Empowerment of Business Owners and Baristas through Digital Marketing Program at Kopi Johar Yogyakarta

Migel Alfanzah Harahap; Yosefany Intan Ingtyas -; Enggar Dwi Laksono; Prima Pratiwi; Julio Roland; Maryam Koria; Irmawati; Sherly Devita; Rila Setyaningsih

doi:10.35568/abdimas.v7i3.4996

Authors

Migel Alfanzah Harahap Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Yosefany Intan Ingtyas - Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Enggar Dwi Laksono Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Prima Pratiwi Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Julio Roland Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Maryam Koria Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Irmawati Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Sherly Devita Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia
Rila Setyaningsih Faculty of Communication and Multimedia Sciences, Universitas Mercu Buana Yogyakarta, Indonesia

DOI:

https://doi.org/10.35568/abdimas.v7i3.4996

Keywords:

Digital Marketing, Coffee Shop, Human Resource Management

Abstract

Human resources are one of the critical factors in the success of a coffee business in the digital era. Therefore, quality education and training are needed to improve business owners' and baristas' skills and knowledge. This research aims to empower business owners and baristas at Kopi Johar Yogyakarta through a digital marketing program. The objectives of this study are to improve the quality of human resources at Kopi Johar, understand the role of education in empowering business owners and baristas, and measure their knowledge of effective digital marketing strategies. The method used in this research is qualitative methods and descriptive , with data collection techniques through observation and in-depth interviews. The results showed that business owners and baristas at Kopi Johar require upgraded digital marketing skills. While they have a basic understanding of coffee culture and customer service, there is a significant need for further development in terms of digital marketing. This is evident from the high interest in the digital marketing training program and active participation in the training sessions. On the positive side, the trainees demonstrated improved skills in creating engaging digital content and online marketing strategies, potentially increasing Kopi Johar's visibility and sales in the future.

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