Studi saluran pemasaran kopi argopuro

Muhlisin, Ahmad (2018) Studi saluran pemasaran kopi argopuro. Masters thesis, Institut Pertanian Bogor.

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Abstract

Specialty coffee is one form of coffee products that has developed into a niche market in the last five years in Indonesia. Special coffee market development starts from coffee shops that have sprung up in urban areas. Trend of consuming coffee in urban communities has begun to shift to the direction of quality and unique coffee brewing techniques such as manual brewing. Consumers begin to pay attention to the flavors and stories of the coffee they drink, for example the origin of planting, varieties, and cultivating farmers. This study focuses on the efficiency analysis of the Argopuro specialty coffee distribution channel. Argopuro as a new producer of specialty coffee requires a study of distribution channels that have been running in the past three years in order to build efficient and sustainable channels. The research location is located in Tlogosari village, Sumbermalang District, Situbondo Regency. The sampling method is taken by non probabling sampling by focusing on actors in each distribution channel. The sample consisted of 20 assisted farmers, 1 processor and 7 home roasters. The results of the study show that the farmer share, margin, and profit ratio analysis and marketing costs of the first channel (Specialty grade) are more efficient because they have a greater percentage of second channel (non-specialty grade). From the results of the calculation of the level of performance and interests of the supplier side, as a whole results in producer performance of 80%, this indicates that improvements are needed in several key indicators including; Assistance by producers, capital assistance, and improvement of skills of assisted farmers. Analysis of the level of performance of producers from the perspective of B2B consumers produces a performance level of 90%, this shows that the performance of producers from the perspective of the B2B consumers is good. However, improvement is needed, especially in maintaining the quality and sustainability of greenbeans stock.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Specialty coffee, Efisiensi, Saluran Distribusi, Farmer Share. Specialty coffee, Efficiency, Distribution Channels, Farmer Share
Subjects: Manajemen Produksi dan Operasi
Depositing User: SB-IPB Library
Date Deposited: 28 Mar 2019 03:57
Last Modified: 28 Mar 2019 03:57
URI: http://repository.sb.ipb.ac.id/id/eprint/3340

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