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All Journal PREDIKSI Jurnal Pengabdian Magister Pendidikan IPA Al-Kharaj: Journal of Islamic Economic and Business Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Kolaboratif Sains Jurnal Komunikasi Islam Sewagati: Jurnal Pengabdian Masyarakat Indonesia Indonesian Journal Of Business And Entrepreneurship Research Jurnal Kabar Masyarakat Jurnal Pengabdian Bangsa Journal of Innovative and Creativity
Mena Sari
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Exploring Sustainable Gayo Coffee Pricing and Branding Strategies in the Marketplace Ecosystem Sulistio Ningsih; Karimi; Mena Sari; Desi Purnamasari; Feby Ayu Diwa; Mubarik Iwarianta
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8866

Abstract

This study aims to explore sustainable Gayo coffee pricing and branding strategies in the digital marketplace ecosystem, and analyze how these strategies influence consumer perceptions of value, trust, and purchase intention. This study starts from the hypothesis that integrating sustainability values ​​into pricing and branding strategies can increase the competitiveness of Gayo coffee in the digital market. The study used a qualitative approach with an exploratory case study design. The research subjects included Gayo coffee MSMEs that actively market their products through national marketplaces in the Central Aceh region. Data were collected through in-depth interviews with business owners, observations of digital marketplace storefronts, and analysis of branding content and pricing information. Data analysis was conducted using thematic analysis to identify patterns of pricing strategies, branding narratives, and sustainability practices communicated to consumers. The results show that Gayo coffee pricing strategies tend to use a value-based pricing approach linked to product quality, certification, and sustainability stories. Meanwhile, branding focuses on narratives of origin, local wisdom, and environmentally friendly practices. However, the integration of sustainable pricing and branding strategies has not been carried out consistently and optimally across all MSMEs. The findings of this study provide practical implications for Gayo coffee MSMEs in designing more integrated and sustainability-oriented pricing and branding strategies in digital marketplaces. Policy-wise, the results can serve as a reference for stakeholders in developing a sustainable coffee marketing ecosystem. Further research is recommended to develop a quantitative model and test the impact of this strategy on sales performance and consumer loyalty.
Co-Authors Amrizal Amrizal Anisa Mawaddah Ardiansyah ARDIANSYAH ARDIANSYAH Ashari Efendi Asmaret, Desi Dadang Muhammad Hasyim Desi Purnamasari Eldo, Hendry Eliza Sutri Utami Eny Retna Ambarwati Feby Ayu Diwa Firmawati Firmawati Istiarsyah, Istiarsyah Jessica Asrina Julian Chandra Karimi Karimi Karimi Machfud Maisura Mariyani Mariyani Mariyani Maulana, Rizkha Mubarik Iwarianta Nelly Nelly Novrihan Leily Nasution Nur Sa’adah Rizka Aisyah Nurjannah Rizkha Maulana Rizky Maulana Rizky Maulana, Rizky Sulistio Ningsih Zainuddin, Zulfa Zakka, Umar Zalikha Zalikha Zikrullah