The Exclusivity Strategy of Cikole Lembang Luwak Coffee in the Digital Era: A Case Study: Educational Tourism, Premium Prices, and Cross-Border Buyers
Steategi Eksklutivitas Kopi Luwak Cikole Lembang di Era Digital: Studi Kasus Wisata Edukasi, Harga Premium, dan Pembeli Lintas Negara
DOI:
https://doi.org/10.21070/7v4ym365Keywords:
Agrotourism, Animal Welfare, Cross-Border Consumers, Specialty Coffee, StorytellingAbstract
This study aims to explore the direct marketing strategy through WhatsApp implemented by Kopi Luwak Cikole, an ethical civet coffee agrotourism site in Lembang, West Bandung Regency, West Java, from the staff's perspective. Using a descriptive qualitative approach through a single case study, primary data were collected through in-depth semi-structured interviews with operational staff managing the facility's digital marketing communications, supported by non-participant observation during a field visit on April 30, 2026. Data analysis followed the interactive model of Miles, Huberman, and Saldana (2020). Findings indicate that WhatsApp serves as the primary marketing communications channel for five key activities: promotional broadcasts, reservation confirmations, pre-visit services, post-visit follow-up, and product inquiry responses. Reservation confirmations are the most effective function, while post-visit follow-up has not been implemented systematically. This study identified that WhatsApp utilization at this facility is still reactive and relies on individual staff initiatives, not reaching its full potential as a structured direct marketing tool. Recommendations include standardizing message templates, developing post-visit flows, and migrating to the WhatsApp Business API to support scalable marketing communications.
Highlights:
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Animal welfare certification builds international consumer trust and justifies high commodity valuation.
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Inherent production scarcity directly supports the establishment of exclusive market positioning.
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Online storytelling platforms successfully expand cross-border reach for sustainable agricultural products.
Keywords: Agrotourism, Animal Welfare, Cross-Border Consumers, Specialty Coffee, Storytelling
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