Community-Based Research for Strengthening Digital Marketing and Customer Engagement at KATAMA Coffee & Space Bandar Lampung

Rizka Anisa Nurbaiti Asnawi; Diana  Sagita; Dorothy Rouly Haratua Pandjaitan; Angga Febrian

doi:10.62569/hjcs.v3i2.283

Authors

Rizka Anisa Nurbaiti Asnawi University of Lampung Author
Diana Sagita University of Lampung Author
Dorothy Rouly Haratua Pandjaitan University of Lampung Author
Angga Febrian University of Lampung Author

DOI:

https://doi.org/10.62569/hjcs.v3i2.283

Keywords:

Community-Based Research, Digital Marketing, Customer Engagement, Social Media, Coffee Shop, Community Service

Abstract

This community service activity aimed to strengthen digital marketing and customer engagement at KATAMA Coffee & Space in Bandar Lampung through a Community-Based Research (CBR) approach. The activity was motivated by the increasing competition among coffee shops and the need for KATAMA to optimize digital communication while strengthening customer engagement through social media and community-oriented strategies. The CBR approach involved direct observation, structured interviews, identification of customer needs, and collaborative formulation of practical marketing strategies based on the experiences of customers and the business context. Data were collected from ten KATAMA customers consisting of eight students and two private-sector employees, with observations conducted during active business hours. The findings indicate that customers perceive KATAMA as a comfortable, affordable, and productive space for studying, working, socializing, and spending time. Friends and social media platforms, particularly Instagram and TikTok, were identified as important channels through which customers discovered and developed interest in KATAMA. The community-based analysis further identified opportunities to strengthen digital content emphasizing KATAMA's 24-hour operation, comfortable atmosphere, facilities, menu variety, and customer experiences. The activity also highlighted several areas requiring attention, including menu innovation, facility cleanliness, and the development of community-oriented programs. Based on these findings, a digital marketing and customer engagement strategy was formulated around the positioning of KATAMA as a “Student & Productivity Hub,” supported by interactive social media content, student-focused programs, community events, and customer-generated content. The CBR approach demonstrates the value of integrating community knowledge and customer experiences into practical digital marketing development for local businesses.

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Author Biographies

Rizka Anisa Nurbaiti Asnawi, University of Lampung

Rizka Anisa Nurbaiti Asnawi is a student of the Master of Management Program with a concentration in Marketing at the University of Lampung. Her research interests include strategic brand management, digital marketing, and consumer behavior.
Diana Sagita, University of Lampung

Diana Sagita is a student of the Master of Management Program at the University of Lampung. Her research interests include strategic marketing, brand management, and digital marketing.
Dorothy Rouly Haratua Pandjaitan, University of Lampung

Dr. Dorothy Rouly Haratua Pandjaitan, S.E., M.Si. is a lecturer in the Master of Management Program, Faculty of Economics and Business, University of Lampung. Her research interests include strategic marketing, consumer behavior, and brand management.
Angga Febrian, University of Lampung

Dr. E. Angga Febrian, SAN, MM. is a lecturer in the Master of Management Program, Faculty of Economics and Business, University of Lampung. His research interests include strategic marketing, consumer behavior, and brand management.

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