• Ina Melati Indartoyo Bina Nusantara University
  • Annetta Gunawan Bina Nusantara University
  • Haryadi Sarjono Bina Nusantara University
Keywords: community, human crowd, coffee brand and impulsive purchase


The quality of Mount Puntang Coffee is very famous amongst foreign countries, even it has been recognized world widely as one of the best coffee in the world. However, it does not necessarily make Mount Puntang’s coffee easy to market and sell. One of the parties that feels the is impacted by it is Haben Nagen, a brand and coffee shop owner who is also a farmer and become a part of the Mount Puntang coffee lovers community. From a short interview conducted to the people live in Bandung and Jakarta, on the average they answered that they did not know Gunung Puntang coffee, they also did not know if Mount Puntang coffee was one of the best coffees in the world. If Indonesian people, especially the people around West Java, don't know the quality of coffee from Mount Puntang, how are they interested in buying it?. For this reason, the solution offered to the owners of the Haben Nagen coffee brand is to create an artificial offline crowd in the form of a human crowd on 2 (two) locations which are their sales channels, namely: 1). Haben Nagen coffee shop, and 2). The exhibition booth where Haben Nagen participated in it. Human crowd is an artificial crowd which is formed from a certain number of people, which is used as a special treatment that aims to attract the attention of people outside the crowd to join in the human crowd and do the same thing done by people in the crowd. In a shorter discussion, the human crowd serves as the attention of the public, so that the surrounding people become more aware of a brand / product where human crowd is implemented, and then make an impulsive purchase.


Download data is not yet available.
How to Cite
Indartoyo, I. M., Gunawan, A., & Sarjono, H. (2018). IMPLEMENTATION OF HUMAN CROWD AS SELLING BOOSTER ON SALES BRAND PROCESS. ICCD, 1(1), 481-486.