<![CDATA[Abstrak: Transformasi ekowisata kopi melalui teknologi informasi merupakan strategi penting untuk meningkatkan daya tarik dan daya saing destinasi wisata berbasis pertanian. Mitra dalam kegiatan ini adalah Kelompok Tani Aroma Arabika yang beranggotakan 25 orang. Permasalahan utama yang dihadapi adalah rendahnya pemanfaatan media digital sebagai sarana promosi ekowisata kopi. Tujuan pengabdian ini adalah mengoptimalkan website dan media sosial sebagai sarana promosi ekowisata sekaligus meningkatkan soft skill (komunikasi digital, kreativitas konten, manajemen jejaring sosial) dan hard skill (pembuatan website, editing foto/video, analisis media digital) anggota kelompok agar mampu melakukan promosi mandiri. Metode pelaksanaan meliputi: (1) sosialisasi pentingnya branding digital, (2) pelatihan pembuatan konten digital kreatif dan pengelolaan website, (3) penerapan teknologi melalui pengembangan website dan integrasi media sosial, (4) pendampingan intensif dalam implementasi promosi digital, dan (5) evaluasi berbasis sistem monitoring dan evaluasi (Monev) yang mengukur indikator keberhasilan berupa peningkatan keterampilan anggota, kualitas konten digital, frekuensi interaksi media sosial, serta dampak ekonomi melalui jumlah kunjungan dan penjualan produk olahan kopi. Analisis keberhasilan dilakukan dengan pendekatan kualitatif melalui analisis SWOT dan analisis GAP untuk membandingkan kondisi sebelum dan sesudah kegiatan. Hasil menunjukkan peningkatan soft skill dan hard skill anggota sebesar 70%, serta peningkatan nilai ekonomi kelompok sebesar 55% yang ditandai dengan kenaikan jumlah kunjungan wisata dan penjualan produk olahan kopi. Program ini memiliki potensi keberlanjutan melalui kemandirian digital kelompok dan penguatan jejaring promosi online.Abstract: Transforming coffee ecotourism through information technology is an important strategy to increase the attractiveness and competitiveness of agricultural-based tourist destinations. The partner in this activity is the Aroma Arabica Farmers Group, which has 25 members. The main problem faced is the low utilization of digital media as a means of promoting coffee ecotourism. The purpose of this community service is to optimize websites and social media as a means of promoting ecotourism while improving the soft skills (digital communication, content creativity, social network management) and hard skills (website creation, photo/video editing, digital media analysis) of group members so they are able to carry out independent promotions. The implementation methods include: (1) socialization of the importance of digital branding, (2) training in creative digital content creation and website management, (3) application of technology through website development and social media integration, (4) intensive mentoring in implementing digital promotions, and (5) evaluation based on a monitoring and evaluation (Monev) system that measures success indicators in the form of increased member skills, quality of digital content, frequency of social media interactions, and economic impact through the number of visits and sales of processed coffee products. The success analysis was carried out using a qualitative approach through SWOT analysis and GAP analysis to compare conditions before and after the activity. Results show a 70% increase in members' soft and hard skills, as well as a 55% increase in the group's economic value, as evidenced by increased tourist visits and sales of processed coffee products. This program has the potential for sustainability through the group's digital independence and strengthening its online promotional network.]]>
