Increasing Livelihood of Geopark Island Community through Cofffee as Geoproduct
Ayu Krishna Yuliawati, Rofi Rofaida, Budhi G.Pamungkas
Universitas Pendidikan Indonesia
Abstract
Belitung island is known as the place with hundreds of coffee shop/café and the people have the culture of coffee in their daily lives. The Belitung geopark was established in 2018 as national geopark has community that developed geoproduct, where coffee is one of their geoproduct. The study examines the marketing of coffee as the geoproduct of Belitung island geopark and how coffee play a role in the community-s livelihood. The study method is qualitative study, where primary and secondary data were collected through desk study, field study, observation and interview. Content analysis and descriptive analysis were conducted in the study. The result is found that coffee as a geoproduct of Belitung Island in terms of marketing have value, distribution of the product is still limited and coffee plays an important role the community, where SMEs are the main producer and marketer for coffee. The problems related with marketing coffee is in its product development and branding strategy, also the value chain needs to be upgraded. This study provides a baseline for future development of geoproduct in the island geopark of Belitung.
Keywords: Geoproduct, Coffee, Geopark, Small Island, Belitung
Topic: Marketing Management