MENGUATKAN BRAND KOPI PETANI DI ERA DIGITAL MEMASUKI REVOLUSI INDUSTRI 4.0
FILLARDHI, BIMMAR KURNIA
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Coffee is one of a commodity that played the important for Indonesian economy sector. Many studies about coffee said that the coffee production in Indonesia is ranked third in the world after Brazil and Vietnam with the volume of coffee exports reaching 10,620,000 bags of 748 tons or 6.6% of total production in the world. The number of smallholder plantations reached 96% of the total coffee area in Indonesia, it is describes that the condition is dominated by small farmers. However, the consumption of coffee in Indonesia is getting up from year to year, because coffee has become a culture or lifestyle of local communities in Indonesia. It is certainly would be influential to improve the welfare of coffee farmers through the strengthening of branding coffee. Facing the industrial revolution era 4.0, the coffee farmers face a lot of challenges, especially in coffee marketing. Strengthening the coffee marketing is very important for farmers to improve their bargaining position and welfare. The strengthening of brand coffee brands in this digital era will be a solution in realizing independent and competitive coffee farmers. The purpose of this paper is, 1) illustrates the importance of coffee for farmers, 2) describes the importance of coffee brands for coffee farmers, and 3.) describes how the strategy of strengthening coffee farmer brands in the digital era entered the 4.0 industrial revolution. This paper is a compilation of literature studies from various articles, journals, books, and e-books related to studies ranging from 2000-2018 according to the study. The results of this paper illustrate the importance of coffee for farmers, illustrate the importance of coffee branding of farmers, and illustrate the strategy of strengthening the coffee brands in the digital era entering the 4.0 industrial revolution.