EMPOWERING COFFEE SMES IN LABUAN BAJO THROUGH MARKETING AND E-COMMERCE

Abstract

Empowerment of coffee MSMEs in Labuan Bajo is very important given the huge tourism and local economic potential. The purpose of this service is to strengthen the competitiveness of coffee business actors through the application of digital marketing strategies and e-commerce integration. The methods include interactive training, content creation assistance, social media management, and integration of digital platforms and marketplaces. Based on the results of the training and participant interviews, there was an increase in engagement, online visibility, and understanding of digital marketing that had a significant impact on sales potential and market exposure. This approach is in line with the findings that digital marketing and e-commerce contribute positively to the financial performance and sustainability of SMEs in Indonesia.