Strengthening Coffee Shop Competitiveness Through Digital Promotion And Product Innovation: A Case Study Of Kopi Qita

Abstract

The growth of the coffee shop industry in Indonesia has increased significantly, particularly among younger generations. This phenomenon requires business actors to develop adaptive business strategies to enhance competitiveness in an increasingly competitive market environment. This study aims to analyze the business development strategy of Kopi Qita through the optimization of digital promotion, product innovation, and online sales enhancement. This research employed a qualitative method with a case study approach. Data were collected through direct observation, documentation, and analysis of the business’s internal conditions. The findings reveal that Kopi Qita faces several major challenges, including the suboptimal utilization of digital media for promotional activities, the low contribution of online sales, and limited product variety offered to customers. However, shifting consumer behavior, in which coffee shops function as productive and social spaces, provides substantial market opportunities for business expansion. The recommended strategies include strengthening digital promotion through social media, developing product innovation based on consumer preferences, optimizing online sales platforms, and implementing customer loyalty programs. These strategies are expected to enhance the competitiveness and long-term sustainability of Kopi Qita’s business.