DOWNSTREAM INTEGRATION OF ROBUSTA COFFEE IN INDONESIA
CASE STUDY: LEDUG COFFEE INDONESIA, LEDUG VILLAGE, PRIGEN SUB-DISTRICT, PASURUAN DISTRICT
DOI:
https://doi.org/10.53067/ijomral.v2i6.156Keywords:
Downstream, Value Added, Marketing Mix, Consumer Buying Interest, CoffeeAbstract
Ledug Coffee Indonesia is a trading business engaged in coffee production upstream, downstream, and education. With the large number of similar robusta coffee business actors and the high demand for coffee, Ledug Coffee Indonesia still needs to innovate in diversifying processed coffee to increase added Value and sales through a targeted marketing mix. The purpose of this research is to find out about the amount of said Value of robusta coffee from green bean to roasted bean and from roasted bean to ground coffee and to determine the effect of the marketing mix (7P) of robusta coffee business on consumer buying interest in Ledug Coffee Indonesia methods in research analysis tools Hayami Method and WarpPLS 7.0 with 65 respondents. The results showed that the ratio of added Value generated from processing green beans into roasted beans was 38%, indicating that the Value was considered moderate. The percentage of added Value generated from processing roasted beans into ground coffee is 40%, which suggests that the Value is classified as medium. The results of the analysis of the effect of the 7P marketing mix on consumer buying interest in the robusta variant Ledug Coffee at Ledug Coffee Indonesia, which has a positive and significant impact, namely the product variable (X1), price (X2), people (X5), and process (X6). In contrast, the place variable (X3) has a negative and significant effect. The promotion variable (X4) has a negative and insignificant impact, while the physical evidence variable (X7) has a positive and little influence
Downloads
References
Aklimawati, L., Soemarno, D., & Mawardi, S. (2015). Identification and Mapping of Readiness of Micro and Small Coffee Industry Cluster Development. Pelita Perkebunan (a Coffee and Cocoa Research Journal), 31(3), 208-222.
Djaslim, S. (2012). Manajemen Pemasaran, Analisis, Perencanaan, Pelaksanaan dan Pengendalian. Bandung: Lindakarya.
Eliyin, E., Fitri, I., & Karya, I. A. (2022). Analisis Nilai Tambah Pengolahan Biji Kopi Asalan Menjadi Biji Kopi Grade I di PT Indo Cafco. Jurnal Ilmu Pertanian dan Perkebunan, 4(1), 67-76.
Ferdinand, A. (2014). Metode Penelitian Manajemen (5th Ed.). Semarang: Seri Pustaka Kunci 12.
Hartatie, D., & Kholilullah, A. (2018). Uji Tingkat Kesukaan Konsumen Pada Seduhan Kopi Robusta (Coffea canephora) Plus Madu. Jember: AGROPROSS, National Conference Proceedings of Agriculture.
Hidayanti, N. S., Aji, J. M. M., & Hapsari, T. D. (2021). Added Value of Robusta Coffee Products of “Dwi Tunggal” Farmer Group in Bromo Mountain Slope. IOP Conference Series: Earth and Environmental Science, 672(1).
Hariyanto, H., Arief, M. Y., & Praja, Y. (2022). Pengaruh Kualitas Produk dan Pelayanan terhadap Minat Beli Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Toko F3 Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 1(9), 1784-1795.
Hendayana, R. (2020). Membangun Sistem Diseminasi di Era Disrupsi: Peluang dan Tantangan Mempercepat Hilirisasi Inovasi Pertanian. Bogor: Global Media Publikasi.
Hubeis, M. (1997). Menuju Industri Kecil Profesional di Era Globalisasi Melalui Pemberdayaan Manajemen Industri. Orasi Ilmiah Guru Besar Tetap Ilmu Manajemen Industri, Fakultas Teknologi Industri, Institut Pertanian Bogor.
Hurriyati, R. (2005). Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabet.
International Coffee Organization. (2020). Coffee Development Report. Artikel Daring. Diakses Melalui : https://www.internationalcoffeecouncil.com/cdr2020. Diakses Pada 28 Desember 2022 (09.16 WIB).
Kath, J., Byrareddy, V. M., Mushtaq, S., Craparo, A., & Porcel, M. (2021). Temperature and Rainfall Impacts on Robusta Coffee Bean Characteristics. Climate Risk Management, p. 32.
Kock, N. (2018). WarpPLS User Manual: Version 6.0. Texas: ScriptWarp Systems.
Kotler, P. & Keller. (2012). Manajemen Pemasaran Jilid I Edisi Kedua Belas. Jakarta: Erlangga.
Kotler, P. & Gary, A. (2010). Principles of Marketing (Edisi 13). United States: Prentice Hall.
Lupiyoadi, R. (2001). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Lutfiah, R. I., Widayanti, S., & Winarno, S. T. (2021). Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Minat Beli Konsumen di Okui Kopi 3.0 Surabaya. JURNAL AGRI-TEK: Jurnal Penelitian Ilmu-Ilmu Eksakta, 22(1), 52-55.
Mustpa, M. A., Taupik, M., & Effendi, M. H. (2019). Identification of New Derivative Chlorogenic Acid From Coffee Pinogu Gorontalo with LCMS Method Res. J. Pharm. Biol. Chem. Sci. Identif, 10, 341-7.
Sobir, C. S., Mattjik, A. A., Wahyudi, A. T., Meryandini, A., Bintang, M., Suhartono, M. T., & Syamsu, K. (2021). Keterlibatan Biosains dalam Peningkatan Produksi Hasil Pertanian Berkualitas dan Ramah Lingkungan. Bogor: PT Penerbit IPB Press.
Sudiyono, A. (2004). Pemasaran Pertanian (Edisi Kedua). Malang: UMM Press.
Tania, L. T., Syofian, S., & Markoni, M. (2023). Pengaruh Suasana Toko, Lokasi, dan Pelayanan terhadap Minat Beli Konsumen Koya Baby House di Kota Bengkulu. Jurnal Mirai Management, 8(1), 493-497.
Tjiptono, F. (2007). Strategi Pemasaran. Edisi Kedua. Yogyakarta: Penerbit Andi.
Tjiptono, F. (2018). A Strategic Market Management (Edisi 3). Yogyakarta: Penerbit Andi.
Wijayanthi, I. A. T., & Dewi, N. L. K. (2022). Pengaruh Marketing Mix terhadap Minat Beli Konsumen pada Toosi Coffee di Berawa Badung Bali. Jurnal Economina, 1(3), 452-465.
Yusmeidi, U. (2020). Hilirisasi Kakao Melalui Pola Peningkatan Nilai Tambah Produk pada Kelompok Tani Mulyojati Mojokerto. E-MAGRI, 8(1), 71-83.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Maya Dwi Lestari, Sri Tjondro Winarno, Dita Atasa
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
