Strategi Pemasaran Kopi oleh Masyarakat Sekitar Kawasan Hutan (Studi Kasus Desa Aornakan I dan Kuta Tinggi, Kabupaten Pakpak Bharat)

Abstract

Agroforestry is developing a synergy between agricultural and forestry production that is beneficial for increasing food production, sustainable wood production and improving soil quality. One form of agroforestry in Indonesia is coffee-based agroforestry, which is grouped into two, namely multistrata agroforestry systems and simple agroforestry. The potential of coffee in Pakpak Bharat Regency has an economic value that can be used as a source of income for the community around the forest area. This study aims to analyze the coffee marketing strategy by the community in Aornakan I and Kuta Tinggi villages, Pakpak Bharat Regency. This study uses the method of margin analysis, farmer's share analysis and SWOT analysis. The coffee marketing strategy is based on the case of coffee marketing in the study area, so the right strategy can be determined in order to obtain efficient marketing. There is 1 coffee marketing channel, namely the marketing channel (producer – collector – agent) and the priority strategy for coffee marketing in Aornakan I and Kuta Tinggi villages is the SO (Strength-Opportunities) strategy. This research is expected to provide information on patterns, margin analysis, and coffee marketing strategies in Pakpak Bharat Regency and is expected to be a consideration in development efforts to increase the marketing price of better coffee.