PELATIHAN STORYTELLING MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN BAGI SISWA SMK SASMITA JAYA 2

Abstract

Pola komunikasi pemasaran mengalami perubahan yang sangat pesat seiring berkembangnya teknologi digital, sehingga generasi muda dituntut memiliki kemampuan menyusun pesan promosi yang kreatif, persuasif, dan sesuai dengan karakteristik media digital. Namun, banyak siswa sekolah menengah kejuruan masih memanfaatkan media sosial hanya sebagai sarana komunikasi dan hiburan, sehingga keterampilan dalam mengembangkan storytelling marketing masih terbatas. Kondisi ini melatarbelakangi pelaksanaan Pengabdian kepada Masyarakat (PkM) bersama SMK Sasmita Jaya 2 di Kota Tangerang Selatan, Banten. Kegiatan bertujuan meningkatkan pengetahuan, keterampilan, kreativitas, literasi digital, serta jiwa kewirausahaan siswa melalui penerapan storytelling marketing sebagai strategi komunikasi pemasaran. Metode yang digunakan adalah pendekatan partisipatif, meliputi identifikasi kebutuhan, koordinasi, ceramah interaktif, diskusi, praktik penyusunan cerita pemasaran, presentasi, pendampingan, dan evaluasi. Hasil kegiatan menunjukkan peningkatan pemahaman peserta mengenai komunikasi pemasaran dan storytelling marketing, kemampuan menyusun narasi promosi yang lebih sistematis, serta keterampilan memanfaatkan media digital secara efektif. Selain itu, kegiatan juga meningkatkan kreativitas, kemampuan komunikasi, kolaborasi, kepercayaan diri, dan motivasi berwirausaha. Program ini memperkuat sinergi Universitas Pamulang dan SMK Sasmita Jaya 2 dalam mendukung pendidikan vokasi yang adaptif terhadap transformasi digital serta meningkatkan kesiapan lulusan menghadapi dunia kerja dan kewirausahaan.

Marketing communication has undergone significant transformation due to the rapid advancement of digital technology, requiring younger generations to develop the ability to create creative, persuasive, and platform-appropriate promotional messages. However, many vocational high school students still use social media primarily for communication and entertainment, resulting in limited skills in developing storytelling marketing content. This condition served as the basis for the implementation of a Community Service Program (PkM) in collaboration with SMK Sasmita Jaya 2, located in South Tangerang City, Banten Province. The program aimed to enhance students' knowledge, skills, creativity, digital literacy, and entrepreneurial mindset through the application of storytelling marketing as a marketing communication strategy. A participatory approach was employed, including needs assessment, coordination, interactive lectures, group discussions, storytelling marketing practice, presentations, mentoring, and evaluation. The results demonstrated a significant improvement in participants' understanding of marketing communication and storytelling marketing concepts, their ability to develop more systematic and persuasive promotional narratives, and their skills in utilizing digital media effectively for promotional purposes. Furthermore, the program strengthened students' creativity, communication skills, collaboration, self-confidence, and entrepreneurial motivation. This initiative also reinforced the partnership between Universitas Pamulang and SMK Sasmita Jaya 2 in supporting adaptive vocational education and preparing graduates to meet the challenges of employment and entrepreneurship in the digital economy.