Asset-Based Community Development for Strengthening Local Coffee Shop Competitiveness through Consumer Engagement
DOI:
https://doi.org/10.62569/hjcs.v3i2.284Keywords:
Community-Based Research, Local MSMEs, Consumer Insight, Digital Engagement, Coffee Shop DevelopmentAbstract
Local coffee shops increasingly function not only as places for food and beverage consumption but also as social, cultural, and digital community spaces. However, local coffee shop businesses face challenges in strengthening competitiveness, customer engagement, and sustainable digital marketing. This study aimed to identify consumer needs, existing business assets, and development opportunities at Doesoen Coffee & Space in Bandar Lampung through a Community-Based Research (CBR) approach. The study employed a descriptive qualitative design involving direct field observation and structured interviews with 15 purposively selected consumers. Data were collected at Doesoen Coffee & Space on 16 May 2026 and analyzed thematically based on consumer preferences, purchase decision factors, consumer motivation, satisfaction, loyalty, digital engagement, and business development needs. The CBR approach was used to connect community-based evidence with practical strategies for strengthening local MSME competitiveness. The findings identified several important business and community assets, including a distinctive experiential atmosphere, local Lampung cultural identity, the “Penduduk” community concept, Doesoen Roastery, and active social media engagement. The atmosphere and spatial concept were the strongest purchase-related factor (80%), followed by social media and user-generated content (67%), product quality (60%), price (53%), and social recommendations (47%). Consumer needs included product bundling, structured loyalty programs, seasonal menus using local ingredients, improved Wi-Fi, table reservations, reduced waiting times, and better parking and ventilation. The findings indicate that consumer insight can serve as a practical foundation for community-oriented MSME development.
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Copyright (c) 2026 Hezah Nur Jannah, Yoko Agustwen Shinta Uli Nainggolan (Author)
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