Digital Literacy as a Means of Promoting Merchant Associations In Karno Ungaran Square

Abstract

The ability to use and utilize digital literacy is something that must be mastered by the community to be
able to keep up with the pace of the times where the variety of social media owned can help in increasing
the income of merchant associations in Karno Ungaran Square through promotion on social networks.
This study describes digital literacy as a means of promotion, inhibiting factors, supporting factors for
merchant associations in Karno Ungaran Square. The purpose of this study is to describe digital literacy
as a means of promoting merchant associations in Karno Ungaran Square. This study used a qualitative
descriptive approach. Data collection techniques use observation, interviews and documentation of
activities. Data analysis techniques in the form of data collection, data reduction, data presentation, and
conclusions. The results of the study showed that the application of digital literacy in Karno Ungaran
Square started from the routine use of smartphones by traders. In this routine, merchants often use social
media or e-commerce platforms to view, buy or share their product content. Some of the most frequently
used social media include WhatsApp, Facebook, Instagram, Youtube, Shopee, Tokopedia and Lazada.
Inhibiting factors include limited knowledge, skills, sarpras and lack of facilitators who can assist in
digital literacy activities and low intentions. Supporting factors are several Wi-Fi spots that can be used,
socialization on how to manage finances offered in the form of training to improve the ability of merchant
associations through promotional activities, and the desire of merchants to expand marketing through
social media.