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All Journal Pixel : Jurnal Ilmiah Komputer Grafis Jurnal Edukasi dan Penelitian Informatika (JEPIN) Journal of Digital Education, Communication, and Arts (DECA) EDUTECH : Jurnal Inovasi Pendidikan Berbantuan Teknologi JUSTIN (Jurnal Sistem dan Teknologi Informasi) JURNAL PATANI: Pengembangan Teknologi Pertanian dan Informatika Prosiding Seminar Hasil Penelitian dan Pengabdian Kepada Masyarakat
Milda Surgani Firdania, Milda Surgani
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences

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Digital Branding Enhancement of Sambas Liberica Coffee Potention with SWOT Analysis in Data Identification Prihartini, Narti; Firdania, Milda Surgani; Akbari, Fiqih
JEPIN (Jurnal Edukasi dan Penelitian Informatika) Vol. 12 No. 1 (2026): Volume 12 No 1
Publisher : Program Studi Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jp.v12i1.102054

Abstract

The development of local commodities, such as Sambas Liberica coffee, requires a comprehensive strategic analysis to identify internal and external factors influencing its growth. Early analysis identified that to support this development need the work from stakeholders such government in supporting MSMEs of Sambas Liberica Coffee for marketing and business assistance. The academic institution through the initiation of teaching factory can provide the valuable researchs that could also support potention of Liberica Coffee in Sambas Regency. This research employs a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to map these factors, which are then quantitatively evaluated using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The study highlights the pivotal role of Sambas State Polytechnic (Poltesa) through its Liberica Research Center, which provides academic strength, digital technology application, and collaborative synergy with local farmers and MSMEs. The research specifically examines the implementation of digital branding strategies through Instagram @plrcpoltesa as a hands-on technology approach to support market expansion. The IFE matrix score of 2.95 indicates a strong internal position, driven by unique product attributes and strong academic support. Meanwhile, the EFE matrix score of 2.65 shows a responsive capacity to external opportunities, particularly the global specialty coffee trend and digital market expansion. The strategic recommendations emphasize leveraging digital platforms for brand positioning and market penetration.
Co-Authors Akbari, Fiqih Azizul, Muhammad fathushahib, fathushahib Fiqih Akbari Helen Sastypratiwi, Helen Kurmazi, Rezi Marselia , Maya Maya Marselia, Maya Narti Prihartini, Narti Noferianto Sitompul Nurhayati Nurhayati Ruri Rantika Sari Salahuddin Salahuddin Sani, Chaerul Sitompul, Noferianto Tursina Tursina