STRATEGI DAN EFISIENSI BIAYA PEMASARAN KOPI DI KECAMATAN POCO RANAKA TIMUR KABUPATEN MANGGARAI TIMUR PROVINSI NUSA TENGGARA TIMUR

Abstract

The purpose of this research is to know: 1) coffee marketing strategy in East Poco Ranaka Sub-district of East Manggarai Regency and 2) cost efficiency of coffee marketing in East Poco Ranaka Sub-district of East Manggarai Regency. The method used in this research was survey method. The data collected were primary and secondary data. Primary data was obtained from respondents as many as 96 people, they all were determined in stages (Multistage Sampling Tech- nique) and secondary data obtained from agencies associated with the study. In order to answer the first question, the writer used descriptive method while the second goal the writer used marketing efficiency analysis. The results showed that marketing strategy in terms of product, price, promo- tion and distribution system that have been practiced by the farmers as producers were still not adequate and didn’t guarantee the quality of market products and from the aspects of marketing efficiency point of view, there was a differentiation of efficiency level on various marketing chan- nels. The most efficient marketing pattern or channel was found in the third marketing channel. This channel had the lowest marketing cost, the highest profit, the lowest margin and marketing efficiency index