STRATEGI PENGEMBANGAN SUBSISTEM PEMASARAN AGRIBISNIS KOPI ARABIKA DI KELURAHAN COMPANG CAREP KECAMATAN LANGKE REMBONG KABUPATEN MANGGARAI

(Studi Kasus Kelompok Tani Peduli Lestari Lingkungan Carep)

Abstrak

         This study aims to determine the internal factors (strengths and weaknesses) and external factors (opportunities and threats) that affect the development of arbika coffee agribusiness marketing subsystem  in Compang Carep Village, Langke Rembong District, Manggarai Regency. The data collection method used was the survey method, the library method and the point documentation method. Data analysis was carried out using descriptive analysis troug SWOT analysis approach   (IFAS-EFAS analysis), SWOT matrix analysis and SWOT quadrants

         The results of this study indicate that internal factors which are the main strengths in knowing the development of  arabica coffee agribusiness marketing subsystem  in the Compang Carep Village is selling coffee and dry coffee forms and farmers already know how to process ground coffee, while the main weaknesses are low coffee productivity and lack of social media utilization as a means of point promotion. While external factors including the main opportunities are natural resources that support and develop modern markets/online, while the main threat is market competition.

         Arabica coffee agribusiness marketing subsystem development strategy focused on aggressive strategy,   coffee agribusiness (marketing subsystem) at the research location should be focused on the point strategy, this aggressive strategy is more emphasized on coffee agribusiness development activities that lead to the SO strategy (strengths-opportunities) which is an efforts to maximize strengths to take advantage of the opportunities that the point has.  The strategy is that farmers take advantage of existing technology advances (internet) making it easier for farmers to promote products that will be marketed through internet media, farmer group promotion activities allow to reach consumers more broadly and intensively by doing promotions via the internet