Kopi Bajing Mejing: Expanding Local Products Towards a Digital Coffee Ecosystem
DOI:
https://doi.org/10.35568/abdimas.v8i4.7075Keywords:
Local Products, Market Expansion, Digital Coffee Ecosystem, Millennial Farmers, E-Commerce MarketingAbstract
Mejing Hamlet in Banjarsari Village, Magelang Regency, holds significant potential in local coffee commodities, which are now being strategically developed through the "Banjarsari Coffee Village" agrotourism development plan, which has been included in the RPJMD (Regional Medium-Term Development Plan). As a first step, the Gemah Ripah Farmers Group was formed, facilitated to produce a distinctive ground coffee product called "Kopi Bajing." This product has a strong and distinctive flavor, not inferior to other commercial ground coffees, but in the initial stages, it was only available locally and not yet widely marketed. Through community service activities, training, and mentoring were provided to the Gemah Ripah Farmers Group to improve capabilities in product management and digital marketing. The training focused on basic e-commerce techniques, an entrepreneurial mindset, and simple business management. As a result, the Group now has an active Instagram account for branding, a Shopee account with a product display and store decoration, and a draft Standard Operating Procedure (POS) for social media and e-commerce management. This initiative marked the beginning of the transformation of Kopi Bajing Mejing as a millennial innovation from the slopes of Magelang, ready to penetrate the modern market. With an entrepreneurial spirit and digital support, young farmers are starting to brew change from the village to a wider and more competitive market.
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