Anjaswari, Melinda and Sukmawani, Reny and Tri Astutiningsi, Endang (2023) PAKUWON COFFEE MARKETING STRATEGY USING THE ANALYTICAL HIERARCHY PROCESS (AHP). Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10 (1). pp. 32-37. ISSN 2460-4321

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Abstract

Pakuwon coffee is a coffee product produced from planting in an experimental garden owned by the Industrial and Refreshing Plant Agricultural Instrument Standardization Agency (BSIP-TRI) which has the opportunity to be developed. Pakuwon coffee produced by BSIP-TRI generally has not implemented an optimal marketing strategy and its existence is not well known by the wider community, so an appropriate marketing strategy is needed to support the success of this Pakuwon coffee product. Data analysis uses the AHP (Analytical Hierarchy Process) method, from the total calculation using the AHP method, the recommendation for choosing the best marketing strategy for Pakuwon coffee is comprehensive marketing management (market management, marketing mix, field surveys) with the highest score of 0.36 , then criterion C or continuous product research and development with a value of 0.34 and finally criterion B or building a continuous quality raw material procurement system (GAP, GPP) with a weight value of 0.29. The use of the AHP method is considered to be able to determine the selection of the best marketing strategy for Pakuwon coffee owned by BSIP-TRI.

Item Type:	Article
Uncontrolled Keywords:	Strategi Pemasaran, Kopi Pakuwon, Analytical Hierarchy Process (AHP)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Heriska Heriska
Date Deposited:	02 May 2024 15:58
Last Modified:	02 May 2024 15:58
URI:	http://eprints.ummi.ac.id/id/eprint/3388

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