This study aims to analyze the strategies employed by coffee farmers in managing their farming businesses to increase income in Sajang Village, Sembalun Subdistrict, East Lombok Regency. The study uses a qualitative approach with a descriptive design. Data were collected through in-depth interviews, observations, and documentation, and were then analyzed through data reduction, data presentation, drawing conclusions, and SWOT analysis. The results indicate that coffee farmers’ strategies encompass three main aspects. First, cultivation and post-harvest strategies involve leveraging local knowledge, using organic fertilizers, and applying various coffee processing methods to improve product quality. Second, marketing strategies focus on creating added value by processing coffee into green beans, roasted beans, and ground coffee, thereby increasing market value. Third, farmer groups serve as learning platforms, providers of processing facilities, and intermediaries connecting farmers to the market. The SWOT analysis results indicate that the coffee farming business is in Quadrant I (aggressive), signifying that the strengths and opportunities available can be leveraged for business development. This study concludes that increases in coffee farmers’ income are supported by the integration of cultivation strategies, post-harvest practices, value-added marketing, and institutional strengthening.