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

. 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.


Introduction
Coffee is one of the plantation commodities that has a fairly important role in economic activities in Indonesia and one of Indonesia's export commodities, which is quite important as a foreign exchange earner country.Other than oil and gas, coffee also has increasingly open export opportunities, besides that, the domestic coffee market is also still quite large (Central Statistics Agency 2020).Every year Indonesia's coffee consumption and even the world is increasing.Digital marketing is growing over time.Digital marketing has become a new phenomenon that unifies customization and mass distribution to achieve marketing goals.The distinctive features and usefulness of digital media in marketing have created a development of channels, format and language that is different from offline marketing systems [4].In practice, digital marketing focuses on managing the company online, such as company websites, company social media, and communication techniques.Online such as search engines, online advertising, email marketing and partnerships with other websites [2].PT Bogor Kopi Indonesia is a company engaged in providing coffee agricultural products and fostering coffee farmers in Bogor Regency.Coffee consumption in Indonesia has increased from the previous year.According to data from the International Coffee Organization (ICO), coffee consumption in Indonesia reached 5 million 60 kg bags in 2020-2021.This amount increased by 4.04% compared to the previous period of 4.81 million bags measuring 60 kg.Coffee consumption in Indonesia in 2020-2021 also became the highest in the last decade.In addition, Indonesia is included as the country with the highest coffee consumption in the world.Indonesia is in fifth place or below Japan, whose coffee consumption reaches 7.39 million bags measuring 60 kg (Mahmudan 2022).Indonesia's coffee consumption data is comparable to the rampant establishment of coffee outlets, both small and large.This shows that the higher the demand for coffee agricultural products.As a company engaged in this field, PT Bogor Kopi Indonesia has a great opportunity to market coffee both in the form of green beans or roasted beans.To reach this demand, PT Bogor Kopi Indonesia uses digital media as a tool to market its products more broadly and can reach a wider market far away.In addition to it, the use of digital media as a marketing medium is also aimed at building public trust in the company.With various content uploaded by the company through its social media, it will grow brand awareness in the minds of consumers and consumers' trust to consume or cooperate with the company.Therefore, the purpose of this study is to see the changes that have occurred in PT Bogor Kopi Indonesia after the digital marketing era in the system of its marketing.Using the Business Model Canvas analysis method by mapping the company's conditions according to actual requirements so that changes can be seen.

Methods
The method used in the implementation of this study is a descriptive qualitative method.Qualitative research methods are methods based on data processing that is descriptive [3].Qualitative research of a descriptive nature is carried out to explain existing research without providing manipulation of the variable data studied by conducting direct interviews [1].The data obtained and used in this study are derived from various sources, namely observations, company records, records when conducting surveys and interviews directly with the company so that the data obtained can be in accordance with the actual state of the company in the field.The types of data used by researchers in this study are primary data types and secondary data.Preliminary data used is based on the research carried out, while secondary data is used to support research, such as in a literature study or data obtained based on previous research that is relevant to the research conducted by the researcher.

Results and Discussion
PT Bogor Kopi Indonesia is one of the companies providing coffee plantation products in Bogor, West Java, which has been established since 2015.PT Bogor Kopi Indonesia is also a company developing coffee farmers in several places in the Bogor area.The company is determined to take a role in realizing and improving the welfare of coffee farmers and raising the coffee industry in Indonesia.
Coffee consumption in Indonesia has increased significantly, and is one of the countries with the largest coffee consumption.This makes the demand for coffee increase and becomes an excellent opportunity for PT Bogor Kopi Indonesia to continue to provide guidance to coffee farmers so that more and more produce coffee beans in larger quantities to market.In reaching a broad market, PT Bogor Kopi Indonesia applies digital marketing through its website and Instagram to build brand trust or brand awareness to attract customers or potential customers to cooperate and consume products marketed by PT Bogor Kopi Indonesia.The company introduces various products owned through its social media and website.Besides that, the company also carries out various activities in guiding coffee farmers around Bogor and by PT Bogor Kopi Indonesia, as well as various other content intended as information for everyone who sees the content.
In this study, an analytical tool was used in the form of a business model canvas has nine different business blocks to map the company's condition.The nine blocks are: customer segment, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners and cost receipts that support each other and support each element.The following are the results of the Business model canvas analysis at PT Bogor Kopi Indonesia related to the digital marketing application in the coffee marketing system carried out by the company.

