Strengthening The Coffee Value Chain Through Strategic Integration of MSME’s, Tourism, and Digital Innovation

Abstract

This paper explores a strategic model to strengthen Indonesia’s coffee value chain through the integration of micro, small, and medium enterprises (MSMEs), tourism, and digital innovation. Despite Indonesia’s strong position in the global coffee market, MSMEs face challenges related to sustainability, market access, and digital literacy. This community service initiative implements a tripartite approach: mentoring MSMEs, providing digital marketing training, and developing coffee tourism destinations. The results show that combining capacity building, local storytelling, and experiential tourism enhances the value proposition of local coffee. Digital platforms significantly improve operational agility, while coffee tourism offers new revenue streams and reinforces cultural identity. Cross-sector collaboration involving academics, government, and communities proves essential for sustainable ecosystem development. This integrative approach demonstrates that strengthening the coffee value chain requires not only improving production but also fostering innovation, branding, and multi-stakeholder synergy rooted in local potential and global standards.