CULTURAL COLLABORATION STRATEGY AND DIGITAL CONSISTENCY
Abstract
This study aims to examine cultural collaboration strategies and digital consistency in the management of MSMEs based on local creativity, with a case study on Kedaily Coffee in Malang City. Using a descriptive qualitative approach and case study methods, data were obtained through direct observation, semi-structural interviews, and visual documentation. The results of the study show that Kedaily Coffee has succeeded in integrating batik cultural activities with the coffee experience as a differentiation strategy. In addition, the use of coffee skin waste (cascara) as an innovative beverage strengthens the sustainability value of the product. Digital strategies carried out through social media and delivery services are still inconsistent, so it needs to be strengthened in terms of content and digital management. Collaboration with local batik galleries opens up new market segmentation opportunities and supports cultural preservation. This study concludes that the synergy between cultural values and digital strategies is a potential approach in increasing the competitiveness of MSMEs in the creative economy era.
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Addison, S., Nadarajah, D., & Yasin, I. (2024). Digital Transformation and Business Model Innovation: Moderating Role of Digital Leadership. International Journal of Social Science and Human Research, 7(08), 5892–5906. https://doi.org/10.47191/ijsshr/v7-i08-09
Alamsyah, D. P., Ratnapuri, C. I., & Aryanto, R. (2021). DIGITAL MARKETING: IMPLEMENTATION OF DIGITAL ADVERTISING PREFERENCE TO SUPPORT BRAND AWARENESS. 20(2).
Anugrah, R. F., & Pratama, R. (2022). Revealing the Elements of Popular Culture in the Coffee Shop Industries in Tembalang Sub-District, Semarang. E3S Web of Conferences, 359. https://doi.org/10.1051/e3sconf/202235902013
Bhandari, S. (2023). Business Model Innovations in the Café Industry. 8(8).
Candraningrum, D. A. (2019a). Culture of Drinking Coffee as a Brand Culture Communication on Belitung Island. January. https://doi.org/10.2991/agc-18.2019.19
Candraningrum, D. A. (2019b). Proceedings of the 1st Aceh Global Conference (AGC 2018). Springer Nature, 1–12.
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing.
Charinsarn, A. R., Diallo, M. F., & Lambey-Checchin, C. (2023). How do cultural factors affect loyalty behaviour in retailing? The central role of social proximity. International Journal of Retail and Distribution Management, 51(4), 523–545. https://doi.org/10.1108/IJRDM-09-2022-0314
Compos, A. dos S. N., Pigatto, G. A. S., Baptista, R. D., & Queiroz, T. R. (2024). The innovation and local culture in the production of specialty coffee in Short Food Supply Chains and their impacts on environmental sustainability. Gestão & Regionalidade, 40, 1–22.
Daman Sudarman. (2023). Cultural Shifts And Social Impacts Of Coffee Shops On Millennials. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 7(2), 318–326. https://doi.org/10.36526/santhet.v7i2.1837
David, F. R., David, F. R., & David, M. E. (2020). Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 17th edition.
Disperindag Kota Malang. (n.d.). Data UMKM Kota Malang 2023. http://disperindag.malangkota.go.id
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Edric G, J., Sobrepena, Ragas, R. D., & Kaye R, C. (2023). Digital Marketing Strategies Used by Competing Coffee Shops in Candelaria, Quezon: Perspective of Employees. The Research Probe, 3(2).
Eglīte, Ž. (2023). Collaboration in Creative Industries – From Creative Individuals and Intermediaries To Networks. Culture Crossroads, 23, 102–117. https://doi.org/10.55877/cc.vol23.397
Fred R. David, F. R. D. (2015). Strategic Management Concepts and Cases, Global Edition (2014).
Hafasnuddin, H., Ridwan, R., & Djalil, M. A. (2019). The Coffee Shop Lifestyle in Banda Aceh City, Indonesia: A Study Based on Marketing Approach. January. https://doi.org/10.2991/agc-18.2019.46
Hakim, M., & Syahban Amir, A. (2022). The Function of a Coffee Shop as a Social Cultural Entity. In Trends and Innovations in Food Science. https://doi.org/10.5772/intechopen.103852
Hidayat, A. R., & Alifah, N. (n.d.). Marketing Communication Strategy for Coffee Through Digital Marketing.
Hutasuhut, J., Ramadhani, L., Lubis, A., & Ilham, M. A. (n.d.). ANALYSIS OF CREATIVITY, INNOVATION AND MARKETING OF DUCAN COFFEE.
Joesyiana, K., Harahap, A. R., & Haryadi, R. N. (2023). The Influence of Individual Creativity and Product Innovation on Coffee Shop Barista Career Development in Pekanbaru. Kontigensi : Jurnal Ilmiah Manajemen, 11(2). https://doi.org/10.56457/jimk.v11i2.450
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity.
Manavis, A., Kakoulis, K., & Kyratsis, P. (2023). A Brief Review of Computational Product Design: A Brand Identity Approach. Machines, 11(2). https://doi.org/10.3390/machines11020232
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance.
Prasetio Utomo, Fatasya Aulya Ngindana Zulfa, Fitriyah, & Sudarmawan, B. N. (2023). Influence of Digital Marketing and Service Quality on Consumer Preferences for Coffee Shops in Malang City. Peradaban Journal of Economic and Business, 2(2), 190–206. https://doi.org/10.59001/pjeb.v2i2.107
Ria; Nicoletti, Marlen, & Avros, M. (2022). Coffee Culture Perceptions: A qualitative research study among the students of the University of Nicosia.
Sabiq Mubarok, A., Christianti, G. A., Reflina, Y. P., & Taryana, A. (2025). Developing Raden Coffee Shop Business Through Innovation: A Design Thinking Approach. International Journal of Research and Review, 12(5), 162–167. https://doi.org/10.52403/ijrr.20250520
Schmitt, B. (1999). Experiential Marketing. Marketing Management, 15, 53–67.
UNESCO. (2015). Creative Economy Report.
Wahdiniwaty, R., Firmansyah, D., Suryana, A., Dede, D., & Rifa’i, A. A. (2022). Mystery in Marketing Management Products Post COVID-19 as a Model of Survival Strategy Towards the Awakening of Micro Small and Medium Enterprises (MSMEs) in the Digital Economy Era. Khazanah Sosial, 4(1), 187–210. https://doi.org/10.15575/ks.v4i1.17397
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2001). Strategic Management and Business Policy (Vol. 35, Issue 3). https://doi.org/10.1108/03090560110382101
Widyaningsih, A., Kusumawardhani, P., & Zerlina, D. (2021). Coffee Culture and Urban Settings: Locating Third Place in the Digital Era. The Cases of About Life Coffee Brewers in Tokyo and Kopi Tuku in Jakarta. 602(Artepolis 2020), 119–130.
Yang, H., Qian, W., Gong, Y., & Gao, L. (2022). Innovation and Integration of Folk Art Elements in The Design of Cultural and Creative Products. Frontiers in Business, Economics and Management, 5(2), 152–155. https://doi.org/10.54097/fbem.v5i2.1753
Published
2025-10-15
How to Cite
FITRIYAH, Halimatul; PRAJAWATI, Maretha Ika; S, Basir.
CULTURAL COLLABORATION STRATEGY AND DIGITAL CONSISTENCY.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 1015-1026, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3499>. Date accessed: 16 apr. 2026.
Section
Articles
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