Marketing Channel Efficiency of Robusta Coffee in Argopuro Mountain Area, Jember Regency

Abstract

Jember Regency is one of the districts in the Argopuro mountain region which has a relatively intensive land use for coffee plants with an area of 7,329 hectares. Robusta is one of the most cultivated coffee in Argopuro. The important step in development the people's coffee plantation is to determine the marketing channel efficacy. Efficient marketing can provide the maximum benefit to the farmers. Indicators that can explain the efficacy of marketing channels is by margin calculation, the allocate of distribution, and the farmer's margin. This study purposed to identify marketing channels, the factor of choice on channel marketing and calculate the marketing efficiency of Robusta coffee in Argopuro mountain, especially in Bangsalsari subdistrict, Jember. The results showed that land area, farming experience, income, total production, contract farming, and land tenure affecting the choice of channel marketing opportunities of Robusta coffee. There were two marketing channels, namely marketing channels 1 (farmers - brokers - exporters - consumers) and marketing channels 2 (farmers - brokers - wholesalers – consumers). The marketing margin of marketing channel 1 is IDR 10,000, while the marketing channel 2 is IDR 3,500. The marketing channel 2 is more efficient than marketing channel 1.