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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Anjaswari, Melinda
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Agriculture, Biological Sciences & Forestry

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Strategi Pemasaran Kopi Pakuwon Dengan Metode Analytical Hierachy Process (AHP) Anjaswari, Melinda; Sukmawani, Reny; Astutiningsih, Endang Tri
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.11300

Abstract

Pakuwon coffee is a coffee product produced from planting in an experimental garden owned by the Industrial and Refreshing Plant Agricultural Instrument Standardization Agency (BSIP-TRI) which has the opportunity to be developed. Pakuwon coffee produced by BSIP-TRI generally has not implemented an optimal marketing strategy and its existence is not well known by the wider community, so an appropriate marketing strategy is needed to support the success of this Pakuwon coffee product. Data analysis uses the AHP (Analytical Hierarchy Process) method, from the total calculation using the AHP method, the recommendation for choosing the best marketing strategy for Pakuwon coffee is comprehensive marketing management (market management, marketing mix, field surveys) with the highest score of 0.36 , then criterion C or continuous product research and development with a value of 0.34 and finally criterion B or building a continuous quality raw material procurement system (GAP, GPP) with a weight value of 0.29. The use of the AHP method is considered to be able to determine the selection of the best marketing strategy for Pakuwon coffee owned by BSIP-TRI.
Co-Authors Endang Tri Astutiningsih Reny Sukmawani