Keywords
Coffee Shop
Shopee
Tokopedia
Abstract
The development of technology changes the interaction in marketing communication from face to face to screen to face. This has led to an increase in internet users and social media users in Indonesia which has an impact on increasing interest in shopping online (Hidayah, 2018). One of the Marketing Expert Experts Yuswohadi said that if they want to survive, MSME players must be able and able to maximize the benefits of digital development (Maulana, 2017). This research is a action research with a qualitative approach. This research was conducted by intensively studying the background of the establishment of the shop and the way marketing is done now. This research explores data sourced from coffee business actors. The place in the research is Kedai Coffee Warja in Sukaratu sub- district, Tasikmalaya district. In this way we can explore further the potential that can be done in the development of this business. The results of the above research show that how the journey of the establishment of this shop until it was closed due to Covid- 19 and maintaining sales of products available at this shop. With this in line with the Digital Marketing process they do for Kedai Coffee Warja by promoting through social media, namely Instagram through the Kedai Coffee Warja account. We also made observations for the marketplaces they already have, namely Shoppe and Tokopedia The results showed that Kedai Coffee Warja experienced a successful journey in standing up, facing the challenges of Covid-19, and maintaining sales of its products. The use of digital marketing, especially through Instagram and Facebook, has helped this shop gain popularity among the public. The branding and digital marketing strategies implemented by Kedai Coffee Warja include the use of social media and marketplaces such as Shopee and Tokopedia.
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