Optimalisasi Pemasaran dan Produksi Kopi Tangsi Wangi melalui Digital Marketing dan Edukasi Petani
Affiliation Details
- Wala Erpurini: Universitas Jenderal Achmad Yani
- Dino Gustaf Leonandri: Institut Pariwisata Trisakti
- Nur Alamsyah: Universitas Informatika dan BIsnis Indonesia
Abstract
The community engagement program aims to optimize the marketing and production of Tangsi Wangi Coffee through the implementation of digital marketing and farmer education in the region. Tangsi Wangi Coffee, as a prominent local product, holds significant potential for further development in the global market. However, limited knowledge of digital marketing strategies and efficient production techniques poses major challenges for local coffee farmers. Therefore, this program focuses on two key aspects: first, providing training for farmers on improved and sustainable coffee cultivation techniques; and second, enhancing marketing capacities by introducing them to digital marketing concepts, including the use of social media, e-commerce, and other online marketing platforms. This initiative is expected to boost the competitiveness of Tangsi Wangi Coffee in local and international markets while positively impacting farmers' welfare by increasing income and expanding market access. Beyond improving farmers' skills in production and marketing, the program aims to create greater added value for the local community and strengthen the global competitiveness of Tangsi Wangi Coffee. Additionally, it seeks to establish a mutually beneficial ecosystem among farmers, coffee entrepreneurs, and consumers.
327
View
376
Download
Altmetrics
Author Biographies
Wala Erpurini
Universitas Jenderal Achmad Yani
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jenderal Achmad Yani, Kota Cimahi, Provinsi Jawa Barat, Indonesia.
Dino Gustaf Leonandri
Institut Pariwisata Trisakti
Program Studi Pengeloaan Hotel, Fakultas Pengelolaan Hotel, Institut Pariwisata Trisakti, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.
Nur Alamsyah
Universitas Informatika dan BIsnis Indonesia
Program Studi Sistem Informasi, Fakultas Teknologi & Informasi, Universitas Informatika dan BIsnis Indonesia, Kota Bandung, Provinsi Jawa Barat, Indonesia.
Article Identifiers
- Article Title: Optimalisasi Pemasaran dan Produksi Kopi Tangsi Wangi melalui Digital Marketing dan Edukasi Petani
- DOI: 10.59431/ajad.v4i3.413
- Publication Date: 2024-12-01
- Journal: AJAD : Jurnal Pengabdian kepada Masyarakat
- Volume: 4
- Issue: 3
- Pages: 643-650
References
-
Antoni, T. B. (2024). Analisis Fourth Wave Coffee Culture terhadap Strategi Pemasaran untuk Meningkatkan Pasar Specialty Coffee di Indonesia (Studi Kasus pada Perusahaan Makmur Jaya Coffee Roaster). Blantika: Multidisciplinary Journal, 2(10), 314-333.
-
Aziz, S., Sudrajat, S., Nurahman, I. S., & Kurnia, R. (2021). STRATEGI PENGEMBANGAN AGRIBISNIS KOPI ROBUSTA UNTUK MENDUKUNG PEMASARAN BIJI KOPI ROBUSTA DI KABUPATEN CIAMIS DEVELOPMENT STRATEGY OF ROBUSTA COFFEE TO SUPPORT MARKETING ROBUSTA COFFEE SEEDS IN CIAMIS DISTRICT. Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis. Juli, 7(2), 1526-1536.
-
Bantara, A. E., Katerina, K., Meylarisman, T., Janati, H. A., Delynn, M., Kerry, W. J., ... & Siregar, S. D. (2024). Optimalisasi Pemantauan Partisipatif sebagai Instrumen Peningkatan Partisipasi Politik Generasi Z pada Pemilu 2024. Jurnal Pengabdian kepada Masyarakat Nusantara, 6(1), 676-682. DOI: https://doi.org/10.55338/jpkmn.v6i1.3929.
