ANALISIS STRATEGI PEMASARAN KOPI BUBUK ROBUSTA DENGAN METODE SOAR DAN AHP PADA UD. RUMAH KOPI BANJARSENGON

Marketing Strategy Analysis of Robusta Ground Coffee Using the SOAR and AHP Methods at UD. Rumah Kopi Banjarsengon

Abstract

Indonesia is one of the largest producers of robusta coffee with significant potential for the development of coffee-based micro, small, and medium enterprises (MSMEs). UD. Rumah Kopi Banjarsengon, as one of the coffee MSMEs in Jember Regency, faces challenges related to suboptimal promotional activities, limiting its market expansion. This study aims to formulate and determine an appropriate marketing strategy for robusta ground coffee to improve business competitiveness. The methods used were SOAR (Strengths, Opportunities, Aspirations, Results) and Analytical Hierarchy Process (AHP). The SOAR method was applied to identify internal strengths, external opportunities, business aspirations, and expected results in formulating alternative marketing strategies. Meanwhile, AHP was used to determine strategic priorities through systematic criteria weighting. Data were collected through observation, interviews, and questionnaires. The results showed that UD. Rumah Kopi Banjarsengon has strengths in consistent robusta coffee quality, availability of local raw materials, recognized brand image, and experienced labor. The main opportunities include increasing coffee consumption trends, digital marketing development, government support for MSMEs, and collaboration opportunities with business partners. Based on the AHP analysis, promotion was identified as the highest-weighted criterion; therefore, the recommended priority strategy is optimizing digital promotion through social media. This strategy is expected to increase product visibility, expand market share, and enhance the competitiveness of UD. Rumah Kopi Banjarsengon.