Branding Kopi Minang : Upaya Mengembangkan Ekonomi Kerakyatan
DOI:
https://doi.org/10.25077/joseta.v6i1.468Keywords:
branding, brand, kopiAbstract
Tren permintaan kopi yang semakin meningkat menjadi peluang bagi daerah-daerah penghasil kopi untuk membangun branding kopi mereka. Tujuan dari tulisan ini adalah untuk merumuskan skema membangun branding kopi Minang dalam rangka menumbuhkan ekonomi kerakyatan. Metode penelitian yang digunakan adalah literature review mengenai branding. Ulasan literatur menunjukkan bahwa dalam membangun branding kopi diperlukan skema atau rancangan yang dimulai dari survei persepsi konsumen terhadap kopi dan jenis kopi yang dikonsumsi. Dalam membangun brand kopi Minang, langkah awal yang perlu dilakukan adalah survei persepsi konsumen terhadap kopi dan jenis kopi yang dikonsumsi. Langkah selanjutnya adalah spesialisasi kopi sesuai persepsi konsumen, yang dapat dilakukan melalui Focus Group Discussion (FGD). Setelah itu, perlu dilakukan sosialisasi secara massif melalui promosi terhadap branding kopi Minang. Melalui pendekatan ini, branding kopi dapat dikembangkan sesuai dengan preferensi konsumen, sehingga meningkatkan nilai tambah kopi Minang di pasar. Strategi branding yang efektif tidak hanya akan meningkatkan daya saing kopi Minang tetapi juga memberikan dampak positif bagi perekonomian masyarakat setempat. Dengan demikian, pembangunan branding kopi Minang yang berbasis pada survei persepsi konsumen dan kegiatan promosi yang intensif dapat menjadi salah satu cara untuk mendukung pertumbuhan ekonomi kerakyatan di Sumatera Barat dan Indonesia secara umum. Penelitian ini memberikan panduan strategis yang diperlukan untuk membangun dan mengembangkan branding kopi yang efektif, serta menekankan pentingnya pemahaman mendalam tentang preferensi konsumen dalam proses tersebut.Â
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