Digital Marketing Application to the Coffee Marketing System at PT Bogor Kopi Indonesia

¹ Agribusiness Management Study Program, College of Vocational Studies, IPB University Bogor 16128, Indonesia
² Departement of Agribusiness, Faculty Economy and Management, IPB University, Bogor 16680, Indonesia
³ Production Technology And Agricultural Community Development Study Program, College of Vocational Studies, IPB University, Bogor 16128, Indonesia

^* Corresponding author: donisahat@apps.ipb.ac.id

Abstract

PT Bogor Kopi Indonesia is a company engaged in developing coffee farmers in the Bogor area and marketing coffee in the form of green beans and roasted beans. Every year, people’s coffee consumption continues to increase, so the demand for coffee continues to grow. In looking for a market to market its products, PT Bogor Kopi Indonesia applies digital marketing to the system forcing carried out. The company implements digital marketing through the company’s website and social media. In this case, PT Bogor Kopi Indonesia uses Instagram as a means to reach consumers. The purpose of this study is to determine the impact that occurs if PT Bogor Kopi Indonesia implements digital marketing in its marketing system and whether it has a positive effect on the company. The method used in this study is the Business Model Canvas (BMC) analysis method to make it easier to analyze the company’s situation and see changes that occur based on the nine blocks contained in the BMC method. The application of digital marketing at PT Bogor Kopi Indonesia has succeeded in building the trust of other companies to cooperate with the company; various content uploaded through social media attracts various parties to become consumers of PT Bogor Kopi Indonesia so this causes an increase in the company’s revenue.