ABSTRACT

Abstract−The digital economy has opened new business opportunities that no longer require product ownership, one of which is affiliate marketing on social commerce platforms. However, adult women have not fully benefited from them due to limited digital marketing knowledge and content production skills. This community service program aimed to improve the understanding and readiness of members of Dharma Wanita Persatuan (DWP), the Faculty of Computer Science, Universitas Jember, to use social media as a business channel, either as product owners or as affiliates. The program, entitled “Dharma Wanita Go Digital: From Creative to Productive in the Digital Era”, was delivered through interactive lectures, demonstrations, and smartphone-based hands-on practice. The materials covered the digital economy and customer journey, affiliate mechanisms and ethics, the Hook–Value–Call to Action content formula, and the use of free applications, namely Canva, ChatGPT, and CapCut. Program effectiveness was measured using a five-point Likert questionnaire consisting of 12 statements administered before and after the sessions, and analyzed descriptively using mean scores, agreement percentages, and normalized gain (N-gain). The results from 12 participants showed that the mean score increased from 3.86 (high) in the pretest to 4.69 (very high) in the posttest, with an N-gain of 0.73 (high category) and a significant difference according to the Wilcoxon test (p < 0.001). The agreement rate rose from 70.6% to 93.1%, with the largest improvement in the promotional content creation indicator (N-gain 0.80). This program demonstrates that contextual, practice-based digital marketing education can improve participants’ readiness for digital entrepreneurship.