Proceedings of the 2nd International Conference on Neural Networks and Machine Learning 2023 (ICNNML 2023)

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Marketing Strategy of OSE Robusta Coffee-Argopuro Mountain, Jember District

Authors
Nita Kuswardhani1, *, Ratnawati1
1Agricultural Industrial technology Study Program, – Faculty of Agricultural Technology, University of Jember, Jember, Indonesia
*Corresponding author. Email: nita.ftp@unej.ac.id
Corresponding Author
Nita Kuswardhani
Available Online 29 June 2024.
DOI
10.2991/978-94-6463-445-7_29How to use a DOI?
Keywords
marketing; robusta coffe; Argopuro mountain
Abstract

Marketing is becoming a crucial aspect for agricultural businesses because there is a marketing planning process and implementation of the conception, pricing, determination process, product, promotion, place or distribution, and social and managerial approach. Competition in coffee causes robusta coffee produced from the Argopuro mountains to require an appropriate marketing strategy. The research goal is 1) to determine the factors that influence the choice of marketing channels robusta coffee at the slope of Argopuro mountain Bangsalsai, Jember, 2) formulate a marketing strategy for Robusta coffee -slope of Argopuro mountain Bangsalsai, Jember. Methods of analysis used logit analysis to know the factors that influence and SWOT analysis for the suitable marketing strategy formulation and the study of the QSPM to see the priority strategies used. The results showed that the real against the marketing channel selection is the income and the attachment to the contract. The best marketing strategy of robusta coffee on the slope of the Argopuro mountains from Tugusari and Curah Kalong village, Bangsalsari, was the strengthening coffee branding, followed by improving on quality and sortation process.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Neural Networks and Machine Learning 2023 (ICNNML 2023)
Series
Advances in Intelligent Systems Research
Publication Date
29 June 2024
ISBN
10.2991/978-94-6463-445-7_29
ISSN
1951-6851
DOI
10.2991/978-94-6463-445-7_29How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nita Kuswardhani
AU  - Ratnawati
PY  - 2024
DA  - 2024/06/29
TI  - Marketing Strategy of OSE Robusta Coffee-Argopuro Mountain, Jember District
BT  - Proceedings of the 2nd International Conference on Neural Networks and Machine Learning 2023 (ICNNML 2023)
PB  - Atlantis Press
SP  - 263
EP  - 270
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-445-7_29
DO  - 10.2991/978-94-6463-445-7_29
ID  - Kuswardhani2024
ER  -