Marketing Strategies for Rarak Ronges Coffee in Brang Rea District, West Sumbawa, Indonesia
DOI:
10.29303/josdas.v6i1.1500Published:
2026-06-30Downloads
Abstract
This study aims to describe the current marketing conditions of Rarak Ronges coffee, Brang Rea Subdistrict, West Sumbawa, Indonesia, and then develop marketing strategies for the coffee. The study was conducted using a descriptive-analytical approach through surveys of farmers, coffee business actors, and consumers, as well as an analysis of the marketing mix (4Ps) covering product, price, promotion, and distribution. The results show that the marketing of Rarak Ronges Coffee is still dominated by coffee beans and ground coffee without clear quality standardisation and differentiation, prices do not fully reflect product quality, promotion is still limited to direct sales, and distribution tends to focus on the local market. Based on these findings, the recommended marketing strategies include strengthening product quality and standardisation, differentiating quality and branded packaging, implementing quality-based pricing and market segmentation strategies, strengthening branding and digital promotion, and expanding distribution channels to the retail, tourism, and marketplace sectors. The implementation of these strategies is expected to transform Rarak Ronges Coffee from a local commodity into high-value regional coffee products that are competitive at both the regional and international levels.
Keywords:
Robusta coffee Marketing strategy Marketing mix Local coffee Added valueReferences
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