Electronic Theses and Dissertation

Kopi merupakan salah satu komoditas perkebunan strategis yang memiliki peran penting dalam perekonomian Indonesia, khususnya di Kabupaten Aceh Tengah yang dikenal sebagai salah satu sentra produksi Kopi Gayo. Kecamatan Ketol memiliki potensi yang besar dalam pengembangan kopi agroforestri karena sebagian besar areal kopi dikelola melalui skema Hutan Kemasyarakatan (HKm) oleh Kelompok Tani Hutan (KTH) Maju Jaya, Maju Harapan Jaya, dan Mumuger. Meskipun demikian, pemasaran kopi agroforestri masih menghadapi berbagai kendala, antara lain petani umumnya menjual kopi dalam bentuk gelondong merah (cherry), keterbatasan teknologi pascapanen, rendahnya akses permodalan, terbatasnya jaringan pemasaran, serta tingginya ketergantungan terhadap pedagang pengepul. Di sisi lain, meningkatnya permintaan pasar terhadap kopi berkelanjutan, perkembangan teknologi digital, serta dukungan program perhutanan sosial memberikan peluang bagi pengembangan pemasaran kopi agroforestri.
Oleh karena itu, diperlukan strategi pengembangan pemasaran yang mampu memanfaatkan potensi internal dan peluang eksternal secara optimal. Penelitian ini bertujuan untuk menganalisis faktor-faktor internal dan eksternal yang memengaruhi pengembangan pemasaran kopi agroforestri, menentukan posisi dan alternatif strategi pengembangan pemasaran, serta menetapkan strategi prioritas yang tepat bagi Kelompok Tani Hutan Kemasyarakatan (HKm) di Kecamatan Ketol, Kabupaten Aceh Tengah.
Penelitian dilaksanakan di Kecamatan Ketol, Kabupaten Aceh Tengah pada tiga Kelompok Tani Hutan (KTH), yaitu KTH Maju Jaya, KTH Maju Harapan Jaya, dan KTH Mumuger. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif dan kuantitatif secara berurutan. Penentuan informan dilakukan menggunakan teknik purposive sampling dan snowball sampling, sehingga diperoleh sebanyak 25 informan yang terdiri atas ketua KTH, anggota KTH, pedagang pengepul, pihak Kesatuan Pengelolaan Hutan (KPH) Wilayah II Aceh, dan PT Indo Cafco sebagai mitra industri. Data dikumpulkan melalui observasi, wawancara mendalam, dokumentasi, dan penyebaran kuesioner. Analisis data dilakukan secara bertahap menggunakan Matriks Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strengths, Weaknesses, Opportunities, Threats (SWOT), serta Quantitative Strategic Planning Matrix (QSPM).
Hasil penelitian menunjukkan bahwa nilai Matriks IFE sebesar 3,46, yang mengindikasikan bahwa kondisi internal kelompok tani berada pada kategori kuat. Sementara itu, nilai Matriks EFE sebesar 3,25, yang menunjukkan bahwa kelompok tani memiliki kemampuan yang baik dalam memanfaatkan peluang dan menghadapi ancaman eksternal. Berdasarkan hasil Matriks IE, posisi kelompok tani berada pada Sel I (Grow and Build), sehingga strategi yang direkomendasikan adalah strategi pertumbuhan dan pengembangan melalui peningkatan kualitas pemasaran, penguatan kelembagaan, serta perluasan akses pasar. Berdasarkan analisis SWOT diperoleh sepuluh alternatif strategi pengembangan pemasaran kopi agroforestri yang kemudian diprioritaskan menggunakan Matriks Quantitative Strategic Planning Matrix (QSPM).