-
Fitrani, L. D., CP, Y. H., UD, N. H., Purnamasari, L., Hudiwinarsih, G., & Riqqoh, A. K. (2023). Pemanfaatan Social Media Marketing Tools Sebagai Sarana Pemasaran Produk UMKM. Jurnal Pengabdian UNDIKMA, 4(3), 563-571. DOI: https://doi.org/10.33394/jpu.v4i3.7828.
-
Hidalgo, F., Quiñones-Ruiz, X. F., Birkenberg, A., Daum, T., Bosch, C., Hirsch, P., & Birner, R. (2023). Digitalization, sustainability, and coffee: Opportunities and challenges for agricultural development. Agricultural Systems, 208, 103660. DOI: https://doi.org/10.1016/j.agsy.2023.103660.
-
Huong, D. T. M., Van Anh, N. T., & Tuyet, T. T. (2023). VIETNAMESE AGRICULTURE PARTICIPATION IN GLOBAL VALUE CHAIN: OPPORTUNITIES AND CHALLENGES. AND SOCIAL PROTECTION, 25(12), 17.
-
Le, Q. V., Cowal, S., Jovanovic, G., & Le, D. T. (2021). A study of regenerative farming practices and sustainable coffee of ethnic minorities farmers in the central highlands of Vietnam. Frontiers in Sustainable Food Systems, 5, 712733.
-
Marhaeniyanto, E., Rusmiwari, S., & Susanti, S. (2019). Kopi Pilozz: Pemberdayaan Kopi Rakyat Desa Bocek Kecamatan Karangploso Kabupaten Malang. CIASTECH 2019 “Inovasi Cerdas Dan Teknologi Hijau Untuk Industri 4.0.
-
Naryatmojo, D. L., & Sholeh, M. (2023). Penerapan teknologi pasca panen kopi dan hilirisasi produk berbasis digital pada UKM kopi bubuk di Kabupaten Kendal. ABDIMASKU: Jurnal Pengabdian Masyarakat, 6(2), 395–401.
-
Ningsih, G., Rasyid, H., Ningsih, N., Pujotomo, D., & Suseno, G. (2024). Agricultural marketing strategies in the digital era: Improving the competitiveness of local products. Journal of Social Science (JoSS, 3, 1756–1764. DOI: https://doi.org/10.57185/joss.v3i9.366.
-
Nunez-Solis, M. (2019). How coffee private family enterprises enhance well-being and women empowerment? A diverse economies case study of Tarrazú coffee micro-mills. Los Santos Region, Costa Rica. Lincoln University.
-
Panggabean, Y. B. S., & Arsyad, M. (2023). The future of coffee, digital technology and farmer’s income. International Journal of Sustainable Development & Planning, 18(2).
-
Singhal, A., & Singh, J. A. (2024). Transforming rural agribusinesses with digital marketing: A case of coffee planters in India. In Agribusiness Innovation and Contextual Evolution, Volume II: Technological, Societal and Channel Advancements (pp. 153–178). Springer.
-
Wahyuni, L., Hambali, M., Rizal, M. S., Fibrianto, K., Bimo, I. A., & Rahman, K. (2023). Peningkatan kompetensi manajerial petani kopi untuk pengembangan wisata agraris “Lodji” Bromo. Jurnal Pengabdian UNDIKMA, 4(4), 798–806.
-
Wardhiani, W. F., Karyani, T., Setiawan, I., & Rustidja, E. S. (2023). The effect of performance on the sustainability of coffee farmers’ cooperatives in the industrial revolution 4.0 in West Java, Indonesia. Sustainability, 15(6), 4901.
-
Widiastuti, I., & Mulyono, S. (2024). Optimalisasi pemberdayaan pelaku UMKM Desa Margaluyu melalui edukasi marketing digital. Jurnal Pengabdian Kepada Masyarakat, 48–62.
-
Widiasyih, A. S., Syafiruddin, S., Nasution, K. S., Siregar, D. A., & Aswan, N. (2024). Digital marketing sebagai strategi pemasaran kopi pada era revolusi industri 4.0 dan society 5.0. Jurnal Pengabdian Masyarakat Bangsa, 1(11), 2847–2854.
How to Cite
Citation for this article
Issue Information
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
