Strategy to Optimize the Performance of Msmes “Gerobak” Coffee Through the Use of Social Media as a Digital Marketing Tool

Micro businesses are one part of MSMEs. Various micro businesses that can be developed by business actors are mobile coffee or now also known as coffee carts. Mobile coffee or coffee cart is a form of micro business that sells a variety of coffee menus that are generally in crowded places and can be reached by consumers. This research aims to find out the strategy to optimize the performance of coffee cart MSMEs through the use of social media as a means of digital marketing in Pangkalpinang City. The research used a qualitative method with data collection techniques through observation and interviews with three coffee cart business actors, namely Velo Coffee, Jangkauan Coffee, and Yakku Coffee. The results of the study show that the target market for cart coffee covers various groups, ranging from the lower middle to upper middle economies, with a price range of Rp8,000-Rp20,000 per cup. The promotional strategies used vary: Kopi Velo uses social media such as Instagram, Kopi Jangkauan uses word-of- mouth promotion, while Kopi Yakku implements digital marketing strategies and discounts. Of the three strategies, the use of social media has proven to be more effective in expanding market reach, increasing sales, and strengthening branding. Thus, the use of social media plays an important role in supporting the optimization of the performance of coffee cart MSMEs, especially in the face of increasingly fierce business competition in the digital era.