Abstract— UUP Kopi SER experience difficulties to implemented government policy about marketing process Kopi SER product to customer. A low rank of financial capital, an unoptimalize production tools usage and incapable to fulfill customer needs become a dominant inhibitors factors in marketing process of Kopi SER products. These are indicates that UUP Kopi Ser has serious problems, even lead to a crisis so it’s needed some action to recover their business continuity.
Aim for this research is to make a marketing function model in business process of Kopi SER in Badung Regency, Bali Province. Methodology used in this research are to used UUP performance analysis, continued with stakeholders analysis, obstacles, needs/requirement, and the program objectives of UUP Kopi Ser marketing development using Interpretive Structural Modelling (ISM), as a foothold to produce marketing function model in Kopi SER business process.
The research result is UUP Kopi SER performance overall is still not optimal, so needs to be improved performances. Department of Agriculture, low rank of capital financial, a clear memorandum of understanding (MoU) about price, quantity, quality and continuity, an improved of instructor capability in marketing function, and an improved marketing function in order to promote the brand image are the dominant sub-element that can influence UUP Kopi SER continuity and tenacity. Institutionally, UUP Kopi SER role should get support and strong protection from the local government, especially from Department of Agriculture, Department of Industry and Commerce and also Financial Institution as drivers. UUP Kopi SER marketing model function in business process revealed that company marketing, marketing strategy, product manajemen, product marketing and field marketing are still to developed even more.
Keywords— UUP Kopi SER, marketing function model, Interpretive Structural Modelling (ISM).
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