. Definition
of business feasibility;
4. Business
feasibility framework;
5. Formal
form of business feasibility;
6. Independent
practice of making business plans;
7. Evaluation
of business planning results and business management questions and answers
The media used for the training activities are laptops
and printed materials. With the lecture method and question and answer
discussion. �The questions that were distributed to
participants at the beginning of the test (pre-test) and at the end of the test
(post-test) were designed with the aim of seeing the extent of progress
achieved by each participant. The assessment indicators or specific instructional
objectives for each of the second part of the test are as follow:
|
Tabel 2. Indicator on
Pre-test and Post-test |
||||
|
No |
Indicator |
Butir Soal |
Jumlah Soal |
Prosentase (%) |
|
1 |
Understanding of digital marketing |
1 |
1 |
20 |
|
2 |
Understanding of social media creation marketing for
promotional tools |
1 |
1 |
20 |
|
3 |
Understanding of business feasibility calculation |
1 |
1 |
20 |
|
4 |
Understanding of the importance of business
development feasibility |
1 |
1 |
20 |
|
5 |
Understanding of Household Financial Management and
Cash Flow Bookkeeping |
1 |
1 |
20 |
|
Total |
5 |
100 |
||
|
Source: Questionnaire,
2021 |
|
|
||
The following is a
summary of the post-test results
that have been carried out:
Figure 2.
Post-test results
Based on the post-test results, it was
found that the average total respondents' understanding of the 5 indicators
asked was 41%. The second indicator that asks about knowledge about marketing
and making social media for promotional tools is the highest indicator of 80%
answered by respondents. While the 5th indicator which asks about knowledge
about household financial management and cash flow bookkeeping is the lowest
indicator at 20% answered by respondents.
The following are the results of the post-test that has been carried
out:
Figure 3
Post-test result
The post-test results showed a
significant increase, from the initial total average of 41%, then increased to
92%. In the 2nd indicator, 100 respondents answered that they understood how
the marketing strategy was by creating social media.
The
following is a summary of the results of the pre-test and post-test
Table 2. Indicator Improvement
|
No |
Achievement |
TIK 1 |
TIK 2 |
TIK 3 |
TIK 4 |
TIK 5 |
Value |
|
1 |
TIK Pre-Test |
45% |
80% |
35% |
25% |
20% |
41% |
|
2 |
TIK Post-Test |
92% |
100% |
92% |
92% |
83% |
92% |
Table 2 provides information about the summary of the
results of the pre-test and post conducted. A quite
significant increase was found in the 4th indicator which increased by 67%.
This means that there is an increase in respondents' understanding of knowledge
about the importance of business development feasibility. Overall, all
indicators show improvement, which reflects an increase in respondents'
understanding after this activity is carried out.
The following are the results of observations during mentoring activities:
1. All participants participated in the entire training
process from start to finish, the activities that had been designed were 100%
carried out, and the attendance rate of the resource persons was 100%.
2.The material as a whole can be delivered and the
participants show enthusiasm during the training activity, so that the target
for delivering the training material is achieved successfully.
3. After the presentation of the material, a question
and answer session and discussion were held. Participants seemed to ask many
things which showed curiosity about the material that had been presented.
4. Follow-up activities
5. With this socialization activity, the participants
are expected to be able to disseminate the knowledge and information that has
been received to the surrounding community and in the work environment of each
participant.
Figure 4. Photo with the
Speakers and Participants
CONCLUSION
A quite significant increase was found in the 4th
indicator which increased by 67%. This means that there is an increase in
respondents' understanding of knowledge about the importance of business
development feasibility. Overall, all indicators show improvement, which
reflects an increase in respondents' understanding after this activity is
carried out.
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Copyright holders:
Ida Budiarty, Zulda Emalia, Emi Maimunah, Nurbetty Herlina Sitorus (2022)
First publication right:
Devotion - Journal of Community Service
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