Customer segments
Mapping the Business model canvas at PT Bogor Kopi Indonesia begins with customer segmentation or grouping of customers who are the target of a company.Customer segmentation is an important thing for companies to do because this will determine the customers who are the main targets of the company.Customer segmentation owned by PT Bogor Kopi Indonesia is divided into two parts, namely customer segmentation in coaching activities and customer segmentation as a target to market agricultural products coffee.In terms of coaching, the company target's customers are coffee farmers.
The purpose of the company is to help coffee farmers manage the plantation and processes ranging from upstream, downstream to post-harvest.The farmers will assisted in producing selected and quality coffee beans.The next customer segmentation is related to the marketing of coffee agricultural products in the form of Green Bean and Roasted Bean.PT Bogor Kopi Indonesia has several customer segmentations in marketing its products, namely the coffee industry, such as PT Torabika and PT Asia Makmur as consumers in collaboration with PT Bogor Kopi Indonesia, in addition to the coffee industry, the company also has customer segmentation such as exporters, hotels, restaurants, golf and coffee shops as sectors that also need coffee agricultural products as an input for its products.

Value Propositions
The next Business model canvas block is value added.Added value is very important for the company, because it determines whether customers consume a company's products or not.The proportion of value must meet every desire or need of the customer segmentation targeted by a company.The proportion of values is also a determinant of customer loyalty to an enterprise.Therefore, the proportion of values is something important for the company.PT Bogor Kopi Indonesia has a different proportion of value to the two targeted customer segmentations.For customers who are included in the coaching department, of course, the added value of the company is the commitment to cooperate and distribute the coffee agricultural products produced by farmers and assist farmers in managing coffee plantations to the harvest and post-harvest processes.The following proportion of value is the proportion offered by PT Bogor Kopi Indonesia related to the marketing of coffee agricultural products to customer segmentation in the form of industry and various sectors that require coffee as an input for their products.The proportion of these values is quality and quantity.In terms of quality, PT Bogor Kopi Indonesia offers green bean coffee quality ranging from grade 1 to grade 4.Besides that the company also fosters coffee farmers directly until the post-harvest process.This makes the quality of the coffee beans produced and marketed by PT Bogor Kopi Indonesia guaranteed quality.In terms of quantity, the company can also produce and meet customer demand for coffee, especially green beans.This is because PT Bogor Kopi Indonesia directly fosters coffee farmers in Bogor, which amounts to hundreds of farmers from various villages and farmer groups so that they can fulfill the demand for coffee from customers.

Channel
Channels or, as means Liaison for a company with customer at PT Bogor Kopi Indonesia that use Channels digital and social media like WhatsApp, Instagram and web media sites.To connect immediately with the company, customers get to contact PT Bogor Kopi Indonesia through live chat WhatsApp so that they can connect with party company to Deliver Significance directly.Besides WhatsApp, customers also get connected with the company through social media, Instagram, and then the website of their own company.Social media exist Various accounts that the company uploads to information related to PT Bogor Coffee Indonesia.Customers could see what products we sell, previous and current activities, question and answer section and education section.PT Bogor Indonesian Coffee does not market Products immediately at the user end, but to the industry to process returns before Marketing towards the user end.In the first place, the company uses Instagram and then develops company's website as a tool to build customer's belief in the company and as a source of information for them.

Customer relationship
The next element of the Business Model Canvas is customer relationships.In this case, the customer relationship is the company's way of maintaining a good relationship with the customer to retain its customers.The good relationship that customers get from a business will create loyalty to the company.PT Bogor Kopi Indonesia, in maintaining employee relations, performs services that are expected to develop and maintain customer loyalty to the company.Customer relationships formed by PT Bogor Kopi Indonesia for customer segmentation in the form of coffee farmers, including assisting assisted farmers in applying for People's Business Credit (Kredit Usaha Rakyat), assisting administration farmers or farmer groups in the process of disbursement of government subsidy, farmer guidance on coffee plantations from upstream, downstream to post-harvest, introducing products to customers as well as accept criticisms and suggestions given by customers.Farmers will find it easier to get subsidies or government assistance if they are members of a combination of farmer groups.
Currently, PT Bogor Kopi Indonesia fosters 8 farmer groups from 8 villages in the Bogor area.The assisted farmers still need guidance regarding technology, administration and subsidies.Therefore, one way is maintaining a good relationship between the company and existing assisted farmers, namely by providing assistance related to things that are still considered difficult to do in private.This is also done so that farmers can continue to trust and the cooperative relationship with the company is getting better.One of the ways the company maintains good relations with customers of coffee agricultural products is by accepting criticism and suggestions about the products being marketed and the services provided by the company.This is done to maintain good relations between the two parties and maintain the cooperative relationship that has been established.

