Published date: Oct 30 2023

Journal Title: KnE Social Sciences

Issue title: 5th Social and Humaniora Research Symposium (5th SoRes)

Pages: 1448–1460

DOI: 10.18502/kss.v8i18.14355

Anne Maryanianmar2005@gmail.comBandung Islamic University, Jl. Tamansari No. 24-26 Bandung, Indonesia

Ike Junita TriwardhaniBandung Islamic University, Jl. Tamansari No. 24-26 Bandung, Indonesia

Indri RachmawatiBandung Islamic University, Jl. Tamansari No. 24-26 Bandung, Indonesia

Raditya Pratama PutraBandung Islamic University, Jl. Tamansari No. 24-26 Bandung, Indonesia

The research background stems from the extensive opportunities provided by the internet, serving diverse interests within the community. The integration of new media in business has yielded significant results, bolstering the development of businesses within the community. This inclusivity extends to individuals with disabilities, particularly women, who possess the right to harness new media for creative self-development and empowerment. The research aims to: 1) comprehend how creative women with disabilities in Bandung perceive online marketing communication principles, 2) assess the ability of disabled women in Bandung to grasp online marketing communication applications, and 3) enhance the skills of disabled women in crafting creative messages for online marketing. The study employs a descriptive method with total sampling drawn from participants of social media marketing training. Data collection utilizes questionnaires, interviews, and references. The significance of entrepreneurship development training utilizing marketing communication applications for disabled women in Bandung is evident. The conclusion of this study indicate that the majority of learners comprehend the training content, albeit hindered by diverse disabilities such as blindness, deafness, and physical limitations. Consequently, a specialized approach is necessary to address these disparities. Furthermore, participants are equipped with supporting applications for content packaging and dissemination. This empowers them to navigate different digital media platforms adeptly. Communication prowess, attractive content, and design are paramount for conveying persuasive messages effectively. Participants’ reported improved communication skills as a result of the training. However, those facing physical constraints encountered difficulties and required tailored training to accommodate their limitations. In summary, the research underscores the potential of online marketing communication education for women with disabilities. This empowers them to engage in entrepreneurial endeavors, fostering personal growth and community development.

Keywords: education, online marketing communication, women with disabilities.

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