MARKETING STRATEGY OF INDONESIAN LOCAL COFFEE IN THE INTERNATIONAL MARKET: EMPIRICAL ANALYSIS AND STRATEGIC GUIDANCE

Abstract

One of Indonesia's main export commodities is coffee. Coffee has a significant economic impact, especially in
terms of job creation in plantations, processing, and distribution. Indonesia is one of the world's largest coffee
producers, especially Arabica and Robusta coffee. Although the quality of Indonesian coffee is recognized
internationally, it still struggles to expand its market share. The global coffee market is increasingly
competitive, and many other coffee-producing countries are seeking to expand their market share. The purpose
of this study is to investigate and analyze various marketing strategies that can improve the competitiveness of
Indonesian coffee in the international market. This study aims to identify elements that influence the
competitiveness of Indonesian coffee, develop effective marketing strategies, and analyze the problems faced
by Indonesian coffee industry players when marketing coffee abroad. In addition, this study aims to offer
solutions to these problems and strengthen the position of Indonesian coffee in the global market. As coffee
consumption increases worldwide, especially in developed countries, there is a significant opportunity for
Indonesian coffee to expand its market share. The parameters in the linear regression model are estimated
using Ordinary Last Squares (OLS) analysis. However, this data was collected from 2012 to 2023 and uses
annual data for the three countries with the highest export values.