Digitalpreneurship for Underserved Youth: Penguatan Motivasi Wirausaha melalui Strategi Pemasaran Digital Produk Konsumen

Abstrak

The development of the digital economy has opened up new opportunities for young people to build businesses with relatively limited capital. However, Underserved Youth still face various obstacles in developing entrepreneurial motivation, particularly limited access to capital, minimal business experience, and a poor understanding of digital marketing. This community service activity, held on Wednesday, March 11, 2026, aimed to increase entrepreneurial motivation while providing training on digital marketing strategies for consumer products relevant to Generation Z. The program targeted Underserved Youth. The implementation method used a participatory approach through needs observation, material delivery, interactive discussions, promotional content creation simulations, and qualitative evaluations. The material covered entrepreneurial motivation, an introduction to Generation Z consumer behavior, the use of social media as a promotional tool, and the development of simple yet effective digital content. The results of the activity showed an increase in participants' understanding of business opportunities in the digital era, a growing awareness that limited capital is not the main obstacle to starting a business, and an increased motivation to utilize digital platforms as a marketing tool. This program demonstrated that contextual digital marketing training can be a strategic instrument in fostering an entrepreneurial spirit among the younger generation.