STRATEGI BRANDING DAN DIGITAL MARKETING UNTUK MEMPERLUAS JANGKAUAN PASAR KOPI GAYO TAKENGON - Lubis, Adelina; Wijaya, Muslim; Tarigan, Raudha Anggraini (Universitas Muhammadiyah Mataram, 2026)
Abstrak: Program Pengabdian kepada Masyarakat (PkM) ini bertujuan meningkatkan kapasitas pelaku usaha Kopi Gayo Takengon dalam memperkuat strategi branding dan digital marketing guna memperluas jangkauan pasar. Meskipun Kopi Gayo dikenal sebagai produk kopi premium, pelaku usaha di Takengon masih menghadapi kendala dalam membangun identitas merek yang konsisten dan memanfaatkan platform digital secara optimal. Kegiatan dilaksanakan di Desa Tawar Miko, Kabupaten Aceh Tengah, dengan melibatkan 20 peserta yang terdiri dari petani kopi, pengolah biji kopi, serta pelaku UMKM dan kedai kopi. Metode pelaksanaan meliputi pemetaan kebutuhan, pembekalan teori, pelatihan berbasis praktik, pendampingan, dan evaluasi. Materi difokuskan pada pengelolaan brand identity, storytelling produk, pembuatan konten digital, pengelolaan media sosial, serta strategi pemasaran melalui marketplace. Hasil kegiatan menunjukkan peningkatan kemampuan peserta dalam membangun identitas merek yang kuat, menghasilkan konten visual yang menarik, serta mengelola platform digital secara konsisten. Selain itu, sebagian peserta mengalami peningkatan interaksi pelanggan dan penjualan. Program ini berkontribusi terhadap peningkatan daya saing Kopi Gayo Takengon di pasar nasional dan internasional.Abstract: This Community Service Program (PkM) aims to improve the capacity of Gayo Takengon coffee businesses in strengthening their branding and digital marketing strategies in order to expand their market reach. Although Gayo coffee is known as a premium coffee product, businesses in Takengon still face obstacles in building a consistent brand identity and optimizing the use of digital platforms. The activity was carried out in Tawar Miko Village, Central Aceh Regency, involving 20 participants consisting of coffee farmers, coffee bean processors, as well as MSME and coffee shop entrepreneurs. The implementation methods included needs mapping, theoretical training, practice-based training, mentoring, and evaluation. The material focused on brand identity management, product storytelling, digital content creation, social media management, and marketing strategies through marketplaces. The results of the activity showed an increase in the participants' ability to build a strong brand identity, produce attractive visual content, and manage digital platforms consistently. In addition, some participants experienced an increase in customer interaction and sales. This program contributed to increasing the competitiveness of Takengon Gayo Coffee in the national and international markets.