Smart Hexahelix: Creative Marketing Strategy of Local Robusta Coffee for Modern Market Competitiveness
DOI:
https://doi.org/10.47747/fmiic.v1i3.3552Abstract
The objective of this research is to develop a holistic, collaborative marketing model to enhance the competitiveness of local specialty coffee, specifically Kopi Codot from Tanggamus, Lampung, in the modern digital market. Local coffee micro, small, and medium enterprises (MSMEs) face severe hulu-hilir marketing bottlenecks due to traditional single-channel promotion, poor brand awareness, and a lack of cross-sector synergy. To address these challenges, this study adopts a qualitative case study design using a purposive and snowball sampling approach to collect data from key stakeholders. Data collection involves in-depth semi-structured interviews, participatory observations across processing facilities, and extensive desk documentation. The data are processed through thematic analysis, integrated with source and method triangulation, and validated via member checks. The research output establishes a "Smart Hexahelix" collaborative framework that maps out specific operational roles for six strategic actors: academia, business/MSMEs, government, communities, mass media, and financial investors. The final conclusion demonstrates that bridging the MSME digital literacy gap through a multi-actor ecosystem significantly accelerates brand immersion experiences, optimizes supply chain integration, and builds sustainable market scaling. This strategic model provides a scalable business framework that targets a minimum 20% increase in MSME revenue and ensures high-retention marketing performance.
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