PENGEMBANGAN STRATEGI SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN KAPASITAS PEMASARAN KOPI LOKAL BERBASIS SDGS DI DESA SELASARI
DOI:
https://doi.org/10.51158/tp0xj707Keywords:
Kopi Lokal, Pemberdayaan Petani, SDG 8, SDG 9, SDG 12, Pemasaran Media SosialAbstract
Desa Selasari memiliki potensi kopi lokal yang dapat dikembangkan sebagai produk unggulan daerah, namun pemanfaatan teknologi digital dalam pemasaran masih terbatas. Ketergantungan terhadap pemasaran konvensional, rendahnya literasi digital, serta belum optimalnya branding dan strategi promosi menyebabkan jangkauan pasar dan nilai tambah produk kopi belum maksimal. Kegiatan Pengabdian kepada Masyarakat ini bertujuan meningkatkan kapasitas kelompok petani dan pelaku UMKM kopi dalam memanfaatkan social media marketing untuk memperluas pemasaran dan meningkatkan daya saing kopi lokal. Metode pelaksanaan menggunakan pendekatan partisipatif melalui tahapan sosialisasi, penyampaian materi, demonstrasi, diskusi, dan evaluasi. Materi meliputi strategi pemasaran digital, pengembangan branding, penyusunan konten kreatif, teknik fotografi produk, pemanfaatan media sosial, serta live shopping melalui Shopee. Hasil kegiatan menunjukkan adanya peningkatan pemahaman audien mengenai pentingnya promosi digital dan pemanfaatan media sosial sebagai sarana pemasaran usaha. Target kegiatan tercapai melalui peningkatan literasi digital, pemahaman strategi pemasaran yang lebih sistematis, penguatan kemampuan branding dan pembuatan konten, serta kesiapan mitra dalam mengembangkan pemasaran digital secara mandiri. Kegiatan ini diharapkan dapat memperluas akses pasar, meningkatkan nilai tambah dan daya saing kopi lokal, serta mendukung pencapaian SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), dan SDG 12 (Responsible Consumption and Production).
Abstract
Selasari Village has considerable potential for developing local coffee as a regional flagship product; however, the utilization of digital technology for marketing remains limited. Dependence on conventional marketing, low levels of digital literacy, and suboptimal branding and promotional strategies have limited the market reach and added value of local coffee products. This Community Service Program aimed to enhance the capacity of coffee farmers and local coffee MSMEs to utilize social media marketing to expand market access and improve the competitiveness of local coffee products. The program employed a participatory approach through several stages, including socialization, material delivery, demonstrations, discussions, and evaluation. The materials covered digital marketing strategies, branding development, creative content planning, product photography techniques, social media utilization, and live shopping through Shopee. The results demonstrated an improvement in participants' understanding of the importance of digital promotion and the utilization of social media as a business marketing tool. The program targets were achieved through increased digital literacy, improved understanding of systematic marketing strategies, strengthened branding and content creation capabilities, and greater readiness among partners to independently develop digital marketing practices. This program is expected to expand market access, increase the added value and competitiveness of local coffee products, and contribute to the achievement of SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), and SDG 12 (Responsible Consumption and Production).
Downloads
References
Anindita, R., Prastowo, V. H., & Parker, J. (2025). Reinforcing the Role of Cyber Village in Improving Indonesia Msmes Through an Exploratory Study. Aptisi Transactions on Technopreneurship (ATT), 7(3), 726–737.
Antari, I. G. A. N., Parwita, G. B. S., & Anggraini, N. P. N. (2025). Analysis of the Influence of Social Media Marketing in Increasing Brand Awareness and Customer Engagement on Purchasing Decisions in the Coffee Shop Industry in Denpasar. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 7387–7404.
Dwihandoko, T. H. (2025). Local Wisdom-Based Digital Marketing Strategy in Brambang Gareng Slawe Msmes. SENTRI: Jurnal Riset Ilmiah, 4(7), 421–431.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 102168.
Hudson, M., Smart, A., & Bourne, M. (2001). Theory and Practice in SME Performance Measurement Systems. International Journal Of Operations & Production Management, 21(8), 1096–1115.
Lindiani, L., Registiana, I., Fajrullah, F., & Noviyanti, I. (2024). Analisis Strategi Promosi Bisnis UMKM Coffee Shop dengan Menggunakan Media Sosial: Studi Kasus: Triple Seven Pangkalpinang. Jurnal Bintang Manajemen, 2(2), 75–93.
Lokuge, S., & Duan, S. X. (2021). Towards Understanding Enablers of Digital Transformation in Small and Medium-Sized Enterprises. Arxiv Preprint Arxiv:2111.05989.
Putri, I. (2024). Implementation of Social Media Marketing by Culinary Msmes. Journal of Public Relations and Digital Communication (JPRDC), 2(2), 114–123.
Rachmawati, M., Widagdo, T. H., Sudiyono, S., Nurcahyo, S. A., & Ali, A. (2023). Implementation of Digital Marketing Strategy in MSME Development in Candisari Ungaran Village. Jurnal Indonesia Sosial Sains, 4(08), 707–713.
Rosyadah, K., & Wikartika, I. (2023). Penerapan Strategi Pemasaran Digital pada UMKM Kopi Murni Pak Tuwo sebagai Upaya Peningkatan Penjualan Produk. Jurnal Pengabdian kepada Masyarakat Nusantara, 4(3), 1894–1901.
Setya, M. D. A., & Sirait, T. (2024). The Impact of Instagram Social Media Marketing on MSME Product Brand Awareness Call for Coffee. Journal of World Science, 3(8), 1005–1020.
Setyawan, A., & Karsimin, K. (2023). Strategi Pemasaran Digital Bisnis Kedai Kopi. Journal of Economics and Business UBS, 12(4), 2400–2408.
Vicol, M., Neilson, J., Hartatri, D. F. S., & Cooper, P. (2018). Upgrading for Whom? Relationship Coffee, Value Chain Interventions and Rural Development in Indonesia. World Development, 110, 26–37.
Wardhana, A. (2015). Strategi Digital Marketing Dan Implikasinya pada Keunggulan Bersaing UKM Di Indonesia. Seminar Nasional Keuangan Dan Bisnis IV, 4, 327–337.
