BAn Analysis of The Marketing Mix for Powdered Coffee Products in Lapandewa Jaya Village, Lapandewa Subdistrict, South Buton Regency

Abstrak

This study aims to analyze the marketing system and the implementation of the marketing mix for ground coffee products in Lapandewa Jaya Village, Lapandewa District, South Buton Regency, Indonesia. A descriptive qualitative approach was employed, with data collected through observation, interviews, and documentation. The informants consisted of ground coffee producers and consumers involved in the marketing and consumption of the products. The findings indicate that the marketing system remains relatively simple and locally oriented, with distribution conducted primarily through direct sales to consumers, traditional markets, and word-of-mouth promotion. Regarding the marketing mix, the product aspect generally meets consumer preferences, particularly in terms of taste and aroma. However, packaging and labeling remain limited, reducing product identity and competitiveness. Promotional activities are also not yet implemented in an integrated and structured manner, resulting in limited market reach and product recognition. The findings suggest that developing the local ground coffee business requires improvements in packaging and labeling, strengthened promotional strategies, and diversification of marketing channels. Strengthening these marketing-mix elements is expected to enhance product competitiveness, expand market access, and support the sustainability of community-based ground coffee businesses in rural areas.

Kata kunci

• Lapandewa Jaya
• Pemasaran
• UMKM
• bauran pemasaran
• kopi bubuk