Quiet by Choice: Digital Marketing Strategy and Exclusivity Positioning at Kopi Luwak Cikole Lembang Agrotourism

Quiet by Choice: Strategi Pemasaran Digital dan Positioning Eksklusivitas di Agrowisata Kopi Luwak Cikole Lembang

Authors

  • Dyah Atia Mayang Fa'una Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Jawa Timur
  • Fany Risky Firmansyah Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Jawa Timur
  • Ananda Ratih Ayu Kumalasari Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Jawa Timur
  • Muhammad Hayazee Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Jawa Timur
  • Mas Oetarjo Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Jawa Timur

DOI:

https://doi.org/10.21070/f1t88e50

Keywords:

Exclusivity Positioning, Digital Marketing Strategy, Agrotourism, Civet Coffee, Scarcity Marketing

Abstract

General Background: Global tourism has experienced unprecedented digital transformation, prompting widespread efforts to maximize digital visibility and online channel reach. Specific Background: Kopi Luwak Cikole operates in Lembang, West Java, managing ethical civet coffee agrotourism backed by government certification and strict animal welfare constraints. Knowledge Gap: Existing literature heavily emphasizes volume-driven digital expansion while largely neglecting how artisanal agrotourism operators can maintain premium positioning without mass-market platforms. Aims: This qualitative case study documents and analyzes the digital marketing strategy and exclusivity positioning of Kopi Luwak Cikole. Results: The facility successfully sustains its competitive advantage through a four-pillar architecture involving targeted search discovery, verified trust credentials, organic user-generated content amplification, and in-person scarcity narratives. Novelty: This study conceptualizes exclusivity-first digital positioning as a viable alternative framework for niche artisanal operators rejecting mass e-commerce channels. Implications: Agrotourism enterprises can leverage selective digital channel selection and authenticity-driven scarcity to secure sustainable brand integrity and international market penetration. 

Highlights:

  • Deliberate restriction of mass e-commerce platforms preserves premium product integrity.

  • Targeted search tools combine with verified government certification to secure international market trust.

  • Unsolicited visitor-generated media functions as the primary mechanism for organic brand reach.

Keywords: Exclusivity Positioning, Digital Marketing Strategy, Agrotourism, Civet Coffee, Scarcity Marketing

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Published

2026-08-26

Issue

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

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Copyright (c) 2026 Dyah Atia Mayang Fa'una, Fany Risky Firmansyah, Ananda Ratih Ayu Kumalasari, Muhammad Hayazee, Mas Oetarjo

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How to Cite

Quiet by Choice: Digital Marketing Strategy and Exclusivity Positioning at Kopi Luwak Cikole Lembang Agrotourism: Quiet by Choice: Strategi Pemasaran Digital dan Positioning Eksklusivitas di Agrowisata Kopi Luwak Cikole Lembang. (2026). Procedia of Social Sciences and Humanities, 9(1), 451-460. https://doi.org/10.21070/f1t88e50