Analisis Strategi Pemasaran Roasting Coffee Robusta (Coffea canephora) Produksi Gabungan Kelompok Tani (GAPOKTAN) “Sumber Mulyo” Desa Pakis, Kecamatan Panti, Kabupaten Jember.

Abstract

Coffee is one of the commodities that has fairly high economic value betweenthe other plantation commodities and one of important source of foreign exchange. Coffee becomes an important part of national economy. Coffee as a plantation commodity has supported foreign exchange earnings and is capable of attacking a large number of workers, if commodities of plantation are sufficient to support the Indonesian national economy. This research was conducted at the Association of Farmers Groups (GAPOKTAN) "Sumber Mulyo" Pakis Village, Panti District of Jember Regency. The purposes of this research are analyzing internal factors and external factors that influence the marketingof roasting robusta coffee,alternative marketing strategies of roasting robusta coffee (Coffea canephora), and marketing strategy priorities on robusta coffee roasting. The results showed that roasting robusta coffee (Coffea canephora) using SWOT analysis obtained 8 strategies from internal factors and external factors. While the results of the AHP analysis showed that optimizing marketing staff and managing product promotion to expand the product, are the most dominant attributes with the highest value of 0.206