Revenue streams
The next element of the Business model canvas is the company's revenue stream.PT Bogor Kopi Indonesia has a revenue flow that comes from the sale of various company products.These products include green beans and roasted beans.Green beans offered by PT Bogor Kopi Indonesia have many variations ranging from grade 1 to grade 4. In addition, the company also provides coffee from various villages in Bogor Regency.PT Bogor Kopi Indonesia initially bought 60 tons of green beans from farmers in Bogor Regency, and after its application of digital marketing through social media and company websites, the consumption of green beans from local farmers increased to 80 tons per month.This is due to the increasing demand and consumption of coffee and the cooperation parties that have grown.In contrast, a roasted bean is a coffee bean that has gone through the sangria process to have a black or blackish-brown colour.
PT Bogor Kopi Indonesia collaborates with local roasteries to produce roasted beans that suit the needs of buyers.Currently, the company has a demand for roasted beans 1 ton every month.Green Bean is usually marketed for large industries and exports, while the roasted bean is sold for hotels, restaurants, golf clubs and primarily for coffee shops.PT Bogor Kopi Indonesia applies digital marketing to the coffee marketing system, which is carried out to build good branding and foster the trust of customers who see social media or the company's website to become interested and become part of the customers of PT Bogor Kopi Indonesia.The revenue flow obtained by PT Bogor Kopi Indonesia in one month before and after the application can be seen in Table 1.Based on Table 1, it is known that PT Bogor Kopi Indonesia sold roasted beans in the amount of 800 kg before the digital marketing application was carried out on its marketing system and increased to a number of 1 ton or 1000 kg after application digital marketing.This also happened to green bean sales, which previously amounted to 60 tons in one month, increased to 80 tons in one month due to customer confidence in the company after a broader branding was carried out by using digital marketing applications in PT Bogor Kopi Indonesia.The increase in sales certainly has a good impact on the company's finances.The company's revenue flow increased by 33% in one month of sales.Previously, the company earned IDR 16,033,000,000 in one month and after the digital marketing application, the company's revenue increased to IDR 21,364,000,000.

Key Resources
The element that has the next important role in an enterprise is the main resource of the company.A company will certainly not run according to plan if it does not have supporting resources in it.Every company must have the leading resources in the form of human resources or employees, physical and financial resources.All resources owned by the company support each other to form a business that runs smoothly.PT Bogor Kopi Indonesia has these three resources to carry out business activities carried out by deer.The first resource is human resources.PT Bogor Kopi Indonesia has human resources in the form of one president director and 7 employees consisting of area managers, admins, and accounting.Chief of plantation staff, head of the warehouse, quality control and driver.The employee is assigned on a basis with the position occupied for the coaching and marketing coffee agricultural products.In addition to human resources, physical resources owned by PT Bogor Kopi Indonesia are coffee warehouses, water content measuring devices, scales, sorting tools, pulper or fruit peeling machines, huller machines or coffee grain peeling machines, roasting machines and grinder machines.
The physical resources owned by the company support the running of business activities carried out by the company.The company also has financial resources as the initial capital for doing business.The financial resources used by PT Bogor Kopi Indonesia are in the form of the company's working capital of Rp2,500,000,000 and the capital of the bank's funding of IDR 6,500,000,000 so the financial resources are owned by a farmer development company and coffee agricultural product provider PT Bogor Kopi Indonesia which amounts to Rp9,000,000,000.Various sources owned by the company support each other to create appropriate company business activities so that they can run smoothly.

Key Activities
The next element of the Business Model Canvas is a key activity.This key activity block is a series of activities carried out by PT Bogor Kopi Indonesia to produce products with a proportion of the value offered.The key activities carried out by the company are the development of coffee farmers in the Bogor area and the marketing of kopi agricultural products in the form of green bean and roasted bean.

Development of coffee farmers in Bogor area
The guidance carried out by PT Bogor Kopi Indonesia is a coffee farming development consisting of an on-farm subsystem in the form of intensification, which is one of the efforts to increase agricultural or agricultural products by cultivating land that exists.Currently, the company has established methods in terms of intensification of farmers' coffee plantations, namely adding trees to existing land, carrying out the process of cuttings of coffee stems, tools coffee twigs, weeding of coffee shoots, spraying weeds, fertilizing the soil spraying pesticides and foliar fertilizing.In addition to intensification, there is also extensification in the form of efforts to increase agricultural yields by expanding land, such as planting coffee on new land.Other coaching activities carried out by PT Bogor Kopi Indonesia are in the form of guidance on off-farm subsystems from upstream to downstream of the coffee bean picking, post-harvest processes, the drying process, and the packaging process.

