PELATIHAN PEMANFAATAN TEKNOLOGI CHATBOT AI BERBASIS MICROLEARNING UNTUK MENINGKATKAN KETERAMPILAN PEMASARAN DIGITAL PRODUK KADER PKK POKJA 2 KELURAHAN KEBON JERUK

FARHAN ADHI NUGROHO, . (2026) PELATIHAN PEMANFAATAN TEKNOLOGI CHATBOT AI BERBASIS MICROLEARNING UNTUK MENINGKATKAN KETERAMPILAN PEMASARAN DIGITAL PRODUK KADER PKK POKJA 2 KELURAHAN KEBON JERUK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis bagaimana pelatihan pemanfaatan teknologi chatbot AI berbasis microlearning dapat meningkatkan keterampilan pemasaran digital produk kader PKK Pokja 2 Kelurahan Kebon Jeruk. Penelitian ini menggunakan pendekatan Riset Aksi dengan model spiral yang dilaksanakan melalui tiga siklus, yaitu perencanaan, tindakan, observasi, refleksi, dan perencanaan ulang. Subjek penelitian berjumlah 7 kader PKK Pokja 2. Data dikumpulkan melalui tes objektif pre-test dan post-test, wawancara mendalam, observasi, Focus Group Discussion (FGD), dan dokumentasi. Analisis data dilakukan secara deskriptif kuantitatif dan kualitatif. Hasil penelitian menunjukkan bahwa hambatan utama kader pada tahap awal bukan terletak pada kemampuan teknis dasar, melainkan pada faktor psikologis berupa keraguan dan trauma finansial akibat pengalaman negatif dalam penggunaan marketplace. Siklus I berfokus pada demistifikasi e-commerce dan berhasil memulihkan rasa aman serta kepercayaan diri kader. Siklus II berfokus pada pelatihan pemanfaatan chatbot AI dan simulasi operasional, sedangkan Siklus III berfokus pada implementasi backend berbasis spreadsheet dan penguatan kemandirian kader. Hasil penelitian menunjukkan adanya peningkatan keterampilan pemasaran digital pada empat indikator Van Laar, yaitu operational skills, information skills, communication skills, dan problem solving skills. Peningkatan hasil belajar juga tampak pada nilai rata-rata pre-test yang meningkat dari 40,00 menjadi 71,43 pada post-test. Temuan ini menunjukkan bahwa pelatihan pemanfaatan teknologi chatbot AI berbasis microlearning dapat meningkatkan keterampilan pemasaran digital kader secara bertahap, efektif, dan lebih mandiri. ***** This study aims to describe and analyze how training on the utilization of AI chatbot technology based on microlearning can improve the digital marketing skills of PKK cadres in Pokja 2, Kebon Jeruk Village. The study uses an Action Research approach with a spiral model carried out through three cycles, namely planning, action, observation, reflection, and re-planning. The research subjects consisted of 7 PKK cadres from Pokja 2. Data were collected through objective pre-test and post-test tests, in-depth interviews, observations, Focus Group Discussions (FGD), and documentation. Data analysis was conducted using descriptive quantitative and qualitative methods. The results show that the main barrier faced by cadres in the initial stage was not related to basic technical skills, but rather psychological factors in the form of hesitation and financial trauma resulting from negative experiences in using marketplace platforms. Cycle I focused on e-commerce demystification and successfully restored the cadres’ sense of safety and confidence. Cycle II focused on training in the use of AI chatbots and operational simulations, while Cycle III focused on spreadsheet-based backend implementation and strengthening cadre independence. The findings show an improvement in digital marketing skills across four Van Laar indicators, namely operational skills, information skills, communication skills, and problem-solving skills. Learning outcomes also improved, as shown by the increase in the average pre-test score from 40.00 to 71.43 in the post-test. These findings indicate that AI chatbot technology training based on microlearning can improve digital marketing skills in a gradual, effective, and more independent manner.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Sri Kuswantono W., M.Si. ; 2). Dr. Jaenal Mutakim, M.Pd.
Subjects:	Pendidikan > Bimbingan dan Konseling Pendidikan > Media Pembelajaran Teknologi dan Ilmu Terapan > Teknologi (umum) > Teknologi Pendidikan
Divisions:	FIP > S1 Pendidikan Luar Sekolah
Depositing User:	Farhan Adhi Nugroho .
Date Deposited:	18 Jun 2026 07:46
Last Modified:	18 Jun 2026 07:46
URI:	http://repository.unj.ac.id/id/eprint/66360

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