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All Journal Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat
Julio Roland
Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Education Social Sciences

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Empowerment of Business Owners and Baristas through Digital Marketing Program at Kopi Johar Yogyakarta Migel Alfanzah Harahap; Yosefany Intan Ingtyas -; Enggar Dwi Laksono; Prima Pratiwi; Julio Roland; Maryam Koria; Irmawati; Sherly Devita; Rila Setyaningsih
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2024): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v7i3.4996

Abstract

Human resources are one of the critical factors in the success of a coffee business in the digital era. Therefore, quality education and training are needed to improve business owners' and baristas' skills and knowledge. This research aims to empower business owners and baristas at Kopi Johar Yogyakarta through a digital marketing program. The objectives of this study are to improve the quality of human resources at Kopi Johar, understand the role of education in empowering business owners and baristas, and measure their knowledge of effective digital marketing strategies. The method used in this research is qualitative methods and descriptive , with data collection techniques through observation and in-depth interviews. The results showed that business owners and baristas at Kopi Johar require upgraded digital marketing skills. While they have a basic understanding of coffee culture and customer service, there is a significant need for further development in terms of digital marketing. This is evident from the high interest in the digital marketing training program and active participation in the training sessions. On the positive side, the trainees demonstrated improved skills in creating engaging digital content and online marketing strategies, potentially increasing Kopi Johar's visibility and sales in the future.  
Co-Authors Enggar Dwi Laksono Irmawati Maryam Koria Migel Alfanzah Harahap Prima Pratiwi Rila Setyaningsih Sherly Devita Yosefany Intan Ingtyas -