Analisis Paired Sample T-Test untuk Mengukur Efektivitas Pelatihan Digital Marketing dalam Meningkatkan Pemasaran Desa Wisata

Abstrak

There is a significant gap between the potential of village tourism and the limited digital marketing skills
of Karang Taruna youth. To bridge this gap, digital marketing training is essential to equip them with a
deeper understanding of technology and social media in the digital era. This study employed a quantitative
approach with a quasi-experimental design (one group pretest-posttest design). A purposive sampling
technique was used to recruit participants from Karang Taruna youth. Research variables included basic
digital knowledge, digital content and strategy, use of tools and platforms, and self-preparedness and
confidence. Instrument validity and reliability tests confirmed that the questionnaire was valid and reliable.
Normality testing indicated that both pretest and posttest data were normally distributed (p > 0.05).The
paired sample t-test revealed a significant difference between pretest and posttest scores (p < 0.05). The
training intervention effectively improved participants’ digital marketing knowledge, with effect sizes
categorized as large: basic digital knowledge (d = 0.700), digital content and strategy (d = 0.808), use of tools and platforms (d = 0.722), and self-preparedness and confidence (d = 0.722). Digital marketing
training had a substantial impact on enhancing the knowledge and skills of Karang Taruna youth. The
significant and large effect sizes across all measured variables indicate that such training is an effective
strategy to empower rural youth in facing the challenges of the digital era.