Digitalization and Branding of Local Coffee Based on Sustainability Principles

Abstract

Indonesia is one of the world's largest coffee producers and boasts numerous advantages in the global market, including unique flavors derived from highland cultivation and inherited traditions. Indonesian coffee holds significant potential; however, many local coffee MSMEs, including farmers, processors, and business owners, have yet to fully utilize digital technology. Another issue that needs attention is sustainability. Global consumers are increasingly concerned about the quality of the products they consume, including coffee. Coffee entrepreneurs must be able to apply branding and sustainability principles to their businesses. To build branding, entrepreneurs must choose a brand, logo, and tagline that create a lasting impression on customers. Effective marketing is also essential. Digital marketing can reach and engage with a broader target market. Effective digital marketing requires specialized management, including content management and customer interaction. To assess the success of their marketing strategy, entrepreneurs can compare pre- and post-marketing sales, social media engagement rates, new customers, and customer feedback. In the long term, coffee businesses need to implement sustainability principles. There are three main pillars of sustainability: environmental sustainability, economic viability, and social acceptability. Environmental sustainability encompasses practicing sustainable agriculture. Increasing information and knowledge about the coffee supply chain is expected to improve the sustainability of various MSMEs operating in the coffee sector. The application of this new knowledge is expected to improve welfare, thereby maintaining the sustainability of coffee products.