Marketing Strategies for SMEs in the Digital Era: Enhancing Competitiveness and Customer Loyalty

Abstract

Warkop Djaja Abadi is a culinary MSME (Micro, Small, and Medium Enterprises) engaged in providing coffee and light snacks that has had a significant social and economic impact on the surrounding community, especially in providing a third place for students, workers, and the general public. This community service activity aims to develop new, creative, applicable, and measurable marketing strategies so that Warkop Djaja Abadi can adapt to the digital era. The approach used refers to the concept of the marketing mix (7P) and STP (Segmenting, Targeting, Positioning), including coffee and food product innovation, flexible pricing, expansion of digital promotional channels, improvement of service quality, and strengthening institutional image through social media. The results show that digital transformation and branding strengthening not only expand customer reach but also increase public loyalty to the coffee shop. This digital-based marketing strategy is expected to strengthen the existence of Warkop Djaja Abadi as a sustainable and competitive culinary MSME model in the creative industry era.