THE INFLUENCE OF DIGITAL PLATFORM UTILIZATION ON THE GROWTH OF COFFEE AGRIBUSINESS IN KETAPANRAME VILLAGE, TRAWAS DISTRICT, MOJOKERTO REGENCY

Digital technologies have become a critical driver of competitiveness in modern agribusiness systems. This study examines the influence of digital platform utilization on the business growth of coffee-based micro and small enterprises (MSEs) in Ketapanrame Village, Trawas, Indonesia a rapidly expanding agro-tourism region. Using a quantitative survey approach, data were collected from 110 coffee entrepreneurs and analyzed through validity testing, reliability assessment, normality testing, and simple linear regression. The results confirm that all measurement indicators are valid and reliable, with Cronbach’s Alpha values of 0.889 for digital platform usage and 0.902 for business growth. Regression analysis indicates a strong and significant positive relationship between digital platform adoption and agribusiness growth (B = 0.712; p < 0.001). The model demonstrates high explanatory power, as reflected in an F-value of 132.498 (p < 0.001) and an R² value of 0.551, implying that 55.1% of the variance in business growth is explained by digital platform utilization. These findings highlight the strategic role of digital engagement in enhancing market access, promoting product visibility, and improving overall business performance among coffee agribusiness actors. The study underscores the need for targeted digital training, improved online marketing capacity, and the development of supportive digital ecosystems to strengthen rural agribusiness competitiveness in emerging economies