Perancangan Communal Branding UMKM Kopi Desa Wisata Kemiri Jember

Putri, Birgitta Maharani Sena (2025) Perancangan Communal Branding UMKM Kopi Desa Wisata Kemiri Jember. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pemerintah Kabupaten Jember mendeklarasikan Jember sebagai ”Pusat Kopi Robusta terbaik di Indonesia” pada tahun 2021. Salah satu desa di Jember yang membudidayakan kopi robusta adalah Desa Wisata Kemiri. Masyarakat di Desa Kemiri, khususnya di Dusun Danci, sebagian besar bekerja sebagai petani kopi. Dusun Danci merupakan dusun penghasil kopi robusta, arabika, dan liberika. Petani kopi di Dusun Danci tergabung dalam “Kelompok Tani Sejahtera Bersama”. Pada mulanya, petani kopi Danci hanya menjual kopi dalam bentuk oce atau gelondongan kepada tengkulak. Namun, pada tahun 2019, Kelompok Tani Sejahtera Bersama mendirikan sebuah communal brand kopi bubuk yang dinamai Kopi Danci. Meski sudah memiliki produk sendiri, sebagian besar petani masih bergantung kepada tengkulak karena merasa belum menikmati hasil penjualan kopi bubuk. Namun, kurangnya kesadaran merek dari Kopi Danci menyebabkan terjadinya penurunan jumlah kehadiran anggota kelompok tani. Oleh karena itu, diperlukan strategi communal branding yang sesuai dengan karakteristik Desa Wisata Kemiri agar Kopi Danci dapat lebih dikenal lebih luas dan menjadi sarana pendukung kesejahteraan petani kopi di Dusun Danci. Metode yang digunakan pada perancangan ini adalah observasi, studi literatur, studi eksisting, kuesioner, depth interview, eksperimental, dan user testing. Hasil perancangan berupa pengelompokan brand touchpoint, yaitu media pre-purchase, media purchase, dan media post-purchase.
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The Government of Jember declared Jember as the “Center of Best Robusta Coffee in Indonesia” in 2021. One of the villages in Jember that cultivates robusta coffee is Kemiri Tourism Village. In Kemiri Village, especially in Danci Hamlet, people mostly work as coffee farmers. Danci Hamlet is a robusta, arabica, and liberica-producing hamlet. Coffee farmers in Danci are members of the “Sejahtera Bersama Farmer Group”. At first, Danci coffee farmers only sold coffee in the form of oce to middlemen. However, in 2019, the group established a communal brand of ground coffee called Kopi Danci. Despite having their own product, most farmers still depend on middlemen because they feel that they haven't enjoyed the results of selling ground coffee. But, the lack of brand awareness of Kopi Danci has lead to a decrease in the number of member’s attendace. Therefore, a communal branding strategy that aligns with the characteristics of Kemiri Tourism Village is needed so that Kopi Danci can be widely recognized and served as a supporting tool for the welfare of coffee farmers in Danci Hamlet. The Methods Used Are Observation, Literature And Existing Study, Questionnaire, Depth Interview, Experimental, And User Testing. The results are in the form of brand touchpoint, namely pre-purchase, purchase, and post-purchase media.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi, Communal Branding, Pengembangan UMKM, Kopi, Desa Wisata, Kemiri, Strategy, Communal Branding, Development of MSME, Coffee, Tourism Village, Kemiri
Subjects:	N Fine Arts > NC Drawing Design Illustration
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Birgitta Maharani Sena Putri
Date Deposited:	05 Aug 2025 05:05
Last Modified:	05 Aug 2025 05:05
URI:	http://repository.its.ac.id/id/eprint/127335

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