STRATEGI PEMASARAN KOPI LUWAK MANGLAYANG KARLINA DI KELOMPOK TANI KIWARI FARMERS, KABUPATEN BANDUNG
Authors: Kusno Kuswarini , Ariin Muhammad Indra Pratama , Wiyono Sulistyodewi Nur , Rochdiani Dini 
Published: April 2021

Abstrak Kiwari Farmers adalah kelompok tani yang mengusahakan kopi arabika reguler dan kopi luwak Manglayang Karlina. Penjualan kopi luwaknya rendah dan tidak kontinyu selama tahun 2016-2017. Karena itu perlu diidentifikasi penyebabnya dengan tujuan untuk merumuskan strategi pemasaran kopi luwak tersebut di Kelompok Tani Kiwari Farmers. Teknik penelitian menggunakan teknik studi kasus. Data primer dan sekunder dikumpulkan melalui observasi, wawancara, dan studi literatur. Data dianalisis dengan analisis strength, weakness, opportunity, and threat (SWOT) dan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan ada 6 strategi alternatif: 1) mengalokasikan keuntungan untuk riset fermentasi biji kopi, dan proses roasting, untuk pelatihan formal tenaga kerja, serta untuk pembangunan lantai jemur dan gudang, 2) melakukan kampanye kreatif berbasis edukasi mengenai animal welfare, dan jenis, manfaat serta proses pengolahan kopi luwak, 3) menggunakan Instagram dan Facebook untuk mengedukasi konsep pengolahan mandiri dari hulu hingga hilir dan animal welfare, 4) memperluas jalan kebun, lantai jemur, dan tempat pengolahan pasca panen kopi untuk kepentingan agrowisata, 5) meningkatkan riset pengolahan roasting dan pelatihan tenaga kerja, serta 6) mempertahankan dan menambah inovasi produk baru dan kemasan. Strategi prioritas atau yang terbaik adalah strategi kesatu. Disarankan Kiwari Farmers menerapkan strategi ke 1) tersebut di atas, dan melakukan survei terhadap konsumen kopi luwak.Kata kunci: kopi luwak, strategi pemasaran, SWOT, QSPMAbstractKiwari Farmers cultivates for regular Arabica coffee and Manglayang Karlina Luwak coffee in Bandung district. The sales volume of civet coffee is still low and has experienced discontinue sales during 2016-2017. Thus, it is necessary to identify the causes of the low sales of civet coffee in order to formulate the marketing strategy of the civet coffee in the Kiwari Farmers Group. This study uses case study techniques. Primary and secondary data are collected through observation, interviews, and literature studies. Data on strengths, weaknesses, opportunities and threats encountered by Kiwari farmers groups were analyzed using SWOT Analysis and Quantitative Strategic Planning (QSP) Matrix. As a result, there were six alternative strategies: 1) allocate profits for coffee bean fermentation research, roasting processes, formal labor training, building dry floors and warehouses, 2) create creative campaigns such as the animal welfare education campaign, and campaigns on civet coffee types, the benefits of civet coffee consumption, and the processing of civet coffee, 3) use the benefits of social media in particular Instagram and Facebook to educate the concept of civet coffee processing from the beginning to the end of the process, and animal welfare, 4) enlarge the road area in the garden, drying area, build a post-harvest site and processing coffee for the development of an agro-tourism business unit, 5) improve roasting processing research and employee training, and 6) maintain by innovating new products and packaging. The best strategy is strategy number 1) mentioned above. Kiwari Keywords: civet coffee, marketing strategy, SWOT, QSPM