Strategies of Coffee Farmer’s Adaptation in Facing Commercial System

Abstract

This study examined strategy of coffee farmer’s adaptation in facing commercial system in Jember Regency. Adaptation strategies are imlpemented by coffee farmer for cutting the marketing channel that has been dominated by the mediator. The research design used descriptive of case study type. Data collection technique used observation, interview, and documentation. The technique of data analysis used an interactive model. The research result showed that there are five adaptation strategies carried out by coffee farmers in Jember Regency, namely the adaptation strategy of farmer resource development, adaptation strategies of online marketing, adaptation strategies of businesses independently, adaptation strategies of developing cooperation and partnership networks, and adaptation strategy of farmer institutional strengthening.