System Development of Business Mentoring for Beneficiary Family in Alleviating Extreme Poverty in Indonesia Using Digital Marketing (Case Study in Pemalang Region)

Abstract

According to the Central Bureau of Statistics (BPS), although the national extreme poverty rate, in March 2022 it was 2.04 percent or 5.59 million people, a decrease compared to March 2021 of 2.04% or from 5.59 million people to 5.8 million which is 2.14 percent or 5.8 million people, but there are several areas in Indonesia where extreme poverty rates are still high, one of which is Pemalang Regency. Hope Families Program (PKH) for Beneficiary Family (KPM) in this district through Social Entrepreneurship Training (ProKUS). By involving business incubators at tertiary institutions to provide business mentoring, this process involved 500 KPM, 20 mentors, and 64 facilitators. This research aims to develop system business mentoring through digital marketing of small business products that are used in the mentoring process during five months. The method used is through literature studies to create an efficient and sustainable mentoring model involving 3 multi-stakeholders, namely government-business and academia. The form of activity carried out is mapping the results of needs, training for KPM and local assistants with topics: business motivation, financial literacy, product photos and digital marketing. The results are increased knowledge for BF regarding financial literacy and digital literacy as evidenced by increased sales turnover, product packaging improvements and promotion capabilities on social media which are supported by the web-based platform www.semaibisnis.id. The business mentoring model through a business incubator is a system that effective and efficient because it is measurable and directed in terms of the success indicators of the PROKUS program.