Utilizing Instagram Social Media as a Means of Promoting Cikole Luwak Coffee Products

Pemanfaatan Media Sosial Instagram Sebagai Sarana Promosi Produk Kopi Luwak Cikole

Authors

  • Chusnul Damayanti Kassanah Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Inggit Nur Tazdiq Damayanti Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Mustika Arasyi Al Kundie Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Nadia Septia Nengrum Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Satrio Sudarso Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.21070/6cg52653

Keywords:

Digital Marketing, Integrated Marketing Communications, Animal Welfare, Brand Trust, Traditional Commodities

Abstract

General Background The global coffee industry increasingly relies on digital platforms to adapt to modern consumer behavior and competitive markets. Specific Background Luwak coffee possesses high economic value but faces significant consumer skepticism regarding authenticity, production hygiene, and animal welfare. Knowledge Gap While previous literature extensively covers social media for sales conversion, there is a lack of empirical evidence on how open digital documentation addresses complex ethical and production concerns in traditional commodities. Aims This study investigates the strategic use of Instagram Feeds and Reels by Kopi Luwak Cikole to deliver transparent information and build brand trust. Results Utilizing a qualitative descriptive method grounded in Integrated Marketing Communications, findings demonstrate that permanent Feeds structure essential certification and processing details, whereas dynamic Reels provide interactive, empirical proof of ethical animal treatment and hygienic production. This integrated openness successfully eliminates consumer uncertainty and translates skepticism into strong buyer confidence without aggressive selling. Novelty The research shifts the digital marketing paradigm from mere promotional volume to radical visual clarity as a mechanism for resolving ethical commodity controversies. Implications Traditional producers must prioritize open, authentic digital documentation to secure consumer confidence, suggesting that future frameworks should fully integrate interactive features like direct messaging to sustain long-term market positioning.

Highlights:

  • Dynamic short videos provide empirical proof of ethical animal treatment and hygienic manufacturing.

  • Permanent profile features successfully deliver structured certification details to reduce buyer uncertainty.

  • Open digital communication directly converts consumer skepticism into profound brand trust.

Keywords:

Digital Marketing, Integrated Marketing Communications, Animal Welfare, Brand Trust, Traditional Commodities

Author Biography

  • Chusnul Damayanti Kassanah, Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo

    Mahasiswa Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo

References

United States Department of Agriculture Foreign Agricultural Service. (2024). Coffee : World Markets and Trade. June, 1–10. https://www.fas.usda.gov/sites/default/files/2024-06/coffee.pdf

Sudarso, S. (2023). Resep Pemasaran Digital: Keberlangsungan Hidup UMKM Terungkap di Katering Bu Budi. Studi Kasus Inovasi Ekonomi, 7(1), 75–88. https://doi.org/https://doi.org/10.22219/skie.v7i01.27186

Afnarius, S., Subkhan, C. F., Putra, A. E., Amron, Zain, E. R., Lenti, F. N., Nilowardono, S., Andrini, S., Surachman, A., Novita, D., Lina, L. F., Prakoso, F. A., & Wibowo, A. (2024). BUKU AJAR DIGITAL MARKETING (Ahmadi & V. A. Rengganis (eds.); 1st editio). CV. Eureka Media Aksara / EUREKA MEDIA AKSARA.

Erwin, Ardyan, E., Ilyas, A., Ariasih, M. P., Nawir, F., Sovianti, R., Amaral, M. A. L., Setiawan, Z., Setiono, D., & Munizu, M. (2023). DIGITAL MARKETING : Penerapan Digital Marketing pada Era Society 5.0 (E. Efitra, S. Sepriano, & A. Juansa (eds.); 1st editio). PT Sonpedia Publishing Indonesia.

Haffizd, M., Ropik, A., & Ningsih, C. P. A. (2025). Upaya Kopi 16 Pro Dalam Menarik Minat Pelanggan Melalui Media Sosial Instagram. Pendidikan Teknologi Informasi Dan Komunikasi, 5(4), 1121–1135. https://doi.org/https://doi.org/10.53682/j5wq3912

Permatasari, D. G., & Saputro, E. P. N. (2023). Permatasari, D. G., & Saputro, E. P. N. (2023). Komunikasi pemasaran digital brand “Good Day” di media sosial (analisis konten dan persepsi konsumen pada customer engagement brand “Good Day” di media sosial Instagram). Ilmu Komunikasi, 6(4), 372–386.

