<![CDATA[This study aims to analyze the digital marketing strategy implemented by Kanca Coffee in an effort to enhance competitiveness amid the increasingly intense competition in the coffee shop industry, particularly in Bogor City. The research method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, documentation, and the distribution of questionnaires to internal parties at Kanca Coffee. The analysis was carried out using IFAS, EFAS, and SWOT matrices to identify internal and external factors that influence the effectiveness of the digital marketing strategy. The research findings indicate that Kanca Coffee has four strengths and four weaknesses based on the internal factor analysis, and five opportunities and five threats based on the external factor analysis. The SWOT analysis resulted in two SO strategies, two WO strategies, two ST strategies, and two WT strategies derived from the combination of internal and external factor indicators. In the competitive profile analysis, it was found that Kanca Coffee ranks second among its competitors in terms of digital marketing performance.]]>
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