Analysis of Experiential Marketing and Consumer Education in Building Customer Satisfaction at Kopi Luwak Cikole Lembang
Analisis Experiential Marketing dan Edukasi Konsumen dalam Membentuk Kepuasan Pelanggan pada Kopi Luwak Cikole Lembang
DOI:
https://doi.org/10.21070/dr4p3r13Keywords:
Multisensory Experience, Brand Loyalty, Cognitive Learning, Ethical Conservation, Specialty CommoditiesAbstract
General Background The global specialty beverage industry increasingly shifts from functional commodity trading toward interactive agricultural tourism. Specific Background Within Indonesia, destinations like Kopi Luwak Cikole integrate ethical conservation narratives and direct sensory interactions to commercialize high-value products. Knowledge Gap Previous literature predominantly evaluates conventional functional attributes of destination choice, largely neglecting the combined affective mechanisms and cognitive dimensions that drive buyer contentment in specialty tourism. Aims This study investigates how direct sensory involvement and interactive cognitive learning synergistically shape buyer contentment at Kopi Luwak Cikole. Results Utilizing a qualitative descriptive method with interviews and observations, findings reveal that observing the ethical breeding process and participating in the roasting stages provide strong cognitive justification for high pricing. Furthermore, the multisensory interaction between staff and visitors transforms initial skepticism into profound trust and positive emotional connections. Novelty This research demonstrates that bridging emotional brand connection with transparent production knowledge fundamentally elevates agricultural commodities into comprehensive, highly valued tourist experiences. Implications Destination management should prioritize transparent multisensory tours and interactive learning to justify high economic value, fostering long-term brand loyalty among domestic and international tourists.
Highlights:
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Multisensory tours and interactive learning provide strong cognitive justification for high economic pricing.
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Transparent ethical breeding demonstrations effectively eliminate visitor skepticism regarding animal welfare.
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Affective brand connections transform traditional agricultural commodities into highly valued tourist experiences.
Keywords: Multisensory Experience, Brand Loyalty, Cognitive Learning, Ethical Conservation, Specialty Commodities
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Copyright (c) 2026 Tofan Tri Nugroho, Dita Diah Nyorismawati, Andy Wahyu Saputra, Fitri Feby Suwarno, Fariz Akbar Maulana Indiarto
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