Analysis of Arabica Coffee Marketing Efficiency

Abstract

The purpose of this study was to determine the form of channels, functions, and marketing efficiency of Arabica Coffee. Knowing an efficient marketing channel makes it easy for farmers to choose coffee marketing channels in order to obtain a more rational selling price. The research method used is a survey method with qualitative and quantitative descriptive analysis approaches. The location selection was done purposively with consideration in Sindangkerta Subdistrict, West Bandung Regency, there are two types of Arabica Coffee cultivated by farmers, namely Arabica Coffee and Geographical Indications. Based on the research results, it can be revealed that there are four Arabica Coffee marketing channels: Two Geo- and two non Geo-graphical Indications marketing channels, respectively. In terms of efficiency, channel I in Arabica Coffee marketing is the most efficient geographical indication, because the lowest total Margin value is 69,700, the highest value of marketing efficiency is 2.88 and the Farmer’s Share value is greatest at 10%.

Efisiensi Pemasaran Kopi Robusta di Kabupaten Bogor

“…Produk kopi berupa green beans dibedakan atas karakteristik tertentu yang menentukan harga jual kopi di pasaran. Pemasaran kopi dibedakan berdasarkan indikasi geografi dan non-geografi (Permana et al 2020), keterlibatan koperasi (Mrema 2017), perbedaan wilayah pemasaran (Pandit et al 2015), karakteristik sosial-ekonomi (Higuchi et al 2012), adanya kegiatan ekspor (Temtime 2016), dan perbedaan perlakuan antara green beans asalan dan sortasi (Maulana et al 2021).…”