Nandita, Dhimas Gusti (2023) Analisis Strategi Pemasaran Roasting Coffee Robusta (Coffea Canephora) Produksi Gabungan Kelompok Tani (Gapoktan) “Sumber Mulyo” Desa Pakis, Kecamatan Panti, Kabupaten Jember. Diploma thesis, Politeknik Negeri Jember.
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Abstract
Coffee is a commodity that has a high economic value among other plantation crops and plays an improtant role in the national economy. The coffee commodity plays an important role as a source of foreign exchang for the country and is able to absorb a large number of workers. This research was conducted at the Association of Farmers Groups (GAPOKTAN) "Sumber Mulyo" Pakis Village, Panti District of Jember Regency. The purposes of this research are analyzing internal factors and external factors that influence the marketingof roasting robusta coffee,alternative marketing strategies of roasting Robusta coffee (Coffea canephora), and marketing strategy priorities on Robusta coffee roasting (Coffea canephora). The results showed that roasting Robusta coffee (Coffea canephora) using SWOT (Strengths, Weakness, Opportunities dan Threats) analysis obtained 8 strategies from internal factors and external factors. While the results of the AHP (Analitycal Hyerarchy Process) analysis showed that optimizing marketing staff and managing product promotion to expand the product, are the most dominant attributes with the highest value of 0.206. Keywords: AHP, Roasting Robusta Coffee, Marketing Strategy, SWOT.
| Item Type: | Thesis (Diploma) | ||||||
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| Uncontrolled Keywords: | AHP, Roasting Robusta Coffee, Marketing Strategy, SWOT. | ||||||
| Subjects: | 140 - Rumpun Ilmu Tanaman > 180 - Ilmu Sosiologi Pertanian > 185 - Agribisnis | ||||||
| Divisions: | Program Pascasarjana > Prodi S2 Agribisnis > Tugas Akhir | ||||||
| Depositing User: | Dhimas Gusti Nandita | ||||||
| Date Deposited: | 12 Jun 2023 02:04 | ||||||
| Last Modified: | 12 Jun 2023 02:05 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/23949 |
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