Hasil analisis menunjukkan bahwa strategi dengan nilai Total Attractiveness Score (TAS) tertinggi adalah meningkatkan pemasaran kopi agroforestri dengan menonjolkan kualitas kopi dan sistem agroforestri yang berkelanjutan untuk memenuhi permintaan pasar yang terus meningkat, dengan nilai TAS sebesar 6,1081. Strategi tersebut diprioritaskan karena mampu memanfaatkan kekuatan utama yang dimiliki kelompok tani berupa kualitas kopi agroforestri serta tingginya peluang pasar terhadap produk kopi yang dihasilkan secara berkelanjutan. Penerapan strategi ini diharapkan dapat meningkatkan daya saing kopi agroforestri, memperluas akses pasar, memperkuat posisi tawar petani, serta mendorong peningkatan pendapatan dan keberlanjutan usaha Kelompok Tani Hutan Kemasyarakatan (HKm) di Kecamatan Ketol, Kabupaten Aceh Tengah.

Coffee is one of Indonesia's strategic plantation commodities and plays an important role in the national economy, particularly in Central Aceh Regency, which is widely recognized as one of the main production centers of Gayo coffee. Ketol District has considerable potential for agroforestry coffee development, as most coffee plantations are managed under the Community Forest (HKm) scheme by the Community Forest Farmer Groups (KTH) Maju Jaya, Maju Harapan Jaya, and Mumuger. However, the marketing of agroforestry coffee continues to face several challenges, including farmers' tendency to sell coffee in the form of red cherries, limited post-harvest technology, inadequate access to capital, restricted marketing networks, and heavy dependence on local collectors. On the other hand, the growing market demand for sustainably produced coffee, advances in digital technology, and government support through social forestry programs provide significant opportunities for improving agroforestry coffee marketing. Therefore, an effective marketing development strategy is required to optimize internal strengths and external opportunities. This study aims to analyze the internal and external factors influencing the marketing development of agroforestry coffee, determine the strategic position and alternative marketing development strategies, and identify the most appropriate priority strategy for the Community Forest Farmer Groups (HKm) in Ketol District, Central Aceh Regency. This research was conducted in Ketol District, Central Aceh Regency, involving three Community Forest Farmer Groups (KTH): Maju Jaya, Maju Harapan Jaya, and Mumuger. A case study method with sequential qualitative and quantitative approaches was employed. Informants were selected using purposive sampling and snowball sampling techniques, resulting in 25 informants consisting of KTH leaders, KTH members, coffee collectors, representatives of the Forest Management Unit (KPH) Region II Aceh, and PT Indo Cafco as the industrial partner. Data were collected through observation, in-depth interviews, documentation, and questionnaires. Data analysis was carried out using the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal-External (IE) Matrix, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and the Quantitative Strategic Planning Matrix (QSPM). The findings indicate that the IFE Matrix score is 3.46, suggesting that the internal condition of the farmer groups is strong. Meanwhile, the EFE Matrix score is 3.25, indicating that the farmer groups have a strong capability to capitalize on external opportunities while addressing potential threats. Based on the IE Matrix analysis, the farmer groups are positioned in Cell I (Grow and Build), indicating that growth and development strategies should be prioritized through improving marketing quality, strengthening institutional capacity, and expanding market access. The SWOT analysis generated ten alternative marketing development strategies for agroforestry coffee, which were subsequently prioritized using the Quantitative Strategic Planning Matrix (QSPM). The results reveal that the strategy with the highest Total Attractiveness Score (TAS) of 6.1081 is to enhance the marketing of agroforestry coffee by emphasizing its superior quality and sustainable agroforestry production system to meet the continuously growing market demand. This strategy is considered the highest priority because it effectively leverages the farmer groups' primary strength—the high quality of their agroforestry coffee—while taking advantage of the increasing market demand for sustainably produced coffee. The implementation of this strategy is expected to enhance the competitiveness of agroforestry coffee, expand market access, strengthen farmers' bargaining position, and promote higher incomes and the long-term sustainability of the Community Forest (HKm) farmer groups in Ketol District, Central Aceh Regency.