ANALISIS KUALITAS DAN SISTEM PEMASARAN HASIL OLAHAN INDUSTRI KOPI KALOSI

Abstract

The purpose of this research is to know the quality of kalosi coffee, marketing system, problems and efforts to
improve the quality and marketing system of kalosi coffee. Benefit of this research as guidelines of evaluation and
improvement of quality and marketing system of kalosi coffee.The location of this research is in Enrekang, Parepare and
Makassar. This type of research is quantitative and qualitative descriptive. Data collection techniques are quality trials,
interviews and observations. The method of analysis is quantitative and qualitative descriptive analysis. The results
show that the best aroma, taste and quality coffee is Toraja arabica excellent coffee followed by special arabica coffee,
Mantap blend special coffee, robusta special coffee and lowest is kapal api coffee. The three types of kalosi coffee,
special arabica coffee is good, mantap blend special coffee is good and special robusta coffee is quite good. The
marketing system shows that the selling price of Arabica special coffee is very cheap, mantap special blend coffee cheap
and robusta coffee is correct (not cheap and not expensive). Promotions made only personal selling, direct distribution
only to consumers who come to buy at production sites and indirect distribution only through some café. The problems
that occur special arabica coffee quality is still lower than expectation, the price of Arabica coffee coffee is very cheap
and mantap special blend is cheap, the promotion is still very less and the distribution is still very less. Efforts that need
to be done are improvements of production process, increase the special arabica coffee prices and mantap blend special
coffee, promotions through advertising and distribution through stores, supermarkets and hold agents.