Integrating Personal Branding, Coffee-Based Educational Tourism, and Digital Marketing as a Consumer Loyalty Strategy for Cikole Bandung Kopi Luwak
Integrasi Personal Branding, Wisata Edukasi Kopi, dan Digital Marketing sebagai Strategi Loyalitas Konsumen Kopi Luwak Cikole Bandung
DOI:
https://doi.org/10.21070/8rzkhk16Keywords:
Personal Branding, Marketing Strategy, Consumer Loyalty, Civet Coffee, Digital MarketingAbstract
General Background Coffee consumption in Indonesia continues to rise rapidly, positioning the country significantly in global coffee consumption and transforming coffee into a modern lifestyle element. Specific Background This qualitative descriptive study examines consumer loyalty toward Kopi Luwak Cikole Bandung by analyzing personal branding and marketing strategies through a literature review. Knowledge Gap Comprehensive research integrating personal branding, digital marketing, and educational tourism experiences to determine consumer loyalty within niche premium coffee destinations remains scarce. Aims This study aims to analyze the role of personal branding and marketing strategies in shaping consumer loyalty toward Kopi Luwak Cikole Bandung. Results Findings indicate that personal branding successfully strengthens product identity and consumer trust, while digital marketing strategies, promotions, tourism integration, and service quality build customer loyalty. Novelty This research demonstrates that combining strong personal branding with adaptive digital marketing serves as a critical mechanism for maintaining competitiveness in modern coffee businesses. Implications These insights suggest that coffee business operators must strengthen personal branding and adaptive marketing strategies to maintain competitiveness and secure consumer loyalty in the modern era.
Highlights:
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Personal branding successfully elevates product identity and builds consumer trust for local coffee enterprises.
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Digital marketing strategies, promotional efforts, tourism integration, and service quality play vital roles in cultivating customer loyalty.
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Adaptive marketing frameworks and strong personal identities provide essential competitive advantages in contemporary coffee markets.
Keywords: Personal Branding, Marketing Strategy, Consumer Loyalty, Civet Coffee, Digital Marketing
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