PELATIHAN STRATEGI PEMASARAN DIGITAL UNTUK MEMPERKUAT BRANDING PRODUK KOPI DESA BELATUNGAN MELALUI MEDIA SOSIAL, E-COMMERCE, DAN DESAIN KEMASAN BERKELANJUTAN

Digital marketing strategy training to strengthen the branding of Belatungan Village Coffee products through social media, e-commerce, and sustainable packaging design

Abstract

This community service research aims to increase the capacity of digital marketing and branding of coffee products within the Sustainable Farmers Group in Belatungan Village, Tabanan, Bali, through social media training, e-commerce optimization, and sustainable packaging design. This study uses a participatory-descriptive approach that involves needs analysis, hands-on training, implementation, and evaluation using pre- and post-test tests. Marketing problems are mapped with the Fishbone Diagram to identify the root cause and formulate targeted solutions. The results showed significant improvements, including a 62-point increase in digital competency scores, a surge in e-commerce account activation from 20 to 80, and an average growth in social media engagement of 21.4 points after the training. There was also a striking transformation of product packaging to be more professional and environmentally friendly, along with an increase in average participant income by 124%. The study concludes that a community-based training model that integrates social media, marketplace platforms, and sustainable packaging is effective in increasing the competitiveness of local coffee products and strengthening the village economy inclusively and sustainably.