MODEL ADAPTIF MANAJEMEN PEMASARAN DIGITAL PADA INDUSTRI KOPI GAYO ACEH

Penulis

  • Putra Ilhamsyah Universitas Ubudiyah Indonesia
  • Soraya Lestari
  • Insan Nuhari

DOI:

https://doi.org/10.33143/jics.v12i1.5839

Kata Kunci:

Manajemen Pemasaran Digital, Kopi Gayo, Pemasaran Adaptif, AI Marketing

Abstrak

Transformasi digital telah mengubah paradigma pemasaran global, termasuk pada sektor usaha berbasis komoditas lokal. Industri kopi Gayo Aceh memiliki reputasi internasional sebagai specialty coffee, namun adaptasi strategi pemasaran digital oleh pelaku usaha lokal masih belum optimal. Penelitian ini bertujuan merancang model adaptif manajemen pemasaran digital berbasis kearifan lokal dan teknologi maju untuk meningkatkan daya saing global kopi Gayo. Penelitian menggunakan pendekatan kualitatif eksploratif dengan desain longitudinal lima tahun. Data diperoleh melalui observasi ekosistem pemasaran, analisis digital branding UMKM kopi, serta studi literatur mutakhir terkait digital marketing dan artificial intelligence marketing. Hasil penelitian menunjukkan bahwa integrasi identitas lokal, teknologi analitik pelanggan, dan strategi pemasaran berbasis komunitas mampu meningkatkan nilai tambah produk. Model adaptif yang dihasilkan menekankan fleksibilitas strategi pemasaran berbasis data tanpa menghilangkan nilai budaya lokal Aceh. Penelitian ini memberikan kontribusi konseptual terhadap pengembangan pemasaran digital komoditas daerah berkelanjutan.

Referensi

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Direktorat Jenderal Kekayaan Intelektual. (2022). Indikasi Geografis Kopi Gayo.

BPS Aceh. (2023). Statistik UMKM Provinsi Aceh.

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Han, J., Kamber, M., & Pei, J. (2021). Data Mining: Concepts and Techniques. Morgan Kaufmann.

Unduhan

Diterbitkan

2026-03-01

Terbitan

Vol 12 No 1 (2026): APRIL 2026

Bagian

Articles

Lisensi

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