Berdikari Ads: A Visual-Gestural Learning Module to Improve Digital Marketing Skills for Students with Hearing and Speech Impairments

Abstract

Limited skills and a lack of access to training pose significant challenges for individuals with hearing and speech impairments in achieving economic independence. This condition is further exacerbated by the current learning models in Special Education Schools (SLB), including SLB B Yakut Purwokerto, which predominantly focus on manual production skills without integrating digital marketing competencies, the modern business world’s most effective strategy. Therefore, this research aims to develop and test Berdikari Ads, a Meta Ads learning module integrated with visual-gestural aids to simplify the learning process and support economic independence in the digital era. This study employed the Research and Development (R&D) method using the ADDIE (Analysis, Design, Develop, Implement, Evaluate) model. The module itself is designed with simplified language, step-by-step screenshots, QR codes that link to sign-language explanations, and project-based exercises that guide students through practicing ad preparation to evaluation. Upon development, the validity test involving three experts yielded a score of 3.29 for content and 2.98 for construct, with an overall average of 3.12, placing the module in the valid category. Furthermore, the practicality test evaluated by one teacher and two students scored an average of 2.98, which falls into the good category. The effectiveness test was then conducted on five students through pre-tests and post-tests covering eight dimensions of digital marketing skills, showing a substantial increase in the mean score from 8 (needs guidance) to 21.2 (good). This improvement was confirmed by the Wilcoxon signed-rank test which resulted in p = 0.0004 (< 0.05), indicating a statistically significant difference. Finally, the effect size of 0.90 falls into the large category, and the N-Gain score of 0.55 indicates a moderate and consistent improvement across all subjects.