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"Penelitian ini dilakukan di awal tahun 2020 hingga pertengahan 2021 yang juga bertepatan pada masa pandemi Covid-19. Berkenaan denganisu kemiskinan dan proses pengembangan masyarakat yang bermata pencaharian sebagai petani kopi di Desa Mekarwangi. Sejak tahun 2000-an, masyarakat Desa Mekarwangi diperkenalkan kepada tanaman kopi yang cocok dan memiliki potensi besar untuk ditanam dan dikembangkan pada lingkungan mereka yang diperkenalkan oleh pemerintahan setempat pada saat itu. Hingga saat ini pertanian tersebut dapat tumbuh dan membudaya hingga kini. Penelitian ini mengungkap kondisi mereka yang memiliki pekerjaan utama sebagai petani kopi dan beberapa diantara mereka juga menanam sayuran. Daya saing pasar kopi di Indonesia juga semakin ketat saat ini, namun tidak berbanding lurus dengan kondisi kesejahteraan mereka. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif. Teknik pemilihan informan yang digunakan adalah purposive sampling dengan sasaran utama adalah petani dan pihak koperasi. Penelitian ini lakukan studi literatur, wawancara mendalam, dan observasi di Desa Mekarwangi sebagai teknik pengumpulan datanya. Untuk meningkatkan kualitas penelitian, dilakukan triangulasi kepada petani, kepala koperasi dan processor salah satu coffee shop. Hasil penelitian ini menguungkapkan komunitas petani kopi Desa Mekarwangi telah menerima beberapa upaya yang dilakukan oleh pemerintah dan juga organisasi non pemerintah untuk meningkatkan kesejahteraan mereka dengan industri kopinya. Setelah beberapa program berupaya mengintervensi komunitas tersebut, hasil yang didapatkan akan program tersebut kurang memuaskan komunitas petani kopi Desa Mekarwangi, sehingga terkadang mereka harus membantu satu dengan yang lainnya untuk dapat bertahan bersama menghadapi masalah yang mereka temukan.

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This research conducted in early 2020 to mid-2021 which also coincided with pandemic Covid-19. Linked with poverty issues and the process of developing people who make a living as coffee farmers in Mekarwangi Village. Since the 2000s, the people of Mekarwangi Village have been introduced to coffee plants that are suitable and have great potential to be planted and developed in their environment (Mekarwangi Village), which was introduced by the local government at that time. Until recently, the agriculture can grow and become a culture.This study using a qualitative descriptive research type. The informant selection technique used was purposive sampling with farmers and cooperatives as its targets. This study did literature studies, in-depth interviews, and observations in Mekarwangi Village as data collection techniques. To improve the quality of research, triangulation was carried out on farmers, heads of cooperatives and processors of one coffee shop. This study reveals the condition of those who have a main job as coffee farmers and some of them also grow vegetables. The competitiveness of the coffee market in Indonesia is also getting tighter nowadays, but it is not directly proportional to the condition of their welfare. The results of this study reveal that the coffee farming community of Mekarwangi Village has been given several efforts made by the government and also non-governmental organizations to improve their welfare with the coffee industry. After several programs attempted to intervene in the community, the results obtained from the program were not satisfactory for the coffee farming community of Mekarwangi Village. In results, sometimes they had to help each other to survive together in facing the problems they found."

"ABSTRAKKedai kopi kini bukan hanya sebatas tempat untuk menyediakan kopi dan dimana pengunjungnya tidak hanya sekedar untuk menikmati kopi, tapi café atau kedai kopi kini telah berubah wajah dengan menjadi rumah kedua para komunitas, budayawan, dan aktivis kampus. Teknik pengamatan dan wawancara digunakan untuk mendapatkan hasil yang deskriptif untuk menjelaskan sudut pandang konsumen mengenai kegiatan yang mereka lakukan, serta pandangan yang mereka miliki mengenai konsumen-konsumen lainnya. Data yang diperoleh kemudian diolah dengan menggunakan teori-teori dan konsep yang relevan untuk mendapatkan pemahaman mengenai pembagian ruang dalam suatu peristiwa di ruang publik. Dengan menerapkan pengetahuan budaya yang mereka miliki, konsumen kedai kopi semesta, dalam konteks tertentu menjadikan ruang yang terdapat di kedai kopi Semesta sebagai ragam ruang bagi kehidupan mereka.

