This study focuses on the analysis of consumer behavior in making coffee purchasing decisions at Mitra Nineteeone Coffee located in Salatiga, especially on Jalan Adi Sucipto. This study does not cover consumer behavior at other coffee shop partners in Salatiga. This study uses a qualitative method to deeply understand the experience and behavior of consumers in making coffee purchasing decisions, especially at Nineteeone Coffee Salatiga. This study was conducted at three Mitra Nineteeone Coffee, Salatiga City, Central Java, located around Jalan Adi Sucipto, Jalan Kartini, and Jalan Diponegoro. This study does not cover other branches or coffee shops that have similar concepts. To obtain accurate and in-depth data, this study applies several data collection techniques, namely interviews and observations. The results of the study are that purchasing decisions are greatly influenced by individual perceptions, motivations, and attitudes, especially when consumers have emotional or personal involvement with a product or brand.

Perkembangan teknologi informasi telah menjadi kunci bagi UMKM dalam memanfaatkan media sosial sebagai sarana pemasaran yang efektif. Sistem informasi yang terstruktur menghadirkan manfaat besar bagi bisnis, mulai dari meningkatkan efisiensi proses hingga memperkuat kerja tim untuk meningkatkan daya saing. E-commerce menjadi solusi bagi tantangan yang dihadapi UMKM, dengan biaya pemasaran terjangkau dan kemampuan untuk mempromosikan produk tanpa infrastruktur fisik yang mahal. Melalui pendampingan dan workshop, pelaku bisnis di Desa Dadapayam, Kabupaten Semarang, diberi pengetahuan dan keterampilan untuk memanfaatkan teknologi secara optimal dalam bisnis mereka, dengan fokus pada media sosial, marketplace, dan website. Tahapan pendampingan mencakup survey, sosialisasi, dan pembuatan desain promosi, dengan tujuan mengatasi kendala utama terkait kurangnya pemahaman dan kesulitan dalam menggunakan media digital untuk promosi dan penjualan. Langkah-langkah strategis telah dirumuskan untuk memberikan pemahaman yang lebih baik tentang pentingnya teknologi dalam bisnis dan menyediakan wadah bagi UMKM untuk mempelajari dan menerapkan teknologi tersebut secara efektif.

Business ethics bring business back to substantially. The essence to ensure their common prosperity and continuity for life next. Business ethics involves not only the role business people, but also involves the role of government and society. Doing business with ethics placing as human beings, civilized and cultured. Doing business with ethics placed man as beings who are able to work together, sensitivity and concern as well as creatures full responsibilities moral responsibility. The relationship between business, society and government will be harmonious, and able to continue the development of the Indonesian people who are responsible, if the company is conducting its activities in an ethical manner.