STRATEGI PEMASARAN KOPI BATULANTEH KABUPATEN SUMBAWA

Abstract

Batulanteh Coffee is one of the leading commodities in Sumbawa Regency. This study aims to formulate the marketing strategy formulation of Batulanteh Coffee in Sumbawa Regency. The method used is a qualitative research with Analytical Hierarchy Process ( AHP) was chosen as the data analysis technique using Expert Choice 11 software. At the criterion level using the 4P Marketing Mix, namely Product, Price, Promotion, and Distri- bution. While the alternative levels consist of Direct Selling, Social Media, and Marketers. The results showed that marketing through Social Media was prioritized as a marketing strategy for Batulanteh Coffee, Sumbawa Regency with a score of 38.5%. Followed by Direct Selling with a score of 36.2% and marketing through Marketing Agencies with a score of 25.3%. Marketing through Social Media continues to pay attention to increasing production capacity in accordance with the characteristics of market demand and contin- ues to carry out promotions with advertisements that are able to introduce Batulanteh Cof- fee in Sumbawa Regency in the wider market arena. Meanwhile, distribution channels and prices are not an obstacle in marketing Batulanteh Coffee in Sumbawa Regency.