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ABSTRAKCoffee shop is now not only a place to provide coffee and where visitors not only to enjoy the coffee, but the café or coffee shop has now turned face to become the second home of the community, cultural, and campus activists. Observation and interview techniques used to obtain descriptive results to explain the viewpoint of consumers about their activities, as well as the views they have about other consumers. The data obtained were then processed using the theories and concepts that are relevant to gain an understanding of the division of space in an event in a public space. By applying their knowledge of culture, consumer at Cafe ‗Semesta?, in a particular context to make space available in the Cafe ‗Semesta? as a wide space for their lives."

"Analisis SituasiStrength● Harga kopinya yang lebih murah jika dibandingkan dengan jenama kopi susu `kekinian` lainnya.● Rasa kopinya yang enak.Weakness● Pengelolaan media sosial yang kurang maksimal, padahal media sosial menjadi satu-satunya alat promosi Senyawa Kopi.● Minimnya interaksi yang terjadi dengan khalayak pada kanal media sosialnya.● Minimnya jangkauan khalayak Senyawa Kopi karena tokonya yang belum memiliki cabang.Opportunity● Tidak adanya penjual kopi susu `kekinian` lainnya dalam radius kurang lebih 4 hingga 5 kilometer.● Produksi kopi di Indonesia yang terus mengalami pertumbuhan.● Konsumsi masyarakat Indonesia terhadap kopi yang cukup tinggi.● Munculnya kebiasaan minum kopi yang baru, minum kopi susu `kekinian` di hampir berbagai kegiatan mereka sehari-hari.● Aplikasi super, Gojek, yang merubah pola pembelian masyarakat/Tren memesan makanan atau minuman melalui aplikasi.Threat● Banyaknya jenama kopi susu `kekinian` lainnya yang sudah lebih terkenal.Tujuan1. Meningkatkan keaktifan akun media sosial instagram Senyawa Kopi dalam melibatkan khalayak, khususnya pada konten-konten yang akan diunggah.2. Semakin interaktifnya akun media sosial instagram Senyawa Kopi kepada khalayaknya.3. Meningkatnya engagement pada instagram Senyawa Kopi, secara khusus pada bagian comment (comment rate), meningkat menjadi 10% dari jumlah followers. Serta rata-rata comment per post meningkat menjadi 20 komentar.Strategi1. Melakukan kegiatan pemasaran pada media sosial (social media marketing).2. Pemasaran pada media sosial yang berupa kampanye dan akan berfokus pada konten-konten yang interaktif untuk meningkatkan audience engagement.Target Khalayaka. Geographic● Daerah Tapos, Depok.● Kecamatan sekitar Tapos, seperti Cisalak, Cibubur, Cimanggis.b. Demografis● Laki-laki dan perempuan.● Usia 16 - 27 Tahun.● Pelajar, mahasiswa, dan first jobber.● Upper, upper-middle, dan middle class.c. Psikografis● Memiliki gaya hidup praktis, aktif, produktif, dan kolektif.● Pribadi yang sociable, memiliki stimulasi visual yang tinggi, fashionable, serta peka terhadap tren terbaru.PeriodeJuli - September 2020PengeluaranRp3.500.000,-Monitoring & EvaluasiMonitoringKegiatan monitoring atau pemantauan akan dilakukan selama program kampanye pemasaran media sosial Senyawa Kopi berjalan. Monitoring yang akan dilakukan akan memanfaatkan fitur pada media sosial instagram yaitu instagram insight. Pada instagram insight akan dilihatengagement rate, jumlah kunjungan, like, komentar, jumlah klik pada konten, dan jumlah yang melihat konten.Output:● Mencapai minimal 100.000 reach pada akhir periode kampanye.● Mencapai minimal 150.000 profile visit pada akhir periode kampanyeJumlah likes mencapai rata-rata 50% dari jumlah followers.● Jumlah likes mencapai rata-rata 50% dari jumlah followers.● Mencapai minimal 20 peserta pada konten remuneratif.● Rata-rata 20 komen per post.● Comment rate mencapai 10% dari jumlah followers.● Engagement rate meningkat menjadi 20% dari jumlah followers.Outcome:Semakin aktif dan interaktifnya akun media sosial instagram Senyawa Kopi sehingga terbangunnya engagement dengan khalayak yang mendorong penjualan.

