Strategi Peningkatan Daya Saing Produk Ekspor Kopi Indonesia di Pasar Global

Abstract

One of the main commodities with the highest export value for Indonesia is coffee. Coffee is an agricultural product (from the plantation subsector) which has proven to be a significant source of export foreign exchange for the country. The current coffee trade problem is how Indonesia maintains the development of its coffee exports with the increasing number of other coffee exporting countries. This study aims to determine and analyze the competitiveness of Indonesian coffee commodities in the global market, identify internal and external factors in increasing the competitiveness of Indonesian coffee in the global market, and analyze the strategies that should be carried out to increase the competitiveness of Indonesian coffee export products in the global market. The type of research used is qualitative research. This research is also a descriptive research because it describes or describes the condition of the competitiveness of Indonesian coffee export products in the current global market. The method chosen in data analysis to analyze the competitiveness of coffee with HS code 0901 in the period 2013-2022 using Revealed Comparative Advantage (RCA) and to analyze competitive advantage with Porter Diamond analysis. While to analyze the strategy to increase coffee exports using SWOT analysis. The results of the study show that on average Indonesian coffee in the global market has a comparative advantage or strong competitiveness. In addition, the results of the study using the Porter Diamond theory approach show that Indonesian coffee has a competitive advantage by considering the internal and external factors that influence it. Then the strategy that should be carried out is obtained based on the SWOT analysis and is more directed towards a strategy that focuses on technical aspects, cultivation of coffee commodity development and optimizing the role of supporting institutions.