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Paper ID: 201

Robusta Coffee Development Policy: Efforts to Strengthen the Brand Image of Regional Superior Products

D Purwanto1,2*, Widiyanto1, H Saptaningtyas1, I Khomah3 and H Ihsaniyati3

1Center for Farmer Protection and Empowerment Studies, Universitas Sebelas Maret, Indonesia

2Faculty of Teacher Training and Education, Universitas Sebelas Maret, Indonesia

3Faculty of Agriculture, Universitas Sebelas Maret, Indonesia


The development of sustainable agriculture demands the active participation of all parties. Coffee is a superior product of the Temanggung Regency area. Coffee products in this area are dominated by robusta coffee which has a unique taste and is indicated geographically. Policies are the impetus for coffee development; however, studies on robusta coffee development policies in this area have not been widely found. The purpose of the study was to identify and find the facts about the implementation of the robusta Temanggung coffee development policy. This research was conducted with a constructivist paradigm with a qualitative approach and case study techniques. Data were taken with in-depth interview techniques, observation, focus group discussion, literature review, expert discussion, peer group discussion, and document recording. Informants are as many as 20 people and are deliberately determined by specific criteria. The data were analyzed using qualitative interactive methods with the help of the NVIVO 12 Plus application. The results showed many variations in robusta coffee development policies and have not run optimally. In addition, the results showed new facts about policies for developing superior regional products.

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