Lestari, Maya Dwi (2023) Hilirisasi Kopi Robusta di Mitra Karya Tani (Ledug Coffee Indonesia), Desa Ledug, Kecamatan Prigen, Kabupaten Pasuruan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Ledug Coffee Indonesia is a trading business engaged in the production, processing, and education of coffee. The large number of similar robusta coffee business actors and the high demand for coffee, Ledug Coffee Indonesia still needs to innovate in diversifying processed coffee to increase added value and sales through a targeted marketing mix. The purpose of this research is to find out about the amount of added value of robusta coffee from green bean to roasted bean and from roasted bean to ground coffee, and to determine the effect of the marketing mix (7P) of robusta coffee business on consumer buying interest in Ledug Coffee Indonesia. The method in this research is the Hayami Method and the WarpPLS 7.0 analysis tool with 65 respondents. The results showed that the ratio of added value generated from processing green beans into roasted beans was 38%, which indicated that the value was categorized as moderate. The ratio of added value generated from processing roasted beans into ground coffee is 40% which indicates that the value is categorized as medium. The results of the analysis of the effect of the 7P marketing mix on consumer buying interest in robusta variant Ledug Coffee at Ledug Coffee Indonesia which has a positive and significant effect, namely the product variable (X1), price (X2), people (service) (X5), and process (X6). Key words: downstream, value added, marketing mix, consumer buying interest, coffee
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Maya Dwi Lestari | ||||||||||||
| Date Deposited: | 20 Sep 2023 04:41 | ||||||||||||
| Last Modified: | 20 Sep 2023 04:41 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17580 |
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