Model Edukasi Digital Marketing untuk Penguatan Personal Branding Siswa SMA Muhammadiyah 25 Pamulang

Melvin Zakri; Juhaeri Juhaeri; Ali Mubarok

doi:10.59837/jpmm.v3i2.378

Authors

Melvin Zakri Universitas Pamulang, Indonesia
Juhaeri Juhaeri Universitas Pamulang, Indonesia
Ali Mubarok Universitas Pamulang, Indonesia

DOI:

https://doi.org/10.59837/jpmm.v3i2.378

Keywords:

Digital Marketing, Model Edukasi, Participatory Action Research., Personal Branding, SMA Muhammadiyah 25 Pamulang

Abstract

Di era transformasi digital yang masif, pemanfaatan media sosial oleh generasi muda tidak lagi sekadar sarana hiburan, melainkan instrumen strategis dalam membangun personal branding (pencitraan diri personal) yang positif dan bernilai ekonomi. Namun, mayoritas siswa sekolah menengah atas belum memiliki pemahaman komprehensif mengenai digital marketing (pemasaran digital) yang beretika dan terstruktur. Kegiatan Pengabdian kepada Masyarakat (PkM) berbasis riset kualitatif ini bertujuan untuk merancang, mengimplementasikan, dan mengevaluasi Model Edukasi Digital Marketing guna menguatkan personal branding siswa di SMA Muhammadiyah 25 Pamulang. Metode pelaksanaan menggunakan pendekatan Participatory Action Research (PAR) yang terintegrasi dengan kerangka kerja ADDIE (Analysis, Design, Development, Implementation, Evaluation). Pemilihan informan dilakukan secara purposive sampling (penarikan sampel bertujuan) yang melibatkan 30 siswa kelas XI dan XII, guru pembina, serta praktisi media sosial. Pengumpulan data dilakukan melalui wawancara mendalam (in-depth interviews), diskusi kelompok terfokus (Focus Group Discussion/FGD), observasi partisipatif, dan studi dokumentasi portofolio digital. Data dianalisis secara kualitatif-interaktif menggunakan teknik analisis tematik (thematic analysis). Hasil penelitian menunjukkan bahwa model edukasi yang diterapkan berhasil mentransformasi pemaknaan siswa dari pengguna media sosial pasif-rekreatif menjadi pembuat konten yang berorientasi nilai (value-driven content creators). Pembentukan personal branding siswa menguat melalui penguasaan narasi autentik, optimasi profil profesional (LinkedIn), serta pengintegrasian nilai-nilai etika Islam berupa siddiq (kejujuran) dan amanah (keterpercayaan) dalam mengelola rekam jejak digital mereka.

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