Ardiani, N., Maika, M. R., & Sudarso, S. (2024). Improving The Capacity Of Managers Of Productive Wakaf Business Units Through Digital Marketing Training And Use Of Smart Cashier Applications. Pengabdian Masyarakat, 3(2), 98–111. https://doi.org/https://doi.org/10.21154/amaluna.v3i2.4401

Bulan, R. A., Ardiani, N., Maika, R., Sudarso, S., & Ahmad, R. S. (2025). Optimization Of Digital Marketing For Bazaf Supermarket To Empower Productive Waqf. Pengabdian Masyarakat, 4(2), 108–119. https://doi.org/https://doi.org/10.21154/amaluna.v4i2.5173

Martiniasih, N. L., & Fadilla, S. (2025). Analisis Strategi Pengembangan Bisnis Kopi Luwak (Studi Kasus pada UMKM Satria Luwak Coffee Gianyar Bali). Ilmu Sosial,Politik Dan Hukum, 3(3), 1–7.

Kusno, K., Arifin, M. I. P., Wiyono, S. N., Dini, & Rochdiani. (2019). Kiwari Farmers adalah kelompok tani yang mengusahakan kopi arabika reguler dan kopi luwak Manglayang Karlina. Penjualan kopi luwaknya rendah dan tidak kontinyu selama tahun 2016-2017. Karena itu perlu diidentifikasi penyebabnya dengan tujuan untuk merumus. Agribisnis Dan Sosial Ekonomi Pertanian UNPAD, 4(1), 632–641. https://doi.org/https://doi.org/10.24198/agricore.v4i1.22799

Sari, S. D. R., Falentina, R. N., Fauziah, N. A., Gunawan, D. C., & Limantara, A. D. (2025). ANALISIS PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM DAN TIKTOK UNTUK MENINGKATKAN PENJUALAN KOPI KAYUHAN DENGAN METODE ARIMAX ( AUTOGRESSIVE INTEGRATED MOVING AVERAGE WITH EXOGENOUS VARIABLES)”. Simposium Manajemen Dan Bisnis, 4, 1665–1671. https://doi.org/https://doi.org/10.29407/dwxjgk27

Rijali, A. (2019). Analisis Data Kualitatif. Alhadharah: Jurnal Ilmu Dakwah, 17(33), 81–95. https://doi.org/10.18592/alhadharah.v17133.2374

Alfansyur, A., & Mariyani. (2020). Seni Mengelola Data: Penerapan Triangulasi Teknik, Sumber dan Waktu pada Penelitian Pendidikan Sosial. Historis: Jurnal Kajian, Penelitian dan Pengembangan Pendidikan Sejarah, 5(2), 146–150. https://doi.org/10.31764/historis v5i2.3432

Pamungkas, D. S., Saputra, I. B., & Laksana, A. (2024). Strategi Komunikasi Digital Melalui Media Sosial Untuk Membangun Kepercayaan Konsumen. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 88–94. https://doi.org/10.62383/konsensus.v1i6.461

Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’ – kredibilitas dan presentasi diri selebriti mikro di media sosial. Informasi, Komunikasi & Masyarakat, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491

Hanindharputri, M. A., & Pradnyanita, A. A. S. I. (2021). Konten Visual Instagram Sebagai Strategi Pemasaran UMKM Baru, Snades, 285–292.

Mujiati, D. W., Wibawa, B., Sylvia, C., & Purnamadani, T. H. (2020). Instagram: Integrated Marketing Communication (IMC) Sebagai Strategi Penjualan Bagi Make Up Artis (MUA). Jumal Ilmiah Dinamika Sosial, 4(2), 211. https://doi.org/10.38043/jids.v4i2.2418

Cikole, K. L. (n.d.). Instagram. Retrieved July 14, 2026, from https://www.instagram.com/kopiluwakcikole

Departemen Pertanian Amerika Serikat, Dinas Pertanian Luar Negeri. (2024). Kopi: Pasar dan Perdagangan Dunia. Juni, 1-10. https://www.fas.usda.gov/sites/default/files/2024-06/coffee.pdf

Downloads

Published

2026-08-21

Issue

Vol. 9 No. 1 (2026): International Conference of Fostering Sustainable Economic Growth and Innovation through Research and Community Engagement

Section

Articles

License

Copyright (c) 2026 Chusnul Damayanti Kassanah, Inggit Nur Tazdiq Damayanti, Mustika Arasyi Al Kundie, Nadia Septia Nengrum, Satrio Sudarso

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Utilizing Instagram Social Media as a Means of Promoting Cikole Luwak Coffee Products: Pemanfaatan Media Sosial Instagram Sebagai Sarana Promosi Produk Kopi Luwak Cikole. (2026). Procedia of Social Sciences and Humanities, 9(1), 412-420. https://doi.org/10.21070/6cg52653