Optimizing Advertising and Customer Education Strategies Through SWOT Analysis at Kopi Luwak Cikole in Bandung
Optimalisasi Strategi Advertising dan Edukasi Pengunjung Melalui Analisis SWOT di Kopi Luwak Cikole Bandung
DOI:
https://doi.org/10.21070/twg0wx70Keywords:
Advertising Strategy, Visitor Education, SWOT Analysis, Agrotourism, Civet CoffeeAbstract
General Background: Indonesian tourism contributes significantly to national economic growth through experience-based agriculture and educational tourism sectors. Specific Background: Kopi Luwak Cikole in West Java operates as a premium coffee agrotourism destination featuring unique natural fermentation and educational programs. Knowledge Gap: Prior SWOT studies on coffee enterprises generally focus on general business models and infrastructure without integrating digital advertising and visitor education simultaneously within one framework. Aims: This qualitative case study aims to analyze internal and external conditions using a SWOT matrix to formulate optimal advertising and visitor education strategies. Results: Evaluation reveals an IFAS score of 2.79 and an EFAS score of 2.71, positioning the destination in Quadrant I with coordinates (+1.67, +1.31) which recommends aggressive growth strategies. Novelty: This research uniquely integrates SWOT analysis with dual focal points of digital advertising and visitor education for a premium civet coffee agrotourism destination. Implications: Management can leverage transparency in production processes to mitigate animal welfare threats while maximizing aggressive market expansion and structured educational delivery.
Highlights:
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Internal and external matrix evaluations place the agrotourism enterprise in Quadrant I for aggressive growth strategies.
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Production transparency converts external animal welfare threats and product counterfeiting into differentiation opportunities.
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Integrated digital marketing and structured educational programs improve competitive positioning in the national tourism market.
Keywords: SWOT Analysis, Advertising Strategy, Visitor Education, Agrotourism, Civet Coffee
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Copyright (c) 2026 Vania Aulia Satya Rukmana, Abela Listianti Agustin, Dwi Mey Yustia, Fadilla Hamidah, Vera Firdaus
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