Cikole Lembang Coffee Marketing Communication Strategy to Attract Consumer Interest: Strategi Komunikasi Pemasaran Kopi Cikole Lembang dalam Menarik Minat Konsumen

Putri Pratama Miftachul Julianti (Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo)
Hawwa Zahrani (Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo)
Rully Khoirul Azwar (Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo)
Erma Agustiningsih (Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo)
Lilik Indayani (Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo)

Procedia of Social Sciences and Humanities
Vol. 9 No. 1 (2026): International Conference of Fostering Sustainable Economic Growth and Innovatio

General Background The rapid expansion of digital technology drives global businesses to adopt electronic commerce for widespread market penetration. Specific Background Conversely, CV. Kopi Luwak Cikole Lembang operates a plantation destination that successfully attracts domestic and international buyers without utilizing electronic commerce as a primary transactional platform. Knowledge Gap Existing literature predominantly examines digital transactional platforms, leaving a significant void regarding how enterprises maintain high market demand through non-electronic commerce approaches. Aims This study analyzes the specific promotional tactics implemented by this destination to stimulate buyer engagement. Results A qualitative descriptive analysis reveals that the enterprise applies advertising, sales promotion, public relations, personal selling, direct outreach, and word-of-mouth endorsements. Instead of digital discounts, the company offers experiential learning and prioritizes animal welfare, which stimulates high product demand, necessitates a pre-order system, and expands the market internationally. Novelty This research demonstrates that integrating experiential activities with direct interpersonal engagement and word-of-mouth generates substantial market demand in an era heavily dominated by digital transactions. Implications Businesses can cultivate transactional, referential, preferential, and exploratory buyer engagement by prioritizing product quality, buyer relationships, and authentic experiences rather than relying exclusively on digital commerce platforms.  Highlights: Authentic experiential learning integrated with animal welfare principles generates substantial product demand. Direct interpersonal engagement and word-of-mouth recommendations successfully drive international market expansion. High product quality necessitates pre-order systems despite the absence of electronic commerce platforms. Keywords: Electronic Commerce, Word Of Mouth, Experiential Learning, Animal Welfare, Direct Engagement