Coffee is a product that continues to be in demand by the public. Indonesia is one of the coffee-producing countries, with production in 2020 amounting to 744,000 tons. Arabica coffee is the most popular type of coffee. The area of ​​Arabica coffee plantations in West Java reaches 27,757 ha. To find out the optimization strategy for coffee production, it is necessary to conduct an exploratory study related to the cultivation system and marketing channels for Arabica coffee in West Bandung Regency. The research method uses a survey with path analysis. The variables observed were the cultivation system used, the marketing channels used and the performance results of Arabica coffee farmers. The results showed that the variable cultivation system and marketing channels affect the productivity and profits of farmers with the equation Y = 0.417 X1 + 0.465 X2 + €. Partially, the cultivation system and marketing channels have an effect on performance, while correlation analysis shows that there is no correlation between the cultivation system and marketing channels. The strategy conveyed was the improvement of the cultivation system, namely the provision of fertilizers or hormones that stimulate flowering, the use of protective trees, the processing of coffee beans and market information. The suggestion is that there is a need for government involvement in coffee management from upstream to downstream.