Digital Collaboration Network for Coffee Marketing Based on an Agroforestry System for Economic Recovery of Coffee Farmers in Bandung Regency, West Java

Abstract

In the fourth industrial revolution dimension, digital transformation requires the creation of a "digital collaboration network" (DCN) among stakeholders. This collaborative network aims to strike a balance between competition and sharing, benefiting all parties involved. MSMEs in Indonesia, particularly in the batik business, have embraced DCN and developed a digital community and a new business model that are crisis resistant. However, there has been no report on the DCN application for coffee commodities. The research was conducted from May to November 2021 in Bandung Regency, West Java. This research aimed to understand the application of DCN technology to coffee farming in agroforestrybased coffee growing techniques. The primary goal of this program is to understand a digital community for coffee marketing based on data from the Tenjolaya Forest-Village Non-governmental Organization, consisting of three main networks: ICT, knowledge, and social networks. Coffee farmers could communicate and interact virtually, and this network was also particularly effective in raising their income during the COVID-19 pandemic. Furthermore, coffee producers can strengthen their position in the coffee supply chain by engaging in digital marketing, which allows them to connect with buyers directly.