Adoption of Technology and Digital Marketing Innovation for the Development of Coffee Production and the Economy of Prohutani Tawangmangu Coffee Farmer Group

Reni Shinta Dewi (Universitas Diponegoro)
Dhaifina Idznitia Apriyani Naimi (Universitas Diponegoro)
Wildan Avian Pratama (Universitas Diponegoro)
Chatrine Cahaya Mykino, ([e-mail])
Syifa Salina (Universitas Diponegoro)
Putra Versa Maulana Amir (Universitas Diponegoro)
Rizkia Ramadhani Andoko (Universitas Diponegoro)
Surya Adi Wijaya Aritonang (Universitas Diponegoro)
Pinkan Viviana Devy (Universitas Diponegoro)

Jurnal Pengabdian Masyarakat Asia
Vol. 7 No. 1 (2026): Jurnal Pengabdian Masyarakat

Purpose: This study evaluated adoption of postharvest technologies and digital marketing among Prohutani Tawangmangu coffee farmers to address quality loss, limited market access, and low incomes, and to assess impacts on livelihoods and value chains. Method: A mixed-methods design combined household surveys, focus group discussions, key informant interviews, and postharvest quality measurements; quantitative data were statistically analyzed and qualitative data coded thematically. Practical Applications: Findings inform cooperatives, extension services, and policymakers on targeted training, investment in processing equipment, product diversification, and e‑commerce strategies to improve product value, market reach, and farmer incomes.  Conclusion: Adoption of postharvest technologies and digital marketing improved quality, enabled product diversification, expanded market access, and contributed to higher household incomes; sustained capacity building and infrastructure support are recommended.