Utilizing Instagram Social Media as a Means of Promoting Cikole Luwak Coffee Products: Pemanfaatan Media Sosial Instagram Sebagai Sarana Promosi Produk Kopi Luwak Cikole

Chusnul Damayanti Kassanah (Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)
Inggit Nur Tazdiq Damayanti (Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)
Mustika Arasyi Al Kundie (Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)
Nadia Septia Nengrum (Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)
Satrio Sudarso (Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, 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 global coffee industry increasingly relies on digital platforms to adapt to modern consumer behavior and competitive markets. Specific Background Luwak coffee possesses high economic value but faces significant consumer skepticism regarding authenticity, production hygiene, and animal welfare. Knowledge Gap While previous literature extensively covers social media for sales conversion, there is a lack of empirical evidence on how open digital documentation addresses complex ethical and production concerns in traditional commodities. Aims This study investigates the strategic use of Instagram Feeds and Reels by Kopi Luwak Cikole to deliver transparent information and build brand trust. Results Utilizing a qualitative descriptive method grounded in Integrated Marketing Communications, findings demonstrate that permanent Feeds structure essential certification and processing details, whereas dynamic Reels provide interactive, empirical proof of ethical animal treatment and hygienic production. This integrated openness successfully eliminates consumer uncertainty and translates skepticism into strong buyer confidence without aggressive selling. Novelty The research shifts the digital marketing paradigm from mere promotional volume to radical visual clarity as a mechanism for resolving ethical commodity controversies. Implications Traditional producers must prioritize open, authentic digital documentation to secure consumer confidence, suggesting that future frameworks should fully integrate interactive features like direct messaging to sustain long-term market positioning. Highlights: Dynamic short videos provide empirical proof of ethical animal treatment and hygienic manufacturing. Permanent profile features successfully deliver structured certification details to reduce buyer uncertainty. Open digital communication directly converts consumer skepticism into profound brand trust. Keywords: Digital Marketing, Integrated Marketing Communications, Animal Welfare, Brand Trust, Traditional Commodities