Ernantje Hendrik
Universitas Nusa Cendana Kupang, Indonesia

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STRATEGI PEMASARAN DAN PENDAPATAN PRODUK TEH DAUN KELOR PADA KELOMPOK TANI USAHA MAJU BERSAMA DI DESA NOELBAKI KECAMATAN KUPAN TENGAH Kristianus Ivan Agung; Ernantje Hendrik; Siska Elvani
Journal Education and Government Wiyata Vol 4 No 3 (2026): Agustus 2026
Publisher : Yayasan Panca Bakti Wiyata Pangandaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71128/e-gov.v4i3.460

Abstract

This study aims to describe the marketing strategies applied by the Usaha Maju Bersama farmer group in Noelbaki Village and to analyze the income generated from moringa leaf tea farming. The research employed descriptive qualitative and quantitative methods, with SWOT analysis (IFAS and EFAS) to identify internal and external factors influencing marketing strategies, and cost– revenue analysis to measure farm income. The results show that marketing strategies include product, price, promotion, and distribution, with strengths in product quality but weaknesses in packaging and promotion. Opportunities arise from increasing consumer demand for herbal products, while threats include competition from similar products. Income analysis revealed that the business is economically feasible, with an annual net income of Rp 64,275,000. These findings highlight the need for improved digital promotion, packaging innovation, and distribution expansion to enhance competitiveness and sustainability.
DAMPAK AGROWISATA KOPI TERHADAP FAKTOR SOSIAL EKONOMI PETANI DI DESA COLOL KECAMATAN LAMBA LEDA TIMUR KABUPATEN MANGGARAI TIMUR Fenansius Aldi Gou; Fredrik L. Benu; Ernantje Hendrik
Journal Education and Government Wiyata Vol 4 No 3 (2026): Agustus 2026
Publisher : Yayasan Panca Bakti Wiyata Pangandaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71128/e-gov.v4i3.462

Abstract

Agritourism development is a rural development strategy that integrates the agricultural and tourism sectors to increase the added value of local commodities and community welfare. Colol Village, located in East Lamba Leda District, East Manggarai Regency, is known as one of the prominent centers for Arabica coffee production in East Nusa Tenggara Province, which has begun to develop as an agritourism destination. This study aims to analyze the characteristics of coffee agritourism development, the level of coffee farming income, and the socio-economic impacts of agritourism development on farmers. This research employed a quantitative approach using a survey method involving 70 coffee farmers selected through purposive sampling. Data collection was conducted through observation, in-depth interviews, and questionnaire distribution. Data were analyzed using descriptive analysis, farm income analysis, multiple linear regression, and path analysis using SPSS software. The results showed that coffee agritourism development contributes positively to improving the community's socio-economic conditions. The coefficient of determination ($R^2$) of 56.2% indicates that a substantial portion of the variation in farmers' income is explained by variables such as farmer participation, additional business activities, agritourism supporting activities, and job creation. Partially, farmer participation (Sig. 0.002) and additional businesses resulting from agritourism (Sig. 0.012) have a positive and significant effect on increasing farmers' income, whereas tourism area sanitation activities and job creation have not shown a significant effect. Beyond increasing farm household income, agritourism development also fosters community cooperation, improves environmental quality, diversifies economic ventures, and strengthens the identity of Colol Village as a coffee agritourism region. Thus, community-based agritourism development serves as a viable strategy for sustainable rural economic development.