Komunikasi Partisipatif dalam Membangun Literasi Digital Pelaku Usaha Mikro Kecil dan Menengah

Vollständiger Abstract

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Digital transformation has driven a shift in the marketing communication practices of micro, small, and medium enterprises (MSMEs) from conventional approaches toward the utilization of digital media. However, limited digital literacy remains a major challenge, particularly among MSMEs in rural areas. This study aims to examine the effect of participatory communication on marketing communication transformation, with digital literacy serving as a mediating variable among MSMEs in Nyapah Village, Serang Regency. The study employed a quantitative approach using an explanatory research design. The sample consisted of 48 MSME owners who participated in a digital marketing seminar and were selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results indicate that participatory communication has a positive and significant effect on digital literacy (β = 0.748; p < 0.001) and marketing communication transformation (β = 0.291; p = 0.014). Digital literacy also has a positive and significant effect on marketing communication transformation (β = 0.563; p < 0.001) and partially mediates the relationship between participatory communication and marketing communication transformation (β = 0.421; p < 0.001). These findings suggest that dialogic, collaborative, and participatory communication enhances the digital capacity of MSMEs, thereby encouraging the adoption of digital media-based marketing communication strategies.