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All Journal JURNAL TEKNOLOGI LINGKUNGAN Indonesian Journal of Forestry Research Jurnal Penelitian Hutan dan Konservasi Alam An-Nida' Jurnal Wasian Jurnal Litbang Industri Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Penelitian Sosial dan Ekonomi Kehutanan Jurnal Penelitian Pengelolaan Daerah Aliran Sungai Jurnal Ecolab Journal of Moral and Civic Education Legalite: Jurnal Perundang Undangan dan Hukum Pidana Islam JATI (Jurnal Mahasiswa Teknik Informatika) Jurnal Litbang Industri Jurnal Wasian Makara Journal of Science Alinea: Jurnal Bahasa, Sastra, dan Pengajaran The Eastasouth Management and Business Jurnal Penelitian Kehutanan Wallacea Tarbiya Islamica PENG: Jurnal Ekonomi dan Manajemen Jurnal Ilmu Hukum EDUKASI Indonesian Journal of Forestry Research Journal of Takhrij Al-Hadith
ridwan fauzi
National Research And Innovation Agency, Republic Of Indonesia
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Journal : The Eastasouth Management and Business

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Branding Luwu Coffee as a Signature Souvenir from Luwu Regency, South Sulawesi Noerhatini, Pathmi; Kurniasih, Nia; Roza, Prima; Fauzi, Ridwan
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.425

Abstract

This article aims to analyze the branding strategy of Arabica coffee from Luwu Regency as a signature souvenir that is expected to enhance local economic value. The research employs a quantitative approach through coffee quality testing and a qualitative approach using a case study method, involving interviews with farmers, business actors, and relevant stakeholders. Data were also obtained through direct observation and analysis of supporting literature. The study was conducted in Latimojong District, specifically in Boneposi and Tolajuk Villages, as well as in Belopa City, Luwu Regency, South Sulawesi. The research was carried out in August 2023 and July 2024. The findings reveal that the unique flavor of Luwu Arabica coffee, supported by ideal geographical conditions and local cultural narratives, holds significant potential to be positioned as a premium product. Effective branding strategies include narratives linked to local culture, digital-based promotional designs, and integration with the tourism sector. The implications of branding Luwu Arabica coffee include increased farmers' income, job creation, and the strengthening of the region's identity as a producer of high-quality coffee. This article also highlights the importance of collaboration between the government, business actors, and local communities to ensure the success of this branding effort in supporting the economic well-being of Luwu society while introducing Indonesia’s unique products to a broader audience.
Co-Authors A. Hawari, Ferry Aditya Kuspriyangga Alfonsus H. Harianja Alfrida Suoth Alfrida Suoth Anisse M. Sinaga Anwari, Amalia Nur Ashaury, Herdy Bambang Hindratmo Bambang Hindratmo Bambang Hindratmo Bambang Hindratmo Bambang Hindratmo Bambang Hindratmo Bambang Hindratmo, Bambang Budi Kurniawan Budi Purwanto Budi Purwanto Chairil Anwar Siregar Chairil Anwar Siregar Chasbulloh, Rifqi Roni Dewi Ratnaningsih Dewi Ratnaningsih Dwiana Lestiani Edy Junaidi Ernawita Nazir Fauzia, Ine Fendra Suarmadi Ferry A Hawari Grace Serepina Saragih Grace Serepina Saragih Grace Serepina Saragih H. Harianja, Alfonsus Heri Setianto, Teguh Hidayat, Agi Attaubah Hidayat, M. Yusup Hidayat, Muhamad Yusup Hidayat, Muhamad Yusup Hubby Dzikrillah Alfani, Ilzam Ikhsan, Fachrial Kuspriyangga, Aditya Lutfi Alhazami M. Sinaga, Anisse Ma'rifataini, Lisa'diyah Marbun, Firdaus Melania Hanny Aryantie Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat Muhamad Yusup Hidayat, S.Hut, M.Si Muhayatun Santoso nia kurniasih Niniek Triana Noerhatini, Pathmi Nur Sakinah, Myrna Nurramadhani, Annisa Oktaria Diah Pitalokasari Prima Roza Qowaid Qowaid, Qowaid Rahmad Onig Witama Retno Puji Lestari Ridwan Ilyas Rina Aprishanty Rita Mukhtar Rita Rita Safitri, Nurlinda Salsabila, Syifa Sahla Saragih, Grace Serepina Serepina Saragih, Grace Siti Masitoh Siti Masitoh Siti Masitoh Siti Masitoh Siti Masitoh Siti Masitoh Suarmadi, Fendra Sugiarti, Lilis Diah Sururi, Ramdani Wahyu Tajul Arifin Tama, Irfan Yoni Teguh Heri Setianto Witama, R. Onig Yedi Purwanto Yunesfi Sofyan