Kontribusi Pemasaran Komoditas Kopi terhadap Perekonomian di Desa Gunung Sari

Abstract

This study explores the impact of coffee marketing on the economic wellbeing of farmers in Gunung Sari Village, Ulubelu Subdistrict, Tanggamus Regency, using a qualitative descriptive method. Data collection involved open-ended questionnaires, comprehensive interviews with farmers, and firsthand observations in the field. The research reveals the real struggles faced by farmers coping with ongoing fluctuations in coffee prices. Many farmers feel their earnings are insufficient due to frequent price changes and their strong reliance on middlemen who serve as the main intermediaries in the coffee marketing chain. Additionally, limited access to market price information weakens the farmers’ bargaining power, making it difficult for them to secure fair prices. Findings indicate that coffee marketing has not yet achieved its full potential to enhance farmers’ income. Key barriers such as price volatility, middlemen dominance, and limited information access need urgent resolution. The study suggests that local authorities, market participants, and farmer groups should actively work together to improve access to pricing information and promote transparency in marketing processes. These efforts are expected to help farmers increase their income and welfare, thereby positively contributing to the village’s economic development