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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik al-Afkar, Journal For Islamic Studies Jurnal SEGAR JUTEKS Jurnal Ekonomi Manajemen Sistem Informasi JuTEkS (Jurnal Teknik Elektro dan Sains) International Journal Of Science, Technology & Management (IJSTM) Gladi : Jurnal Ilmu Keolahragaan Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Sosial Humaniora dan Pendidikan (JUSHPEN) Central Publisher OKTAL : Jurnal Ilmu Komputer dan Sains Buletin Ilmiah Ilmu Komputer dan Multimedia (BIIKMA) Social Impact Journal Alfihris: Jurnal Inspirasi Pendidikan Tut Wuri Handayani : Jurnal Keguruan dan Ilmu Pendidikan DEDIKASI : JURNAL PENGABDIAN KEPADA MASYARAKAT Multidisciplinary Indonesian Center Journal ACTIVE: Journal of Physical Education, Sport, Health and Recreation Jurnal Hukum, Administrasi Publik dan Negara Inventa: Journal of Science, Technology, and Innovation
Muhamad ilham
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Journal : Multidisciplinary Indonesian Center Journal

 1 
BRANDING AND DIGITAL PROMOTION STRATEGIES OF STREET COFFEE MSMES TO ENHANCE SALES COMPETITIVENESS: A CASE STUDY IN KOTABUMI, INDONESIA Muhamad Ilham; Irsandi
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2260

Abstract

The rapid growth of Indonesia’s coffee industry has intensified competition among micro, small, and medium enterprises (MSMEs), particularly street coffee businesses that rely on simple concepts, affordability, and accessibility. This study aims to analyze branding and digital promotion strategies implemented by street coffee MSMEs in Kotabumi, North Lampung, to enhance sales competitiveness. A qualitative case study approach was employed. Data were collected through in-depth interviews with business owners and employees, direct observation, and documentation of digital promotional activities on social media platforms. Data were analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing. The findings reveal that branding strategies were implemented through brand identity development, including business name, logo, color consistency, booth design, and product differentiation. Digital promotion strategies mainly utilized Instagram, TikTok, and WhatsApp Business through product photos, coffee-making videos, and promotional content. These strategies positively impacted market reach, customer acquisition, and sales stability. However, several constraints were identified, such as limited resources, inconsistent visual identity, and suboptimal content management. This study concludes that consistent branding and planned digital promotion are essential to strengthening competitiveness and ensuring the sustainability of street coffee MSMEs.
Co-Authors A. Nixia Tenriawaru Agus Salim Arie Ardiansyah Aries Saifudin Bagus Priambodo Damar Eulan David Apriansyah Fairuz Ula, Rifqi Ferdian kosagiama Fikriando, Eko Hanafi Malik Hayatunnisa Hayatunnisa Hidayat Humaid Irsandi Ismaidar I, Ismaidar Iwan Sumirat Jenika Fejrin Lalu Ziadatan Husni Lasma Sinambela Maisyan Rizaldi Mendrofa, Kevin Milki Salwa Nor Azizah Muhamad Fian Muhamad Parhan Muhammad Faisal Lutfi Amri Muhammad Rendy Nurhakiki Muzakkir Nadya Dwi Oktafiranda Novi Apriani NURUL AZIZAH Opa Mustopa Raja Muhammad Amin RAMADHI RAMADHI Restu Wibawa Riki Martin Rio Wakhid Hujjatul Islam Rizka Antoni Sutarman Syahidin Syahidin Tirto Apriyanto Wayan Gastiadirrijal Yasmirah Mandasari Saragih Yudi Prastyo YUNUS MUSA