Application of AIDA Model Marketing Strategy in Community Empowerment of Coffee Farmers Group in Sirnajaya Tourism Village

Yosi Erfinda (), Rahmat Darmawan, Revi Agustin Aisyianita and Rinie Octaviany Hasan
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Yosi Erfinda: Universitas Negeri Jakarta, Tourism and Travel Business Study Program, Faculty of Social Sciences and Law
Rahmat Darmawan: Universitas Negeri Jakarta, Tourism and Travel Business Study Program, Faculty of Social Sciences and Law
Revi Agustin Aisyianita: Universitas Negeri Jakarta, Tourism and Travel Business Study Program, Faculty of Social Sciences and Law
Rinie Octaviany Hasan: Universitas Negeri Jakarta, Tourism and Travel Business Study Program, Faculty of Social Sciences and Law

A chapter in Proceedings of the International Scientific Conference of MICE (ISCOMICE 2024), 2025, pp 49-56 from Springer

Abstract: Abstract Sirnajaya Tourism Village in Sukamakmur Subdistrict is one of the largest robusta coffee commodity producing centers in Bogor Regency. The village government seeks to make coffee products produced as products that can increase the tourism attractiveness of Sirnajaya Village. Efforts to improve product marketing are carried out through cooperation with BUMDES, but these efforts have not been effective due to a lack of understanding to be able to apply the right marketing strategy. This problem is then tried to be overcome through community service, focusing on increasing understanding of the use of marketing strategies in marketing Dewa Wisata Sinarjaya coffee products. The AIDA model marketing strategy was chosen as a marketing strategy method to be trained to the village community so that it can be applied to marketing coffee products. The service was carried out in 2 (two) stages, including the preparation stage and the workshop stage for coffee farmer groups to provide material related to marketing strategies using the AIDA model approach (Awareness, Interest, Desire and Action) and then practicing the material that has been learned. This service was carried out on September 13, 2023 at Sirnajaya Tourism Village which was attended by 23 participants from coffee farmers, POKDARWIS and the local community. The success of this service was tested through a pre-test conducted before the workshop and a post-test after the workshop was completed. The results of the activity showed that the coffee farmer groups were very enthusiastic and motivated during the activity.

Keywords: Tourism Village; Marketing Strategy; AIDA Model; Tourism Attraction; Coffee Products (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-833-2_5

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DOI: 10.2991/978-94-6463-833-2_5

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