EVALUASI PELATIHAN DIGITAL MARKETING DALAM UPAYA PEMBERDAYAAN USAHA MIKRO KECIL DAN MENENGAH DI TENGAH KRISIS PANDEMI COVID-19 OLEH PEMERINTAH KABUPATEN SLEMAN

This study aims to evaluate digital marketing training carried out by the Regency Government in order to empower Micro, Small and Medium Enterprises (MSMEs) as an effort to boost their economy in the midst of the Covid-19 Pandemic. This study uses a qualitative research method with a case study approach, namely a case study in Sleman Regency. Then the data collection techniques in this study used interview and documentation techniques. Collecting data through interview techniques to the Head of the SME Development Section of the Cooperatives and SMEs Office of Sleman Regency and several UMKM actors, was shown to obtain basic data or primary data as key data from this research. While the documentation technique is used to obtain secondary data obtained from official government channels, previous research and other additional data to strengthen primary data. The results of this study indicate that in the context dimensionThe initiative to organize digital marketing training carried out by the Sleman Regency Government in an effort to empower MSMEs, is sufficient to answer the problems faced by MSMEs related to market difficulties in the midst of the COVID-19 pandemic. In the input dimension , namely the availability of resources to support this training, the Office of Cooperatives and SMEs in Sleman Regency has human resources, availability of funds, and adequate infrastructure. In the process dimension , it shows that the implementation of digital marketing training is going according to what has been planned by the Sleman Regency Government. Then in the product dimension , it shows that the digital marketing training organized by the Sleman Cooperatives and UKM Service has not fully impacted because there are still MSME complaints related to too theoretical training, there is no periodic repetition of training, has not entered the forum and the SlemanMart marketplace is not yet optimal. Therefore, the implementation of digital marketing training conducted by the Sleman Regency Government through the Sleman Regency Cooperatives and UKM Service has not fully fulfilled the CIPP evaluation theory as developed by Daniel L. Stufflebeam.