Critical Drivers of Digital Marketing Implementation in the Coffee Industry of Central Aceh Regency

This study analyzes the factors influencing digital marketing adoption in coffee enterprises in Central Aceh Regency.Digital marketing has the potential to enhance the competitiveness of the coffee industry; however, its implementation faces internal and external barriers.Using the AHP and IPA methods, this study evaluates digital marketing adoption from the perspective of 15 coffee business owners and 30 consumers in Central Aceh.The results reveal "expanding market reach" and "increasing sales" as primary motivations while "brand awareness enhancement" and "ease of product information provision" also rate highly among decided factors.However, performance for "risk mitigation" lags in importance, presenting adoption impediments for businesses.By integrating the findings with innovation diffusion theories, this study proposes strategic priorities and recommendations to accelerate digital marketing adoption for regional coffee industry growth.It contributes empirically validated insights to augment digitalization frameworks for agricultural commodity businesses in developing contexts.