Innovating Digital Marketing: Marketing Strategy for Niche Market Coffee MSMEs in Labuan Bajo

Abstract

This paper examines the role of digital marketing as an innovative strategy to strengthen the competitiveness of coffee micro, small, and medium enterprises (MSMEs) in Labuan Bajo, a tourism destination with high economic potential but limited digital adoption. The research aims to analyze how digital marketing can serve as a solution for business development, the role of socialization and mentoring in enhancing MSME capacity, and the challenges faced in its implementation. Using a qualitative approach with a literature study method, data were collected from journal articles, books, and indexed publications on digital marketing and MSME development. The analysis shows that digital marketing provides significant benefits, such as expanding market reach beyond geographical boundaries, reducing costs, increasing efficiency, and building stronger consumer engagement. Socialization and mentoring are proven to be critical in equipping MSMEs with the knowledge and skills needed to effectively utilize digital platforms. However, several challenges remain, including limited digital literacy, inadequate technological infrastructure, and the absence of strong government support. This study concludes that structured training programs, improved ICT infrastructure, and supportive regulations are essential to optimize the potential of coffee MSMEs in Labuan Bajo. Strengthening collaboration between government, private sectors, and community stakeholders is also necessary to ensure sustainable competitiveness in the digital era.