DIGITAL TRANSFORMATION OF COFFEE SMES IN LABUAN BAJO TOURISM: ENHANCING COMPETITIVENESS AND SUSTAINABILITY

Abstract

This community service program aimed to enhance the competitiveness and sustainability of coffee SMEs in Labuan Bajo, a super-priority tourism destination in Indonesia, through digital transformation. The intervention focused on Databajo Coffee and other local SMEs facing challenges in digital marketing adoption, e-commerce integration, and online brand visibility. Using a participatory action approach, the program involved a needs assessment, training workshops on digital marketing and e-commerce, one-month mentoring, and post-program evaluation. Results indicated a significant improvement in digital literacy, with 92% of participants able to manage social media business accounts independently compared to 28% before the program. Online engagement increased by 170%, and e-commerce visits rose by 60%, leading to a 25-35% growth in monthly sales. The findings suggest that targeted digital transformation initiatives can strengthen SME competitiveness in tourism-based economies, provided that continuous mentoring and collaborative marketing efforts are maintained.