An Analysis of Marketing Efficiency and Value Added Commodity of Robusta Coffee in Aceh Jaya Regency


Authors : Oky Friska; Anwar Deli, Romano

Volume/Issue : Volume 7 - 2022, Issue 3 - March

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3KA5o8h

DOI : https://doi.org/10.5281/zenodo.6452101

Coffee processing in Aceh Jaya Regency is still limited to processing roasted coffee and coffee grounds are said to be modern and the marketing system for coffee products is still simple. Processing entrepreneurs and market opportunities are still around the business area with a limited number according to consumer demand. Pricing is still influenced by agents and wholesalers because farmers have to sell their products in bulk due to access to capital needed by farmers. This study aims to calculate the marketing efficiency of robusta coffee and calculate the added value obtained from the perpetrators of the Robusta coffee commodity in Aceh Jaya Regency. The research used survey method in conducting data, the population of this study is robusta coffee farmers. The results of the research for marketing efficiency, marketing channel II is more efficient when compared to marketing channel II. This is because in the marketing channel I, there are two institutions involved before it reaches the final consumer. As for the added value, the roasting coffee processing process gets a moderate added value, and the coffee powder processing process has less added value.

Keywords : Efficiency, Marketing, Added Value, Robusta Coffee.

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