Strategy to Optimize the Performance of Msmes “Gerobak” Coffee Through the Use of Social Media as a Digital Marketing Tool

DOI

10.2991/978-94-6463-974-2_12How to use a DOI?

Keywords

Coffee Cart Coffee; Social Media; Digital Marketing; Performance Optimization

Abstract

Micro businesses are one part of MSMEs. Various micro businesses that can be developed by business actors are mobile coffee or now also known as coffee carts. Mobile coffee or coffee cart is a form of micro business that sells a variety of coffee menus that are generally in crowded places and can be reached by consumers. This research aims to find out the strategy to optimize the performance of coffee cart MSMEs through the use of social media as a means of digital marketing in Pangkalpinang City. The research used a qualitative method with data collection techniques through observation and interviews with three coffee cart business actors, namely Velo Coffee, Jangkauan Coffee, and Yakku Coffee. The results of the study show that the target market for cart coffee covers various groups, ranging from the lower middle to upper middle economies, with a price range of Rp8,000-Rp20,000 per cup. The promotional strategies used vary: Kopi Velo uses social media such as Instagram, Kopi Jangkauan uses word-of- mouth promotion, while Kopi Yakku implements digital marketing strategies and discounts. Of the three strategies, the use of social media has proven to be more effective in expanding market reach, increasing sales, and strengthening branding. Thus, the use of social media plays an important role in supporting the optimization of the performance of coffee cart MSMEs, especially in the face of increasingly fierce business competition in the digital era.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Dea Shafira Rakhman
AU  - N. Z. Annisa Latifatin
AU  - Hamsani Hamsani
AU  - Vebtasvili Vebtasvili
PY  - 2025
DA  - 2025/12/25
TI  - Strategy to Optimize the Performance of Msmes “Gerobak” Coffee Through the Use of Social Media as a Digital Marketing Tool
BT  - Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
PB  - Atlantis Press
SP  - 76
EP  - 80
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-974-2_12
DO  - 10.2991/978-94-6463-974-2_12
ID  - Rakhman2025
ER  -