WHATSAPP BUSINESS WORKSHOP AS A DIGITAL MARKETING PRACTICE TOOL FOR MARKETING STUDENTS OF SMK IQRO PASAR KEMIS

Authors

  • Lukman Azhari
  • Syepry Maulana Husain Universitas Muhammadiyah Tangerang image/svg+xml
  • Ri Sabti Septarini

DOI:

https://doi.org/10.31000/cswb.v5i2.14743

Abstract

Amid limited digital-marketing practice in vocational curricula, 80 grade-XI marketing students of SMK Iqro, Pasar Kemis, completed a four-day WhatsApp Business (WAB) workshop. Grounded in experiential-learning theory, the intervention blended classroom tutorials, hands-on catalogue creation, and field mentoring for five nearby MSMEs. Pre-test/post-test results showed a significant knowledge leap (51.9 ± 9.7 to 87.2 ± 6.4; Cohen’s d = 3.3, p < 0.001). Ninety-five percent of students produced full WAB catalogues and 89 % activated automated replies. Partner MSMEs recorded a 2.1-fold rise in customer inquiries after implementing student-designed broadcast campaigns. The study confirms that a brief, low-cost workshop can simultaneously elevate student competencies and deliver tangible benefits to local enterprises.

Author Biography

References

Ab Halim, N., Nazri, N., & Bahari, A. U. (2024). Beyond The Classroom: Harnessing Social Media for Post-Academic Education Marketing. Borneo Engineering & Advanced Multidisciplinary International Journal, 3(1), 24–35.

APJII. (2025). Infografis penetrasi dan profil pengguna internet Indonesia 2025. Asosiasi Penyelenggara Jasa Internet Indonesia.

Bringle, R. G., & Hatcher, J. A. (2011). International service learning. Journal of Higher Education Outreach and Engagement, 15(4), 3–28.

Dlamini, N. F. (2024). The Use of Social Media to Support Teaching and Learning in Technical and Vocational Education and Training Colleges [Master’s Thesis, University of South Africa (South Africa)]. https://search.proquest.com/openview/17be25ae8d371bb26221784ddff27cba/1?pq-origsite=gscholar&cbl=2026366&diss=y

Eraut, M. (2018). Informal learning in the workplace: Evidence on the real value of work-based learning. Development and Learning in Organizations, 32(5), 8–11. https://doi.org/10.1108/DLO-05-2018-0060

Kolb, D. A. (2014). Experiential learning: Experience as the source of learning and development (2, Ed.). Pearson Education.

Kraus, S., Palmer, C., Kailer, N., Kallinger, F., & Spitzer, J. (2022). Digital entrepreneurship: A research agenda on new business models for the digital age. Technological Forecasting and Social Change, 146, 353–365. https://doi.org/10.1016/j.techfore.2019.03.021

Kusuma, D. A., & Prabowo, H. (2023). Digital-marketing competency for vocational high-school students: A systematic literature review. Journal of Vocational Education Research, 15(2), 145–162.

Lave, J., & Wenger, E. (1991). Situated learning: Legitimate peripheral participation. Cambridge University Press.

OECD. (2023). Enhancing vocational education and training (VET) for inclusive and future-proof skills. OECD Publishing.

Oladokun, B. D., Enakrire, R. T., Morodi, L., & Haruna, U. (2025). Usage of WhatsApp for Teaching and Learning among Young People in Higher Education Institutions (HEIs). Youth Voice Journal, 15(3). https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=20492073&AN=189127776&h=%2BXNpmce7RaXugroFQxrq1BNUfxD0g113xpedWqevAEwIg6UZqdVATOUh%2BcVuileEH9gM5fJLXbiVi9lmjy3%2BZw%3D%3D&crl=c

Permata, A. G., Febriana, P., & Rochmaniah, A. (2023). WhatsApp Business training for university marketing students: Impact on knowledge and self-efficacy. Journal of Community Engagement in Business, 7(3), 1789–1800.

Rahayu, R., & Day, J. (2017). Determinant factors of e-commerce adoption by SMEs in a developing country. Journal of Enterprise Information Management, 30(3), 388–410. https://doi.org/10.1108/JEIM-12-2015-0098

Setiawan, M. R. S., Mendrofa, E. L. A. M., & Pramana, G. M. A. P. (2020). Border Management: Challenges and Issues at The Border In Indonesia. Customs Research and Applications Journal, 2(2), 84–104.

Smith, E., Ferns, S., & Russell, L. (2023). Service-learning in vocational education: Pathways for bridging theory and practice. Journal of Vocational Education & Training, 75(2), 234–254. https://doi.org/10.1080/13636820.2022.2104289

Song, S., & Lai, Y. C. (2025). Blended learning in vocational education: Benefits, challenges, and student engagement. Cogent Education, 12(1), 2548348. https://doi.org/10.1080/2331186X.2025.2548348

Tambunan, E. C., Enuh, K., Ubaidullah, U., & Tamba, M. (2022). Capital access for micro small medium enterprises. Jurnal Ekonomi Dan Perbankan Syariah, 10(2), 148–158.

Tiago, M. T. P., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002

Wenger, E. (2010). Communities of practice and social learning systems: The career of a concept. Springer.

Widana, W. (2025). Unpacking the digital competence challenge in vocational education. Education and Information Technologies. https://doi.org/10.1007/s10639-024-11578-3

Wu, J., Husnin, H., Mohamad, M., Jia, X., & Zhang, Y. (2025). Teachers’ digital competency in vocational education: A systematic review. Educational Technology Research and Development. https://doi.org/10.1007/s11423-024-10325-6

Zervas, I., & Stiakakis, E. (2024). Digital skills in vocational education and training: A data-driven analysis of competency trends. Journal of Infrastructure, Policy and Development, 8(S1).

Zhong, Z., & Juwaheer, T. D. (2024). Digital competence development in TVET with a competency-based whole-institution approach. Vocational Technical Education.

Downloads

Published

2026-01-14

Issue

Vol. 5 No. 2 (2025): Community Services and Social Work Bulletin Volume 5 No. 2 2025

Section

Articles

License

Community Services and Social Work Bulletin right of first publication with the work simultaneously licensed under Creative Commons Attribution-ShareAlike 4.0 International License(CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Community Services and Social Work Bulletin. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Community Services and Social Work Bulletin. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).