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Coffee is the commodities which plays an important role in the Indonesian economy. In recent years, Indonesia began ogled by the world related Luwak coffee that are produced and judged to have great business potential in Indonesia. According to the Association of Indonesian Coffee Exports (AICE) said that Luwak coffee prices on the world market through between Rp 5,000,000 Rp 8,000,000 per kilogram. Related with the business growth, it became the demands of the industry in creating customer satisfaction especially after the purchase of which eventually formed a customer loyalty to the product through vigorous marketing mix consists of product, price, place and distribution (Simamora, 2001). This type of research used in this research is qualitative research to understand the phenomenon of what is experienced by research subjects holistically, and using of descriptive design to solving the problems that exist now based on the data. As well as methods of data collection in this research is using survey method. The results of this study regarding the customer's perception of the elements of the marketing mix for a Luwak coffee, is not good enough. Although the views from the elements already excellent quality so that can penetrate into the international market, but for other elements such as price, place and promotion is still deficient. Keywords—Customer’s perception, Customer satisfaction, Elements of the marketing mix, Luwak coffee, Marketing mix.

Customer Perceptions of Product Luwak Coffee based on Marketing Mix Elements Perspective (Customer Survey In Bandung)