Collective Marketing Performance of Coffee Beans in Lampung Province

Abstract

This study aims to identify actors in collective marketing channels and analyze the collective marketing performance of coffee beans in Lampung Province, Indonesia. Research samples are 50 coffee farmers in West Lampung Regency, randomly selected from farmer groups. The analytical method used to assess the collective marketing performance was marketing margin analysis.”The results showed that many actors were involved in the marketing channel, including collectors, wholesalers, farmer groups, Federate Farmers Groups, Joint Business Groups, and exporters.”Their involvement increased the handling costs during the marketing process. There are four collective marketing channels of coffee beans identified in this research.” Based on the results of marketing margin analysis, it is known that the most efficient collective marketing channel is direct selling to Joint Business Group.”

Jaringan Rantai Pasok Kopi Biji

“…Selisih harga antara kopi kualitas asalan dengan kopi premium cukup tinggi (75%). Harga-kopi asalan di-tingkat petani Rp.20.000/kg, sedangkan harga-kopi premium olahan natural Rp 35.000/kg (Noer, 2021). Saat ini kemampuan petani memproduksi kopi sudah cukup baik, dengan rataan produktivitas hampir mencapai satu ton per hektar.…”