Integrating Islamic Values ​​into the Digital Branding of Coffee and Spices to Support Export Market Development

Abstract

This article aims to examine the potential of Indonesian coffee and spice exports in the context of strengthening branding in the digital era by emphasizing the importance of technology-based marketing transformation in increasing the competitiveness of national superior commodity products in the global market. The method used is library research with a descriptive-analytical approach based on scientific literature, economic journals, and international trade policies in the 2020–2025 time period. The results of the discussion indicate that: (1) Indonesia has great potential as a global coffee and spice producer, but export value is still not optimal due to weak branding and global marketing strategies; (2) digital branding through social media, international marketplaces, and e-commerce websites plays an important role in improving the image, added value, and competitiveness of products; (3) digitalization opens opportunities for MSMEs and local business actors to reach export markets without geographical limitations and high promotional costs; (4) the main challenges faced include low digital literacy of business actors, product packaging quality, and lack of consistent brand identity in the global market. This article concludes that digital branding is a strategic instrument in increasing the potential of Indonesian coffee and spice exports in the modern era, as well as being a means of sustainable digital-based economic transformation. The novelty of this article lies in the integration of the concept of traditional commodity trading with digital branding strategies as an adaptive approach to increasing the global competitiveness of Indonesian agricultural products..