Peningkatan Optimalisasi Pendapatan BUMDESMA Giri Arjuna Melalui Marketing Mix Strategi dan Peningkatan Kualitas Produk Kopi

Abstract

Badan Usaha Milik Desa Bersama (BUMDESMA) Giri Arjuna di Kota Batu memiliki upaya dalam mengembangkan bisnis kopi melalui penerapan strategi marketing mix dan peningkatan kualitas produk. Permasalahan yang muncul berkaitan dengan aspek produksi, pemasaran serta managemen organisasi bisnis. Upaya menghadapi persaingan yang semakin ketat di industri kopi, BUMDESMA Giri Arjuna perlu meningkatkan daya saingnya dengan memfokuskan pada empat elemen marketing mix: produk, harga, distribusi, dan promosi, serta melakukan inovasi terhadap kualitas produk kopi yang dihasilkan. Pelaksanaan kegiatan ini dilakukan melalui pendekatan partisipatif dengan melibatkan pengurus BUMDESMA dan masyarakat setempat. Hasil kegiatan menunjukkan bahwa penerapan strategi marketing mix yang tepat, seperti diversifikasi produk kopi, penentuan harga yang kompetitif, perluasan jaringan distribusi, dan promosi yang lebih agresif melalui platform digital, berhasil meningkatkan penjualan dan brand awareness produk kopi lokal. Selain itu, peningkatan kualitas produk melalui perbaikan proses produksi dan teknologi pengolahan kopi telah meningkatkan nilai jual produk di pasar. Secara keseluruhan, kegiatan optimalisasi ini berhasil meningkatkan pendapatan BUMDESMA Giri Arjuna secara signifikan, serta memberikan dampak positif terhadap perekonomian desa dan kesejahteraan masyarakat..

Kata kunci—BUMDESMA, Marketing Mix, Peningkatan Kualitas

Abstract

Analyzes the endeavor of the Giri Arjuna Joint Village-Owned Enterprise (BUMDESMA) in Batu City to develop a coffee business through the application of marketing mix strategies and product quality improvement. The problems that arise are related to aspects of production, marketing and business organization management. In order to face increasing competition in the coffee industry, BUMDESMA Giri Arjuno needs to improve its competitiveness by focusing on four marketing mix elements: product, price, distribution, and promotion, as well as innovating the quality of coffee products produced. The implementation of this activity was conducted through a participatory approach involving the BUMDESMA management and the local community. The results showed that the implementation of appropriate marketing mix strategies, such as diversification of coffee products, competitive pricing, expansion of distribution networks, and more aggressive promotion through digital platforms, succeeded in increasing sales and brand awareness of local coffee products. In addition, improving product quality through improvements in production processes and coffee processing technology has increased the selling value of products in the market. Overall, this optimization activity has significantly increased the revenue of BUMDESMA Giri Arjuno, and had a positive impact on the village economy and community welfare.

Keywords—BUMDESMA, Marketing Mix, QualityImprovement