Efektivitas Strategi Promosi Produk Kopi Lokal Di Rumah Kopi Ranin

Abstract

<jats:p>Ranin Coffee House is a small scale business that is engaged in selling local coffee products. This business conducts promotional activities to increase sales of its products. The purpose of this study is to identify the form of promotional strategies, analyze the effectiveness of promotional strategies, and identify the relationship between respondent characteristics and the effectiveness of promotional strategies on the dimensions of empathy, persuasion, impact, and communication. This research was used a quantitative approach in a survey of 40 respondents who were supported by qualitative data with in-depth interviews with selected respondents who mastered the research problem. The results show that brand and packaging promotion strategies, Instagram media, and personal selling are counted effective in increasing empathy, persuasion, positive impact, and communication (EPIC dimension), and not all respondent characteristics are related to the effectiveness of promotional strategies carried out by Ranin Coffee House.</jats:p>

The Structure-Conduct-Performance of Indonesian Coffee Processing Industry

“…The types of promotional strategies that can be used are from the aspect of brand and packaging that is used as a product identity, personal selling as an effort to create direct interaction with consumers, and through the use of social media as a means to reach consumers widely as well as play a role in providing education about coffee from Indonesia [39]. In addition, promotion can be carried out in practice based on goals including to remind or maintain the brand in the hearts of the public, persuade, notify, and modify the behavior and opinions of consumers to be encouraged to make purchases [40].…”

Strategi Pemasaran Kopi Pakuwon Dengan Metode Analytical Hierachy Process (AHP)

“…Komoditas perkebunan termasuk ke dalam salah satu industri kebanggan yang menjadi penyumbang pendapatan nasional (Aini & Noor, 2022). Kopi merupakan salah satu produk esensial dari industri pertanian, kopi saat ini menjadi bagian dari perdagangan di dunia yang penting serta ikut terlibat ke dalam perdagangan dari dunia (Rezki & Hapsari, 2019). Semenjak tahun 1999, Indonesia merupakan bagian dari negara penghasil dan menjadi bagian pengekspor kopi menempati peringkat ke empat di dunia setelah negara Brazil, Vietnam, dan Kolombia (Maryana et al, 2015).…”

Sosialisasi Digital Agrotourism dalam Upaya Peningkatan Kesejahteraan Petani Kopi Gombengsari, Banyuwangi

“…Kegiatan ini bertujuan untuk mempromosikan produk lokal kopi Banyuwangi [2]. Strategi promosi yang jitu akan berdampak terhadap eksistensi para pelaku usaha tetap bertahan di pasaran [3], meningkatkan keuntungan [4], sekaligus juga akan meningkatkan promosi daerah [5], [6].…”