Entrepreneur Virtual Laboratory as a Digital Marketing Training System for Culinary Business Development

Abstract

Technological developments have an impact on social changes in society. The impact of technological developments is the change in marketing systems and strategies from conventional to modern, namely through social media. Social media makes it easy to run an online business where people often carry out online buying and selling activities. The existence of these changes adds to the challenges of Digital Branding for business actors by utilizing social media. However, the ability of digital branding is not owned by all business actors, because of the lack of understanding of social media. To overcome this, there is currently a lesson on entrepreneurship in universities to increase interest in entrepreneurship among students. The absence of a platform that is able to support online entrepreneurial learning with Digital Branding material content is a problem in itself. Therefore, a platform was developed to support website-based Digital Branding learning called the Entrepreneur Virtual Lab (E-Vlab). The development of this platform uses the ADDIE method which has 5 stages, namely analyze, design, development, implementation, and evaluation. The system usability test uses a scale that refers to the System Usability Scale (SUS) with a 5-point Likert scale scoring technique. The average score generated from the SUS measurement gets a score of 71.3, this shows that the website created has reached the acceptable category. The existence of the E-Vlab platform is expected to increase interest and skills in doing Digital Branding.