Development of Kapiten Coffe as a Media to Branding an Agropolitan City: Case Study in Pasuruan, Indonesia

Abstract

The concept of commercialization is a strategic step in introducing Kapiten coffee products to be the flagship of Pasuruan Regency and brands with measurable coffee quality. This commercialization involves three important actors; government, academics and entrepreneurs (triple helix) so that the captain's coffee succeeded in bringing Pasuruan Regency. This study uses a non-metric Multidimensional Scaling method with ranking data processing. The method used is that data is obtained through preference ranking, where the steps are as follows: making a questionnaire, ranking various brands based on existing attributes, then mapping the attributes. Data on this research take from some of coffe brand in East Java Province using case study. In addition, this study also uses the Critical Path Method which is used to measure the duration of the work. This method will greatly help project managers in analyzing, planning and scheduling projects more efficiently. The results of this study indicate that Kapiten coffee is superior in terms of taste, soft texture to attractive packaging, which is an important strategy to introduce Kapiten coffee products into the free market; both domestically and internationally. As for the captain's coffee, it takes 51 days to be widely marketed. Kapiten coffee has advantages and tastes, textures and packaging that are distinctive from other coffees. So this is a special attraction for consumers.