<![CDATA[Puncak Jaya Regency is proactively advancing the development of Arabica coffee, which has increasingly become both a commodity in this area. The aim of this research is to analyze the marketing strategy of Arabica coffee in order to improve the income of coffee farmers in Puncak Jaya Regency. This study employs a descriptive qualitative method with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis approach to examine the marketing strategy of Arabica coffee in Puncak Jaya Regency, Papua. The research was conducted from December 20, 2025, to February 20, 2026. Informants were selected through purposive sampling and consisted of: (1) coffee farmer groups in Dokome Village, (2) Arabica coffee marketers, (3) local government officials from the Department of Agriculture, and (4) individual coffee farmers. This research indicated that the marketing strategy for Arabica coffee in Puncak Jaya Regency should focus on maintaining existing strengths while maximizing available opportunities to enhance farmers’ income. The combination of internal capabilities, such as ease of cultivation, availability of seedlings, and strong farmer motivation with external supports like government extension programs and growing market demand provides a solid foundation for sustainable development. By addressing weaknesses through improved management and mitigating threats from environmental and market challenges, coffee producers can strengthen their competitive position.]]>
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