Strengthening “Borsalino” Coffee Smes’ Creative Economy Through Product Innovation And Digital Marketing

The increasingly competitive coffee market, driven by the rise of coffee as a lifestyle, requires MSMEs to improve their competitiveness. However, the “Borsalino” MSME faces several obstacles, including slow production, limited product variations, and restricted marketing reach. This initiative aims to strengthen Borsalino’s creative economy through product innovation and digital marketing. The methods applied include training, mentoring, and evaluation using questionnaires distributed to 25 participants consisting of business owners, friends, and housewives. The results show positive impacts: training in the use of coffee machines scored 4.5, product innovation 4.7, digital marketing 4.3, product branding 4.0, creative economy strengthening 3.3, and training materials and instructors 4.8. Overall, the training and mentoring significantly enhanced participants’ knowledge and skills, improving both production processes and digital marketing capabilities. As a result, the “Borsalino” coffee MSME is now better prepared to compete more effectively and expand its reach in the increasingly global coffee market