Studi Kelayakan Dan Bauran Pemasaran Bisnis Kopi Di Kabupaten Oku
Keywords
Marketing Mix, Coffee Business, Feability StudyAbstract
The coffee agro-industry has quite a big opportunity for development, where the prospects and market opportunities for the ground coffee business have many enthusiasts. OKU Regency is the center for ground coffee MSMEs in South Sumatra. This research examines feability study and marketing mix for ground coffee businesses in OKU Regency. This research was carried out in Baturaja City of OKU Regency and carried out in March 2025. The research method used is the survey method and the sampling method uses the census method where all those registered as coffee businesses in OKU Regency are taken as samples. There are 30 coffee business actors registered with the OKU industry and trade service and all of them were taken as research samples. The results of the research show that the coffee business in Baturaja City of OKU Regency is feasible to operate with a feasibility level of the Net B/C value of 3.08 shows that the implementation of the coffee powder business which has been running for more than 5 years using an interest rate of 9.95% will provide a net profit of 3.08 double, which means that every investment made is equal to Rp.1 money will produce a profit of Rp.3.08, so that the ground coffee agro-industry activity is feasible to carry out. The coffee marketing mix in OKU Regency has been running well and follows the 4P principle in the marketing mix theory concept.
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