MARKETING MODEL OF KINTAMANI ARABIC COFFEE BALI THROUGH THE SUPPLY CHAIN AND THE MARKETING MIX
I Gusti Bagus Udayana, Anak Agung Ngurah Mayun Wirajaya,M.M

Warmadewa University

Abstract

Arabica coffee in Bali is known to have a different taste from coffee in other regions. This research is about the marketing model of Kintamani Bali Arabica coffee through the supply chain and marketing mix. The purpose of this research is to obtain a marketing strategy for Arabica coffee with optimal supply chain and high added value. The research methods used in this research include descriptive, analytic and comparative methods. The research results show that the supply chain strategy of the Kintamani Arabica coffee agroindustry is maintaining relationships with suppliers is a priority strategy with a value of 0.147, preparing SOPs, problem solving methods are the second priority strategy with a priority value of 0.124, and the formation of a problem solving team is the third priority strategy with priority values. 0.076.

Keywords: Marketing Model, Supply Chain, Value Added, Kintamani Arabica Coffee

Topic: Menggali Potensi Lokasi Sebagai Keunggulan Daya Saing Masyarakat