STRATEGI PEMASARAN KOPI LUWAK MANGLAYANG KARLINA DI KELOMPOK TANI KIWARI FARMERS, KABUPATEN BANDUNG

Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Pub Date : 2019-12-04 DOI:10.24198/agricore.v4i1.22799

Kuswarini Kusno, Muhammad Indra Pratama Ariin, Sulistyodewi Nur Wiyono, Dini Rochdiani

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Abstract

Abstrak Kiwari Farmers adalah kelompok tani yang mengusahakan kopi arabika reguler dan kopi luwak Manglayang Karlina. Penjualan kopi luwaknya rendah dan tidak kontinyu selama tahun 2016-2017. Karena itu perlu diidentifikasi penyebabnya dengan tujuan untuk merumuskan strategi pemasaran kopi luwak tersebut di Kelompok Tani Kiwari Farmers. Teknik penelitian menggunakan teknik studi kasus. Data primer dan sekunder dikumpulkan melalui observasi, wawancara, dan studi literatur. Data dianalisis dengan analisis strength, weakness, opportunity, and threat (SWOT) dan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan ada 6 strategi alternatif: 1) mengalokasikan keuntungan untuk riset fermentasi biji kopi, dan proses roasting, untuk pelatihan formal tenaga kerja, serta untuk pembangunan lantai jemur dan gudang, 2) melakukan kampanye kreatif berbasis edukasi mengenai animal welfare, dan jenis, manfaat serta proses pengolahan kopi luwak, 3) menggunakan Instagram dan Facebook untuk mengedukasi konsep pengolahan mandiri dari hulu hingga hilir dan animal welfare, 4) memperluas jalan kebun, lantai jemur, dan tempat pengolahan pasca panen kopi untuk kepentingan agrowisata, 5) meningkatkan riset pengolahan roasting dan pelatihan tenaga kerja, serta 6) mempertahankan dan menambah inovasi produk baru dan kemasan. Strategi prioritas atau yang terbaik adalah strategi kesatu. Disarankan Kiwari Farmers menerapkan strategi ke 1) tersebut di atas, dan melakukan survei terhadap konsumen kopi luwak.Kata kunci: kopi luwak, strategi pemasaran, SWOT, QSPMAbstractKiwari Farmers cultivates for regular Arabica coffee and Manglayang Karlina Luwak coffee in Bandung district. The sales volume of civet coffee is still low and has experienced discontinue sales during 2016-2017. Thus, it is necessary to identify the causes of the low sales of civet coffee in order to formulate the marketing strategy of the civet coffee in the Kiwari Farmers Group. This study uses case study techniques. Primary and secondary data are collected through observation, interviews, and literature studies. Data on strengths, weaknesses, opportunities and threats encountered by Kiwari farmers groups were analyzed using SWOT Analysis and Quantitative Strategic Planning (QSP) Matrix. As a result, there were six alternative strategies: 1) allocate profits for coffee bean fermentation research, roasting processes, formal labor training, building dry floors and warehouses, 2) create creative campaigns such as the animal welfare education campaign, and campaigns on civet coffee types, the benefits of civet coffee consumption, and the processing of civet coffee, 3) use the benefits of social media in particular Instagram and Facebook to educate the concept of civet coffee processing from the beginning to the end of the process, and animal welfare, 4) enlarge the road area in the garden, drying area, build a post-harvest site and processing coffee for the development of an agro-tourism business unit, 5) improve roasting processing research and employee training, and 6) maintain by innovating new products and packaging. The best strategy is strategy number 1) mentioned above. Kiwari Keywords: civet coffee, marketing strategy, SWOT, QSPM

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摘要Kiwari Farmers是一群生产普通阿拉伯咖啡和luwak mang放Karlina咖啡的农民。在2011年至2017年期间，咖啡的销量一直很低，不是连续的。因此，有必要确定原因，以便在Tani Kiwari Farmers小组中制定鲁瓦克咖啡的营销策略。研究技术使用案例研究技术。通过观察、采访和文献研究收集的主要和次要数据。数据通过力量、weakness、机会和威胁策划矩阵(QSPM)分析分析。研究结果显示有六种替代策略:1)利润分配来发酵,咖啡豆roasting过程的研究,为了正式劳动力培训,以及建立晾干和仓库,2楼)发起一项基于教育关于动物福利的创意,和类型,以及加工咖啡猫鼬的好处,为了教育概念3)使用Instagram和Facebook的独立从上游到下游加工和小动物福利,4)扩大乌节路,晾干,楼增加农作物种植研究和劳工培训，6)维护和增加新产品和包装创新。优先级或最佳策略是第一策略。建议Kiwari Farmers采用上述策略1)，并对鲁瓦克咖啡消费者进行调查。关键词:鲁瓦克咖啡、营销策略、SWOT、qspmastractkiwari farvates cultivates为万隆地区的传统阿拉伯咖啡和manglina luwak咖啡。civet咖啡的销售量仍然很低，到2017年16月就有了持续销售的经验。因此，必须确定西塞咖啡高级销售的原因，以便在Kiwari Farmers集团中制定civet咖啡的营销策略。这个uses案例技术研究。初级和二级数据通过观察、采访和文学研究收集。根据strengths、weaknesses、机会与威胁的数据，Kiwari farmers groups正在用SWOT分析和定量策略计划(QSP)对矩阵进行分析。正如所建议的，有六种不同的策略:1) allocate profits for咖啡豆fermentation research), roasting processes,正式培训,建设干floors实验室和美国知识campaigns warehouses, 2)创建这样的《动物福利教育活动,继续和campaigns基调咖啡types, the benefits of基调性消费咖啡,咖啡和基调之加工,3)用《社会benefits of社交媒体Instagram和Facebook to educate基调咖啡加工理念》从《伦敦》开始的过程,《动物福利》，第4集)将这条路纳入花园，干旱地区，为农业旅游企业的发展建立了后收获地点和开发咖啡，5)改进了研发研究与开发开发培训，以及6)最好的策略是第一战略。civet咖啡，市场策略，SWOT, QSPM

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Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad

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