Analisis Saluran Pemasaran Kopi Robusta Di Gapoktan Suka Maju Desa Pace Kecamatan Silo Kabupaten Jember

Abstrak

The coffee industry plays a critical role in providing extensive employment opportunities, particularly through activities such as coffee bean processing, product marketing, and international trade, including both export and import operations. In Pace Village, the majority of the population engaged in coffee farming are members of farmer groups managed by the Farmers Association (Gapoktan) Suka Maju. Nevertheless, marketing remains a significant challenge for farmers. This issue arises due to the lack of facilities or platforms enabling them to exchange information on effective sales strategies and achieving optimal coffee prices.Given the importance of coffee as a commodity for farmers' livelihoods and the pressing need for market certainty, efforts must be made to provide a clear overview of the coffee marketing channels from producers to end consumers. This study, therefore, aims to identify and analyze the coffee marketing channels within Gapoktan Suka Maju in Pace Village, Jember Regency. The research employs a qualitative descriptive method to explore and analyze the marketing channels utilized by coffee farmers. A total of 74 respondents, all members of farmer groups under Gapoktan Suka Maju, participated in this study. The findings reveal three main coffee marketing channels in the research location. These channels are categorized into two primary groups: marketing coffee in powdered form and marketing coffee as green beans.