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Situation Analysis

Strength

● The price of the coffee is cheaper compared to other milk coffee brands.

● Good taste of the coffee.

Weakness

● Management of social media is less than optimal, whereas social media is the only promotional tool for Senyawa Kopi.

● The lack of interaction that occurs with the audience on social media channels.

● The lack of consumer reach because of the store that does not have branches.

Opportunity

● The absence of other milk coffee sellers within a radius of approximately 4 to 5 kilometers.

● Coffee production in Indonesia continues to experience growth.

● Indonesian people's consumption of coffee is quite high.

● The emergence of a new habit of drinking coffee, drinking milk coffee in almost a variety of their daily activities.

● Super application, Gojek, which changes people`s buying patterns/Trends ordering food or drinks through the application.

Threat

● The number of other milk coffee brands that are already more famous.

Goals

1. Increase the activeness of Instagram social media accounts Senyawa Kopi in engaging the audience, especially on the content to be uploaded.

2. The more interactive social media accounts Instagram Senyawa Kopi to the audience.

3. Increased engagement on Instagram Senyawa Kopi, specifically in the comments section, increased to 10% of the total followers. And the average comments per post increased to 20 comments.

Strategy

1. Conduct marketing activities on social media (social media marketing).

2. Marketing on social media in the form of campaigns and will focus on interactive content to increase audience engagement.

Target Audience

a. Geografis

● Tapos area, Depok.

● Districts around Tapos, such as Cisalak, Cibubur, Cimanggis.

b. Demographic

● Male and female.

● Usia 16 - 27 Tahun.

● Students, college students, and first jobbers.

● Upper, upper-middle, and middle class.

c. Psychographic

● Having a practical, active, productive, and collective lifestyle.

● A sociable person who has high visual stimulation, fashionable, and sensitive to the latest trends.

Period

July - September 2020

Budget

Rp3.500.000,-

Evaluation & Monitoring

Monitoring

Monitoring activities or conversations will be conducted during the Senyawa Kopi social media marketing campaign program. Monitoring that will be done will use features on Instagram social media, namely Instagram insights. On Instagram insights will see the level of engagement, the number of visits, such as comments, the number of clicks on the content, and the number of views of the content.

Output:

● Reach a minimum of 100,000 reach at the end of the campaign period.

● Achieve a minimum of 150,000 profile visits at the end of the campaign periodThe number of likes reaches an average of 50% of the number of followers.

● Reach a minimum of 20 participants on remunerative content.

● An average of 20 comments per post.

● Comment rate reaches 10% of the total followers.

● The engagement rate increased to 20% of the total followers.

Outcome:

The more active and interactive social media accounts on Instagram Senyawa Kopi, so that engagement is built with the audience that drive sales."

