Proceedings of the 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)

Strategies to Increase the Selling Price of Coffee Through Product Diversification

Authors
Rina Indrayani, Ragil Pardiyono
Corresponding Author
Rina Indrayani
Available Online 24 July 2020.
DOI
https://doi.org/10.2991/ahsr.k.200723.002How to use a DOI?
Keywords
strategy, selling price, diversification
Abstract
Srikandi village is one of the coffee-producing villages in Pangalengan West Java. Most of the population are farmers. During this time the resulting coffee still has a selling price that is not optimal, so this research aims to create a marketing strategy to increase the selling price of coffee. With respondents as many as 32 people or 4 groups of farmers, and research instruments were questionnaires, test results obtained all valid instrument for r count> r table of and for reliable are 0.755, results of the analysis are the strength of this business, a good coffee quality, spacious and labor market much. The disadvantage is the lack of capital, while the chances are that the global coffee market. To the threat is that in Pangalengan many farmers who produce the same yields. Based on research conducted by 4 obtained by the X and Y at −6.5, so that the position of this business is in quadrant II Cartesian diagram. So the strategy that should be done is the coffee farmers should diversify the products, which means that farmers do not just sell coffee in the form of cherries alone, but must sell coffee in other forms, such as coffee are peeled, dried, in roasting coffee even milled.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Rina Indrayani
AU  - Ragil Pardiyono
PY  - 2020
DA  - 2020/07/24
TI  - Strategies to Increase the Selling Price of Coffee Through Product Diversification
BT  - Proceedings of the 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)
PB  - Atlantis Press
SP  - 4
EP  - 6
SN  - 2468-5739
UR  - https://doi.org/10.2991/ahsr.k.200723.002
DO  - https://doi.org/10.2991/ahsr.k.200723.002
ID  - Indrayani2020
ER  -