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Septi Andryana
Universitas Nasional
Aerospace Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Public Health Social Sciences

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Journal : JOIV : International Journal on Informatics Visualization

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Enhancing Coffee Marketing Strategies through Multi-Criteria Decision-Making Andryana, Septi; Wahyuddin, Mohammad Iwan; Rahman, Ben; Putra, Abdul Rahman Wijaya; Mantoro, Teddy
JOIV : International Journal on Informatics Visualization Vol 9, No 4 (2025)
Publisher : Society of Visual Informatics

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62527/joiv.9.4.3282

Abstract

Coffee is a globally preferred beverage, and Indonesia, as a major supplier, provides a wide variety of high-quality coffee varieties with unique characteristics from each region. East Manggarai, East Nusa Tenggara, Indonesia, produces Colol coffee, a high-quality variety with unexplored market potential. The marketing of Colol coffee faces significant challenges, including limited accessibility, lack of market information, and inadequate logistics infrastructure. A comprehensive marketing strategy necessitates the consideration of numerous criteria, which generate a range of alternative decisions to identify the marketing area. This study proposes a framework to optimize the marketing strategy of Colol coffee using the MCDM (Multi-Criteria Decision-making) approach, which integrates AHP, SMARTER, and TOPSIS methods. This framework is applied to rank marketing areas in 38 provinces in Indonesia based on five criteria, namely, accessibility, market potential, logistics, environmental conditions, and safety. The results show that the MCDM method can increase the effectiveness of marketing strategies. The top three alternative coffee marketing regions are Papua, East Kalimantan, and South Papua, with eigenvalues of 0.0569, 0.0424, and 0.0421. With incomplete data, in some marketing areas, it is a challenge to integrate multiple MCDM methods to have a better ranking that represents the real world of marketing strategy. This study supports the enhancement of the digital economy in the agricultural sector. It provides a meaningful understanding of the application of MCDM in marketing agricultural products, with far-reaching implications for marketing strategies in similar sectors.
Co-Authors A. Yusuf, Ridwan Abdul Rahman Wijaya Putra Achmad Benny Mutiara Achmad Riyadi Aditya Pratama Aditya Pratama Adryan Syahputra Agung Sembiring Agus Iskandar Ahmad Fahreza Aji Afani Maldini, Muhamad Akbar Mulia Ardiansyah Alam Supriyadi Albaar Rubhasy Albaar Rubhasy Aldisa, Rima Tamara Aldjawad, Mohamad Alfi Nur Rahmawan Ali, Muhammad Rifqi Alma Bryan Fitri Finika Andani, Angela Nerci Andrianingsih Andrianingsih Angga Pradihta Anugrah Putra, Mandala Aprilia Tika Rahayu Apriliani Wulandari Arif Setyo Pambudi Aris Gunaryat Aris Gunaryati Aris Gunaryati Aris Gunaryati Aris Gunaryati Aris Gunaryati Aris Gunaryati, Aris Avicienna Adhi Narendro Purnomo Azharandi, Nadhif badriawan sukma Bagus Tegar Dwi Irianto Bagus Widiyanto Bayu Setyawan Ben Rahman Ben Rahman Benrahman Bimo Anggoro Seno Bimo Salasa Putra Budi Dwi Kurniawan Caniago, Diana Deny Hidayatullah Deny Hidayatullah Dewantoro, Danang Dhani Farhansyah Diana Caniago Dicky Pradana Abdulrahman Julianto Dwi Yulian Rizki Saputra Era, Defrimont Eri Mardiani Ernastuti Ernastuti Esah Raffliansyah, Alfarizky Farhany, Nadia Muis Fauziah Fauziah Febfiyana Febfiyana Fendy Sulistyo Finika, Alma Bryan Fitri Freddy Artadima Silaban Ghifari Yusuf Abdillah Gio Fandi H Nainggolan Guntur Wicaksono Gusti Karnawan Haris Amanullah Ina Agustina Ira Diana Sholihati Ira Diana Sholihati irfan muttaqim Istiarati Ayustina Anjaswari Janubiya, Tasya Khaerani Jhovie Afriyany Karim, Muhammad Ibrahim Adham Koibur, Reni Krisna Ruliyanto Lukman Medriavin Silalahi M Alwi Saepul Zaman Mahendra, Wahyu Eka Mamisala, Dion R A Maurizka Zahra Devita Mikhael Kristian Misria Attanggo Mochamad Naufal Shofy Mohamad Aldjawad Mohamad Didit Supriyadi Mohammad Iwan Wahyuddin Muhamad Afriyan Kahfi Muhammad Ikbal Muhammad Ikbal Muhammad Iqbal Nasution Muhammad Reza Akbar Muhammad Rifqi Ali Muhammad Taufiq Ismail Mursyid Salim Nadhif Azharandi Nadia Aulia Nadila, Tika Aenun Naif Farhan Naqiyah, Shofy Navita Putri Purwanti Nur Hayati Nur Widya Pratiwi Nur, Ridwan Pramesti Sifa Aisya Nuha Pratiwi, Ridha Prihandoko Prihandoko Puspita, Anna Thasyia Putra, Abdul Rahman Wijaya Putra, Ricky Syah Raffliansyah, Alfarizky Esah Rafli Ramadhan Gunawan RAHAYU, FAJAR Rahman, Ben Rahmat Azyad Samallo Ratih Titi Komala Sari, Ratih Titi Komala Ratih Titi Komalasari Rehan Aria Khalif Resa Wahyu Adi Pujianto Ricky Syah Putra Ridwan Baharudin Ridwan Nur Rifqi Firmansyah Rifqi Zulfikar Rima Tamara Aldisa Rima Tamara Aldisa Rivan Wahyuda Riyadi, Achmad Rizal Maulana Yusuf Effendi Rizki Insani Maulana Ryan maulana Sari Ningsih Selamet Kurniawan Setia Sri Anggraeni Setiawan, Ikbal Danu Setiawan, Muhammad Afif Setiyo Budiyanto Sholihati, Ira Diana Shynta Octavia Sita Widad Muqsithoh Supriyadi, Alam Supriyadi, Mohamad Didit Syahbani Farhan Syahputra, Adryan Teddy Mantoro Teguh Riyono Adi Tika Aenun Nadila Topan Yulianto Ucuk Darusalam Wafiqah Setyawati Wahyuni Wahyu Eka Mahendra Wahyuddin, Mohammad Iwan Wattimena, Fegie Yoanti Winarsih Winarsih Winarsih Winarsih Winarsih Winarsih Yuda Aji Pramukti Yusril Adam Mahendra Yusuf Effendi, Rizal Maulana Zaman, M Alwi Saepul