VOlUME 05 ISSUE 04 APRIL 2022
1Mohammad Irsyad Yusuf, 2Fadillah Putra, 3Luchman Hakim
1,2,3Posgraduate Program of Universitas Brawijaya Malang, Veteran Street , Ketawanggede, Lowokwaru, Malang City, East Java, 65145
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ABSTRACT
The concept of commercialization is a strategic step in introducing Kapiten coffee products to be the flagship of Pasuruan Regency and brands with measurable coffee quality. This commercialization involves three important actors; government, academics and entrepreneurs (triple helix) so that the captain's coffee succeeded in bringing Pasuruan Regency as an area as the best coffee-producing area. This study uses a non-metric Multidimensional Scaling method with ranking data processing which is the respondent's assessment of the comparison of Kopi Kapiten with other coffee brands. In addition, this study also uses the Critical Path Method which is used to measure the duration of the work. The results of this study indicate that Kapiten coffee is superior in terms of taste, soft texture to attractive packaging, which is an important strategy to introduce Kapiten coffee products into the free market; both domestically and internationally. As for the captain's coffee, it takes 51 days to be widely marketed, starting from; physical analysis of coffee beans, roasting coffee beans, grinding coffee, mixing, waste treatment, primary packaging, secondary packaging, product pricing, determining market prices, making marketing strategies and creating digital marketing media.
KEYWORDS:Kapiten coffee; agropolitan city; City branding; stakeholders; Commercialization
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