Digital Branding Enhancement of Sambas Liberica Coffee Potention with SWOT Analysis in Data Identification
DOI:
https://doi.org/10.26418/jp.v12i1.102054Keywords:
Strategic Analysis, SWOT, Liberica Coffee, Digital Branding, Teaching Factory,Abstract
The development of local commodities, such as Sambas Liberica coffee, requires a comprehensive strategic analysis to identify internal and external factors influencing its growth. Early analysis identified that to support this development need the work from stakeholders such government in supporting MSMEs of Sambas Liberica Coffee for marketing and business assistance. The academic institution through the initiation of teaching factory can provide the valuable researchs that could also support potention of Liberica Coffee in Sambas Regency. This research employs a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to map these factors, which are then quantitatively evaluated using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The study highlights the pivotal role of Sambas State Polytechnic (Poltesa) through its Liberica Research Center, which provides academic strength, digital technology application, and collaborative synergy with local farmers and MSMEs. The research specifically examines the implementation of digital branding strategies through Instagram @plrcpoltesa as a hands-on technology approach to support market expansion. The IFE matrix score of 2.95 indicates a strong internal position, driven by unique product attributes and strong academic support. Meanwhile, the EFE matrix score of 2.65 shows a responsive capacity to external opportunities, particularly the global specialty coffee trend and digital market expansion. The strategic recommendations emphasize leveraging digital platforms for brand positioning and market penetration.References
N. Luttinger and G. Dicum, The Coffee Book: Anatomy of an Industry from Crop to the Last Drop. New York, NY, USA: New Press, 2006.
[Local reference on Sambas Liberica]
Andiyono and L. Jagat, "Karakterisasi Mutu Fisik Produk Kopi Liberika Merk Liber.Co dan Kesesuaiannya dengan SNI Kopi Bubuk," J. Keteknikan Pertan. Trop. dan Biosistem, pp. 162-169, 2022.
J. M. Talbot, Grounds for Agreement: The Political Economy of the Coffee Commodity Chain. Lanham, MD, USA: Rowman & Littlefield, 2004.
H. Etzkowitz and L. Leydesdorff, "The dynamics of innovation: from National Systems and 'Mode 2' to a Triple Helix of university–industry–government relations," Res. Policy, vol. 29, no. 2, pp. 109-123, 2000.
A'an, "Poltesa Siapkan Pusat Riset Kopi Liberika," Pontianak Post, 2025. [Online]. Available: https://www.google.com/search?q=https://pontianakpost.jawapos.com/sambas/1465524809/poltesa-siapkan-pusat-riset-kopi-liberika. [Accessed: Apr. 6, 2026].
N. Prihartini, M. Marselia, and M. S. Firdania, "Kajian Visualisasi 3D Environment Modeling Sentra Kopi Berkonsep Teaching Factory di Kabupaten Sambas," in Proc. Seminar Nasional Terapan Riset Inovatif (SENTRINOV), Balikpapan, 2022, pp. 436-455.
S. C. Nugroho and T. Yuniarti, "Digital Branding 'Rasa Pejabat Harga Merakyat' di Media Sosial @pemkop.id," J. Edukasi dan Multimedia, pp. 70-79, 2023.
C. A. Savitri, E. Dolorosa, and M. Aritonang, "Strategi Pemasaran Usaha Kopi Bubuk Merek Liber.Co (Studi Kasus UMKM Liber.Co di Kecamatan Sambas Kabupaten Sambas)," J. Sains Pemasaran Indones., pp. 1-18, 2023.
P. Kotler and K. L. Keller, Marketing Management, 15th ed. Upper Saddle River, NJ, USA: Pearson, 2016.
D. Chaffey and F. Ellis-Chadwick, Digital Marketing, 7th ed. Harlow, UK: Pearson, 2019.
M. Pendergrast, Uncommon Grounds: The History of Coffee and How It Transformed Our World. New York, NY, USA: Basic Books, 2010.
M. T. P. M. B. Tiago and J. M. C. Veríssimo, "Digital marketing and social media: Why bother?," Bus. Horiz., vol. 57, no. 6, pp. 703-708, 2014.
N. Prihartini and W. Astuti, "Pemanfaatan Infografis dalam Identifikasi Spasial Potensi Pengembangan Kopi di Kabupaten Sambas," in Sentikom Undana, 2023, pp. 127-136.
N. Prihartini and M. S. Surgani, "Pemanfataan Data Spasial dalam Identifikasi Lahan Perkebunan Kopi di Kabupaten Sambas," J. Patani, pp. 18-23, 2023.
N. Prihartini, F. Akbari, and M. S. Surgani, "Visualisasi Data Spasial Daerah Sebaran Perkebunan Kopi Beserta Varietasnya di Kabupaten Sambas Dalam Bentuk Peta Atraktif Berbasis Videografis," Sehati Abdimas, pp. 1-17, 2021.
M. F. Maghfiroh, D. Janari, S. Indrawati, and M. R. Purnomo, "Analisis SWOT untuk Digitalisasi Strategi Pemasaran Usaha Kecil dan Menengah Kerajinan Bambu," JATTEC, pp. 1-11, 2022.
