Despite being one of the world's largest coffee exporters, Indonesia's coffee output for the international market has recently been dropping. Smallholder coffee growers and their cooperatives faced production challenges due to a lack of market demand knowledge, financial assistance, cultivation and processing equipment, and business practice expertise, according to a case study investigation of these groups. The research then conducted a quantitative survey of 84 international customers from 29 countries and enhanced it by speaking with ambassadors of the Indonesia Trade Promotion Centre in nine different nations. These global players' insights produce helpful information, such as product details, pricing ranges, and quality standards. The results show that for smallholder farmers and cooperatives to fulfil the demands of the global market, relevant commercial actors must assist them. As a result, this study creates a model of the coffee value chain that demonstrates how market demand data motivates cooperatives and smallholder coffee farmers to increase coffee output in a diverse business environment. Marketing might contribute to smallholder farmers' and cooperatives' economic prosperity and well-being by using varied insights from foreign consumers.

• Mustika Sufiati Purwanegara(Institut Teknologi Bandung, Indonesia)
• Nurrani Kusumawati(Institut Teknologi Bandung, Indonesia)
• Nita Garnida(Institut Teknologi Bandung, Indonesia)
• Reinaldy Agung Pramudhita(Institut Teknologi Bandung, Indonesia)
• Anak Agung Ngurah Tata Pinandhika(Institut Teknologi Bandung, Indonesia)