Instagram Sales and Branding Strategies in Building Experiential Value for Kopi Luwak Cikole Lembang Consumers

Strategi Penjualan dan Branding Instagram dalam Membangun Experiential Value pada Konsumen Kopi Luwak Cikole Lembang

Authors

  • Aidah Safira Maharani Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Septy Eka Cahyani Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo,
  • Rahma Puspa Dewi Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo,
  • Avril Ravelia Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo,
  • Sumartik Program Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo,

DOI:

https://doi.org/10.21070/cqnvab82

Keywords:

Sales Strategy, Instagram Branding, Experiential Value, Local Coffee, Digital Marketing

Abstract

General Background The contemporary coffee industry experiences rapid growth, transforming coffee into an essential lifestyle and experiential product worldwide. Specific Background This qualitative descriptive study examines the sales and Instagram branding strategies implemented by CV Kopi Luwak Cikole Lembang to build consumer experiential value. Knowledge Gap Research analyzing how Instagram branding and sales strategies collectively construct consumer experiential value while addressing out-of-region purchasing barriers remains limited. Aims This study aims to analyze sales and Instagram branding strategies in building consumer experiential value and to understand out-of-region consumer acquisition obstacles. Results Findings indicate that Instagram functions as a primary medium for building brand identity and generating consumer interest through visual content, while limited e-commerce sales channels hinder out-of-region consumers from acquiring products and achieving optimal experiential value. Novelty This research reveals that digital branding visibilities must integrate directly with accessible e-commerce channels to convert online consumer interest into optimal experiential value. Implications These insights suggest developing digital sales channels integrated with Instagram branding strategies to expand market access and enhance experiential value.

Highlights:

  • Instagram serves as a primary medium for establishing brand identity and generating consumer interest via visual content showcasing product uniqueness.

  • Experiential value formation encompasses aesthetics, playfulness, service excellence, and consumer return on investment dimensions.

  • Limited e-commerce sales channels hinder out-of-region consumers from acquiring products, necessitating integrated digital sales development.

Keywords: Sales Strategy, Instagram Branding, Experiential Value, Local Coffee, Digital Marketing

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Published

2026-08-31

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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 Aidah Safira Maharani, Septy Eka Cahyani, Rahma Puspa Dewi, Avril Ravelia, Sumartik

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

How to Cite

Instagram Sales and Branding Strategies in Building Experiential Value for Kopi Luwak Cikole Lembang Consumers: Strategi Penjualan dan Branding Instagram dalam Membangun Experiential Value pada Konsumen Kopi Luwak Cikole Lembang. (2026). Procedia of Social Sciences and Humanities, 9(1), 619-629. https://doi.org/10.21070/cqnvab82

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