Robusta Coffee Marketing Channel Analysis Picking Rainbows and Picking Reds in Pagar Alam City

Abstract

Pagar Alam City is one of the cities in South Sumatra Province located between Bukit Barisan and Mount Dempo. It has the potential for developing Robusta coffee because it has characteristics that match the criteria for growing Robusta coffee. The coffee plantation area in Pagar Alam City is 8,237 hectares, with Robusta coffee productivity reaching 12,782 kg/year, which influences marketing activities, which generally involve farmers, village intermediaries, city intermediaries, exporters, coffee powder industry, roasteries, coffee shops, and consumers. The involvement of various marketing institutions results in differences in the price of robusta coffee between marketing channels due to the implementation of marketing functions. In this research, the technique used in determining the sample was purposive sampling and snowball sampling. The number of informants in the research was 35 people, and the analysis used was descriptive qualitative with marketing channel analysis. There are three marketing channels for rainbow-picked Robusta coffee channels, namely first Farmers – Village Middlemen – City Middlemen – Exporters, second Farmers – City Middlemen – Exporters, and third Farmers – Exporters. There are four marketing channels for red-picked Robusta coffee, namely the first, Farmers – Coffee Powder Industry, second, Farmers – Roastery, third, Farmers – Consumers, and Farmers – Coffee Shop. Keywords: Marketing Channels, Robusta Coffee, Petik Pelangi, Petik Merah The majority of rainbow picked robusta coffee farmers to sell in the first channel Farmers - Village Middlemen - City Middlemen - Exporters because this channel is the longest and most farmers sell, and the majority of red picked farmers sell in the first channel Farmers - Coffee Powder Industry and second Farmers - Roastery because their orders are always there. Keywords: Marketing Channels, Robusta Coffee, Petik Pelangi, Petik Merah