"Bisnis kopi di Indonesia semakin berkembang sampai dengan saat ini kedai-kedai kopi kekinian semakin tumbuh dan dapat ditemukan dengan mudah pada berbagai kota, sehingga sebuah brand dituntut untuk mengembangkan strateginya pada berbagai media untuk mendekatkan diri kepada konsumen. Dalam melakukannya, tiap brand menggunakan strategi yang berbeda-beda, salah satunya adalah dengan penggunaan brand personality untuk mempertahankan posisi di benak konsumen. Berdasarkan survei sebelumnya, didapat lima brand Es Kopi Susu Kekinian yang paling sering dipesan, dan dipilih dua brand dengan peringkat tertinggi dengan jumlah pengikut tertinggi pada Instagram, yaitu Kopi Janji Jiwa dan Kedai Kopi Kulo. Melalui makalah non-seminar ini, akan dibahas bagaimana brand personality dari kedua brand tersebut untuk mendekatkan diri dengan konsumennya.Coffee shop businesses in Indonesia has developed to the point that we can find a coffee shop almost anywhere in any city. To compete with other coffee shops, a brand is required to develop their strategy at every aspect of the said business to get closer to their customers. In doing so, every brand used a different approach, one of them is by utilizing the brand personality to justify their position in customer`s mind. Using data from previous survey, there are five trending coffee shop brands that are most ordered by people, and we choose two top brands selected by the highest rank on the survey, and the highest amount of Instagram`s followers, which are Kopi Janji Jiwa and Kedai Kopi Kulo. Through this paper, we will discuss how both brands utilized each of their own brand personality to get closer to their customers."

"This study have been conducted in 2004 and taken place in East Java for five months from July throughout November 2004. Two locations were chosen as a sample for IPM-Farmer Field School namely Malang and Jombang districts. The objectives of research were: (a) to describe the adoption of IPM technology by farmers, (b) the economic visibility of farms and (c) the technical efficiency of farms between before and after IPM-FFS. This research used method of survey, primary data where collected from 80 farmers consisting of 40 IPM-Farmer Field School (alumni) and 40 non-alumni while secondary data were collected from the Office of Estate Crops, the Office of IPM Project, Central Agency of Statistics and Institutions of Research. The results showed that after IPM-FFS, the technology of integrated pest management have been applied by the most of farmers. The alumni (80%) and non-alumni (23%) have done the field observation regularly The alumni and non-alumni (32.5%) were able to distinguish some predators of pests and did not harm them. Most farmer have controlled pests with a method of preventive while the an-organic pesticide would be applied when the pests attack reached the economic threshold. The productivity of alumni after IPM-FFS increased 45.5 percent (from 1,128 to 1,641) and non-alumni increased 24.6 percent (from 872 to 1,087)kg/ha/year. Net income of alumni increased 40,7 percent (from Rp.3,7 to Rp 5,2) million/hectare/year. Through the application of IPM technology, the technical efficiencies of alumni increased 31,7 percent (from 0.63 to 0.81) and non-alumni increased 4,8 percent (from 0,63 to 0,66)."

"Tesis ini membahas kesenangan dalam mengkonsumsi pada pelanggan kedai kopi Tak Kie dan Bakoel Koffie. Penelitian ini bertujuan menunjukkan bagaimana konsumen kedai kopi Tak Kie dan Bakoel Koffie mendapatkan kesenangan ketika mengkonsumsi kopi di kedai tersebut pada saat waktu luang. Penelitian ini adalah penelitian kualitatif dengan menggunakan pendekatan etnografis. Hasil penelitian menunjukkan bahwa warung kopi dapat menjadi gambaran gaya hidup masyarakat kota urban seperti Jakarta. Kesenangan mengkonsumsi di warung kopi menjadi gaya hidup walaupun diperoleh dengan cara yang alamiah ataupun direkayasa.

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This thesis draws the pleasure of consumption of the consumers at two coffee shops; Tak Kie and Bakoel Koffie. The objective of this thesis is to show how the consumers of Tak Kie and Bakoel Koffie experience pleasure when consuming coffee at both coffee shops during leisure time. It is a qualitative research that uses the ethnography approach. The results show that coffee shops illustrate urban lifestyle like in Jakarta. The pleasure of consumption in coffee shops is then a lifestyle in the urban life, either taken naturally or man-made."