Increasing public awareness of consuming Indonesian coffee through electronic marketing

Abstract

Indonesia is one of the five largest coffee producing countries in the world during the 2016-2017 planting season. Indonesia itself has various types of famous coffee to foreign countries. With the diversity of existing coffee and also has been known in foreign countries, still the public awareness is still very low on it. This study aims to increase public awareness of Indonesian coffee consumption through electronic service quality (E-service) and e-word of mouth (E-WOM) as has been done by Otten Coffe in Bandung. Otten Coffee is one of the online stores that sell Indonesian coffee products complete with complete coffee maker equipment. With followers in Instragram accounts of 193 thousand and 17,214 youtube subscribed videos, Otten Coffee has sought to raise awareness of Indonesian coffee quality. However, people just look at existing coffee products without making a purchase. This at least shows that the awareness of the community towards the original Coffee of Indonesia is still low. Unlike foreign consumers who also make a visit to Otten Coffee website and immediately make a purchase.