Optimizing Students’ Digital Marketing Skills through the Utilization of Google Trends at SMKN 1 Bawen

Abstract

This community service program aimed to improve students digital marketing competencies through training on the use of Google Trends at SMKN 1 Bawen. This program aims to address the limited ability of students to utilize data-based tools for market analysis, and was attended by 90 students. A participatory training approach was implemented, consisting of interactive lectures, demonstrations, hands-on practice, and evaluation activities. The results, based on observational assessments and participant feedback, indicate improvements in students’ digital skills, particularly in trend analysis, data interpretation, and the application of insights to academic projects. Most participants demonstrated increased engagement during training sessions and reported higher confidence in using data analysis tools. In addition, students showed emerging abilities to connect trend data with market opportunities and develop project ideas accordingly. Overall, the program contributed to enhancing students’ data literacy and promoting more effective use of digital tools in learning. These findings suggest that practice-based training can support the development of data-driven competencies in vocational education.