<![CDATA[This community service activity aimed to strengthen digital marketing and customer engagement at KATAMA Coffee & Space in Bandar Lampung through a Community-Based Research (CBR) approach. The activity was motivated by the increasing competition among coffee shops and the need for KATAMA to optimize digital communication while strengthening customer engagement through social media and community-oriented strategies. The CBR approach involved direct observation, structured interviews, identification of customer needs, and collaborative formulation of practical marketing strategies based on the experiences of customers and the business context. Data were collected from ten KATAMA customers consisting of eight students and two private-sector employees, with observations conducted during active business hours. The findings indicate that customers perceive KATAMA as a comfortable, affordable, and productive space for studying, working, socializing, and spending time. Friends and social media platforms, particularly Instagram and TikTok, were identified as important channels through which customers discovered and developed interest in KATAMA. The community-based analysis further identified opportunities to strengthen digital content emphasizing KATAMA's 24-hour operation, comfortable atmosphere, facilities, menu variety, and customer experiences. The activity also highlighted several areas requiring attention, including menu innovation, facility cleanliness, and the development of community-oriented programs. Based on these findings, a digital marketing and customer engagement strategy was formulated around the positioning of KATAMA as a “Student & Productivity Hub,” supported by interactive social media content, student-focused programs, community events, and customer-generated content. The CBR approach demonstrates the value of integrating community knowledge and customer experiences into practical digital marketing development for local businesses. ]]>
