Strengthening the Capacity of Local Entrepreneurs through an Independent Entrepreneurship Literacy Program in Rural Areas

Abstract

Rural entrepreneurs often face limitations in business knowledge, financial management, and digital marketing skills, which hinder business growth and sustainability. This study aimed to strengthen the capacity of local entrepreneurs through an Independent Entrepreneurship Literacy Program in rural areas. The research employed a Participatory Action Research (PAR) approach involving 30 rural micro-entrepreneurs as participants. Data were collected using pre-test and post-test questionnaires with a five-point Likert scale, observation, and mentoring documentation, and analyzed using descriptive statistics and mean score comparisons. The results showed significant improvements across three literacy dimensions. Business literacy increased from an average mean score of 2.66 (pre-test) to 4.17 (post-test), financial literacy from 2.52 to 4.08, and digital marketing literacy from 2.29 to 4.24. The most substantial improvement occurred in digital marketing skills, particularly in social media management and e-commerce utilization. The findings indicate that the program effectively enhanced entrepreneurial competencies, including opportunity recognition, strategic planning, financial management, and digital marketing skills. This study implies that integrated entrepreneurship literacy programs can serve as an effective community empowerment model to promote sustainable rural economic development.