Samosir Arabica Coffee Business Expansion Strategy to the International Market by Era Digital

Abstract

This study aims to analyze the strategy of Samosir Arabica Coffee's business expansion to the international market through the use of digitalization as the main driver. Samosir Arabica coffee has superior potential thanks to its unique flavor character and the support of ideal geographical conditions, but it still faces constraints on productivity, market access, and conventional marketing. Through a qualitative descriptive approach, data was obtained from interviews, observations, and documentation of coffee business actors, cooperatives, and government institutions. The results of the study show that the adoption of digital technology plays a significant role in expanding market reach and increasing global competitiveness. The use of social media and e-commerce platforms is an effective strategy in promotion and sales, while institutional strengthening, quality certification, and local identity-based branding have also strengthened Samosir's position in the global market. Government support in digital training and export facilitation is accelerating this transformation. Theoretically, this study combines the Uppsala Model and the TOE (Technology Organization Environment) framework to explain the gradual and continuous process of internationalization. Thus, digitalization is the main key to the success of Samosir Arabica Coffee penetrating the international market and improving the welfare of farmers.