Analysis of Arabica Coffee Marketing Efficiency

Abstract

The purpose of this study was to determine the form of channels, functions, and marketing efficiency of Arabica Coffee. Knowing an efficient marketing channel makes it easy for farmers to choose coffee marketing channels in order to obtain a more rational selling price. The research method used is a survey method with qualitative and quantitative descriptive analysis approaches. The location selection was done purposively with consideration in Sindangkerta Subdistrict, West Bandung Regency, there are two types of Arabica Coffee cultivated by farmers, namely Arabica Coffee and Geographical Indications. Based on the research results, it can be revealed that there are four Arabica Coffee marketing channels: Two Geo- and two non Geo-graphical Indications marketing channels, respectively. In terms of efficiency, channel I in Arabica Coffee marketing is the most efficient geographical indication, because the lowest total Margin value is 69,700, the highest value of marketing efficiency is 2.88 and the Farmer's Share value is greatest at 10%.