Using Digital Marketing to Enhance Sustainability in The Coffee Business

The increase in coffee consumption in Indonesia stimulate the coffee business growth in Indonesia. To be successful in the coffee industry, entrepreneurs must find the most appropriate way to win the competition, considering the low barriers to opening a coffee business that causes tight competition. To win the competition, Kopi Gac must keep up with technological developments and take advantage of these developments to increase sales. By using digital marketing, business is considered to be able to improve the company's brand image. This research aims to formulate the most suitable digital marketing strategy to be run by Kopi Gac to achieve business sustainability. Researchers use the SWOT analysis and TOWS matrix to find the best alternative digital marketing strategy for Kopi GAC. It is recommended that companies open websites, collaborate with online shopping platforms, create content on social media, participate in trending hashtags, take advantage of paid ads, and increase store ratings on social media and marketplaces.