Website Based Digital Branding Strategy for Increase Sales of Gunung Puntang Coffee In Mekarjaya, Bandung Regency

This research aims to develop a branding strategy through optimizing a website-based digital company profile to increase sales of Gunung Puntang coffee. Gunung Puntang coffee is a high-quality local product that requires a digital approach to marketing to reach a broader market and enhance competitiveness. In today's digital era, a website plays a crucial role as a promotional and informational medium, providing customers with easy access to product information and enabling online purchases. The research employs the Prototype method, consisting of problem identification, planning, requirements analysis, system design, implementation, and testing phases. Data collection was conducted through observation, interviews with the coffee business owner, and documentation studies related to business processes and branding strategies. The collected data serves as a basis for designing a website system that optimizes the company's profile and supports coffee sales transactions. The system development includes creating use case diagrams, activity diagrams, and system architecture designs to outline functional and non-functional requirements. The research outcome is a website functioning as a digital information medium for branding Gunung Puntang coffee products and supporting sales transactions. Key features include customer registration, product selection, quantity adjustment, payment methods, order confirmation, and order cancellation. Testing results indicate that the system operates effectively and meets user needs. This website enhances operational efficiency, expands market reach, and improves the shopping experience for customers. It serves as an effective medium for strengthening branding and marketing strategies in the digital era, ensuring the sustainability of local businesses in the global market. Regular evaluations and feature upgrades are recommended to maintain system relevance to customer needs and technological advancements..