Strategi Pengembangan Pemasaran Agroindustri Kopi Robusta Gapoktanhutbun “Maju Mapan” Kecamatan Panti Kabupaten Jember

Lada, Tri Hadi Sumitra (2021) Strategi Pengembangan Pemasaran Agroindustri Kopi Robusta Gapoktanhutbun “Maju Mapan” Kecamatan Panti Kabupaten Jember. Masters thesis, Politeknik Negeri Jember.

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Abstract

Coffee is a plantation commodity that has a high export value in increasing national income, through excise tax and foreign exchange. However, there are many factors that influence the value of a product in the hands of consumers, especially the coffee marketing factor. In this case, this study aims to determine the appropriate robusta coffee agroindustry marketing strategy and can be implied by Gapoktanhutbun "Maju Mapan" entitled "Maju Mapan" marketing development strategy for robusta coffee agroindustry Gapoktanhutbun "Maju Mapan" Panti District, Jember Regency. The methodology used is the analysis of internal (IFE) and externalfactors (EFE), strategy formulation with SWOT analysis, and continued with determining alternative strategies using the Analytical Hierarchy Process (AHP). The results of data analysis in the study contained 8 factors consisting of 4 internal factors, namely 2 strengths and 2 weaknesses, and 4 external factors, namely 2 opportunity factors and 2 threats with the IFE Matrix score of 2,613 and the EFE Matrix 2,311 being in quadrant V, indicating that the response The marketing development strategy is in moderate condition, namely with the opportunity it is hoped that it can increase the marketing of the Robusta coffee agroindustry of farmer groups to consumers, not only to partnership consumers. In the alternative strategy, there are 5 alternative strategies, namely providing promotion with a score of 0.368, market expansion with a score of 0.253, providing processing technology with a score of 0.111, providing market networks with a score of 0.066, and providing e-commerce with a score of 0.046. However, in the alternative strategy recommended to farmer groups, namely the provision of promotions which has the highest value of 0.363, it is stated that by carrying out effective promotions through the role of internet technology (Digital Marketing) will increase marketing.

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