DIGITAL CREATIVE MARKETING AS A CATALYST FOR GROWTH: AN EMPIRICAL STUDY OF ITS INFLUENCE ON ENTREPRENEURIAL PERFORMANCE IN THE ERA OF DIGITAL TRANSFORMATION
DOI:
https://doi.org/10.58174/ijastps.v1i6.74Keywords:
Digital Creative Marketing, Entrepreneurial Performance, Social Media Strategy, Digital Transformation, School Entrepreneurship.Abstract
This article empirically examines the role of digital creative marketing as a catalyst for the growth of entrepreneurial performance in the era of digital transformation, focusing on Community Service (PKM) activities carried out at SMA Muhammadiyah 25 Setiabudi Pamulang on April 17, 2026. Using a qualitative descriptive approach combined with participatory practical training, this study involved 50 active students who were members of school-based business units. The findings show that prior to the training, students only used social media for personal communication with a very limited understanding of creative content strategies, cross-platform integrations, and data-driven marketing evaluations. After attending structured training sessions that included Instagram, TikTok, WhatsApp Business, content creation tools such as Canva and Cap Cut, as well as basic social media analytics, students showed significant improvements in both digital marketing technical competencies and entrepreneurial confidence. The results of the quantitative evaluation recorded an overall average satisfaction score of 4.48 out of 5.00 with the category of Excellent in all dimensions of training. Observable post-training impacts include increased social media engagement, expanding market reach beyond the school environment, strengthening brand awareness, and reporting product order growth in the first week of implementation.
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