Marketing of Green Bean and Roasted Bean
PT Bogor Kopi Indonesia markets its products in the form of coffee agricultural products directly without going through intermediaries.The company buys green bean from the assisted farmers and then stored in warehouses and then Part of the green bean is processed into roasted bean.Green Bean or roasted bean that will be handed over to customers is distributed directly from the company's warehouse to other industries that buy the product.

Upload social media content
PT Bogor Kopi Indonesia uploads information related to visits, cooperation or coaching activities carried out by the company, company products and the process before being marketed, question and answer content, and educational content on the company's personal Instagram page.The upload of this content is carried out regularly as a form of interaction with Instagram followers who attract customers and potential customers from PT Bogor Kopi Indonesia.

Key Partners
In running a business, cooperation with external parties is needed to support the company in creating a proportion of the value of the products to be marketed.PT Bogor Kopi Indonesia collaborates with various parties to carry out guidance for coffee farmers and the marketing of coffee agricultural products.The cooperation party of PT Bogor Kopi Indonesia, namely

Colleges
PT Bogor Kopi Indonesia collaborates with universities such as IPB University to provide guidance to farmers.Experts such as lecturers in agriculture and various things needed by farmers provide material to coffee farmers assisted by the company.This collaboration is carried out so that the coffee farmer development program carried out by PT Bogor Kopi Indonesia gets appropriate speakers and experts in their fields.

Coffee farmers
Coffee farmers, as a party in collaboration with PT Bogor Kopi Indonesia, have a role as suppliers of coffee agricultural products in the form of coffee beans.Currently, there are more than 200 coffee farmers assisted by the company from 8 villages in Bogor regency.

Vehicle Rental Company
To distribute coffee beans to customers, PT Bogor Kopi Indonesia collaborates with service providers such as truck vehicles as a means of transportation that delivers the company's products to customers.In one month, PT Bogor Kopi Indonesia can sell coffee products 8 times to the costumers.

Farm shop
To meet various supporting needs for coffee cultivation, such as tools and supporting materials for coffee cultivation from upstream to downstream.In the cooperative relationship with PT Bogor Kopi Indonesia, agricultural stores play a role in procuring coffee cultivation inputs.

Industry, Exporter, Hotel, Restaurant and Coffee Shop
PT Bogor Kopi Indonesia collaborates with various coffee industries in Indonesia, exporters, hotels, restaurants and coffee shops which consume the company's products in the form of green beans or roasted beans.Some of the company's cooperation parties include Dimitree Coffee, Raindear Coffee, Golf Rainbow Hills, Salak Hotel, Jayakarta, Grand Ussu, Ayuda Group, and Rizen Premiere.

Cost Structure
In carrying out key activities, each company needs costs to support the activities.PT Bogor Kopi Indonesia incurs fixed costs and variable costs every month.The fixed costs incurred are in the form of employee's salary and electricity and water.Variable costs consist of expenses incurred for the purchase of coffee beans to farmers, the cost of distributing coffee to customers, coaching costs and unexpected costs.For more details, the cost structure yang issued by PT Bogor Kopi Indonesia can be seen in Table 2. Based on Table 2, it is known that the cost structure at PT Bogor Kopi Indonesia has increased between before and after the digital marketing application at the company.This is due to an increase in the number of products sold, so the cost to buy coffee beans increases.Previously, the costs incurred by the company every month amounted to RP1,399,900,000, and after the implementation of digital marketing, the costs increased to IDR 1,849,200,000 incurred by the company every month

Conclusion
The conclusion obtained based on the results of the analysis that has been carried out on the digital marketing application carried out by PT Bogor Kopi Indonesia using an analytical tool in the form of a Business Model Canvas is that there is an increase in income the company due to the increasing demand for the company's products.A growth that occurred by 33% in the company's revenue in one month.Before the digital marketing application, PT Bogor Kopi Indonesia earned income of IDR 16,033,000,000 in one month, which increased after the digital marketing application was carried out to IDR 21,364,000,000 in one month.The broader market reach, the increasing number of consumers and the increasing demand for products from PT Bogor Kopi Indonesia are the impact of digital marketing applications through Instagram and websites done by the company.With the results obtained, it can be seen that the digital marketing application carried out by PT Bogor Kopi Indonesia is considered successful because it brings good changes to the company.

Table 1 .
Revenue flow of PT Bogor Kopi Indonesia

Table 2 .
Cost Structure of PT Bogor Kopi Indonesia in One Month.