Pemberdayaan UMKM Kopi Gula Aren Melalui Literasi Digital, Strategi Pemasaran Hybrid, dan Pengembangan Rantai Pasok Produk di Desa Kasomalang Kulon Subang

Budi Nur Rochmadi; Lira Agusinta; Muhammad Iqbal Firdaus; Edi Abdurachman; Basri Fahriza

doi:10.59024/jnb.v4i3.777

Authors

Budi Nur Rochmadi Institut Transportasi dan Logistik Trisakti
Lira Agusinta Institut Transportasi dan Logistik Trisakti
Muhammad Iqbal Firdaus Institut Transportasi dan Logistik Trisakti
Edi Abdurachman Institut Transportasi dan Logistik Trisakti
Basri Fahriza Institut Transportasi dan Logistik Trisakti

DOI:

https://doi.org/10.59024/jnb.v4i3.777

Keywords:

Digital Literacy, Hybrid Marketing, MSME Empowerment, Palm Sugar Coffee, Product Supply Chain

Abstract

Setro Hejo palm sugar coffee MSME in Kasomalang Kulon Village, Subang Regency, has strategic potential by combining local coffee, palm sugar as a distinctive flavour identity, and village tourism experiences. However, the partner still faces several challenges, including offline-dominated marketing, unmeasured contribution of social media to sales, unstable sales, price competition, limited production equipment, and inadequate business records. This community service programme aimed to strengthen the partner’s capacity in digital literacy, hybrid marketing strategies, product supply chain development, and basic business management. The activity was conducted on 17–18 April 2026 through field observation, discussion, outreach, training, interactive consultation, and simple practice. The materials covered the use of Instagram, WhatsApp, TikTok, marketplaces, Google Maps, local branding, packaging, coffee experience, raw material planning, inventory control, customer databases, and simple financial records. The results indicate improved participant understanding of hybrid marketing, niche market selection, added value through coffee education tourism, and the importance of systematic supply chain and business records. Further assistance is needed to validate sales data, develop packaging, diversify products, design coffee education tourism packages, and gradually provide production equipment.

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