ANALISIS STRATEGI PEMASARAN PRODUK KOPI DI KECAMATAN SALEM KABUPATEN BREBES

MILLAH, RIFKI YUSUF SAEPUL (2023) ANALISIS STRATEGI PEMASARAN PRODUK KOPI DI KECAMATAN SALEM KABUPATEN BREBES. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The study aimed 1) to find out which areas grew coffee in Salem sub-district, Brebes regency, 2) to find out what strategies were being used to market coffee products, 3) to find out the problems in marketing coffee products, 4) to find out what solutions given to overcome the marketing problems. It was a qualitative study. The study was conducted by taking samples of related respondents who were considered key informants. There were 10 respondents as the internal HR working in the office of Salem sub-district, 10 respondents as the coffee marketing distributors, 10 respondents as the coffee farmers, and 10 respondents as the agricultural extension workers. The study was conducted from April to June 2022. The results indicated that in Salem sub-district, there was a lack of stability in the coffee products marketing and a decline in the coffee marketing after the Covid-19 pandemic. This condition was because of a lack of strategy in the coffee marketing, the bad offline marketing strategy, the lack of trust of the coffee shops in selling local coffee products, and the low price of local coffee products purchased from coffee farmers in Salem sub-district. Salem sub-district was one of the coffee-producing areas in Brebes regency besides Bantarkawung sub-district, Paguyangan sub-district, Sirampog sub-district, and Banjarharjo sub-district. It was recorded that the area of coffee cultivation for farmers reached 1,035.53 hectares. This number was spread across five southern Brebes regency. There was a problem with the internet connection in online marketing and a problem with the consignment system in offline marketing. The consignment system has not run well because the people were not used to local coffee products from Salem sub-district. It was because the coffee was more bitter than other types, and the price was not yet affordable for the general public there. Moreover, the public was not aware of consuming local coffee products. Then, there was a lack of trust in the coffee shops to sell local coffee products and a lack of promotions for local coffee products. During the covid-19 pandemic, coffee marketing decreased drastically, with around 80% of sales compared to before the covid-19 pandemic.

Item Type: Thesis (S1)
Uncontrolled Keywords: coffee plantation, marketing strategy, problems and solutions
Subjects: H Social Sciences > HD Industries. Land use. Labor
S Agriculture > S Agriculture (General)
Divisions: Fakultas Pertanian dan Perikanan > Agribisnis S1
Depositing User: wulan
Date Deposited: 29 Mar 2023 03:21
Last Modified: 29 Mar 2023 03:21
URI: https://repository.ump.ac.id:80/id/eprint/15421

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