Media Wisata
Vol. 21 No. 1 (2023): Media Wisata

Development of Sanggabuana Coffee Product Innovation through Product Diversification: Case Study In Bumdes Buanamekar Business In Mekarbuana Village, Karawang

Neni Sumarni (Universitas Buana Perjuangan Karawang)
Suroso (Universitas Pasundan)
Enjang Suherman (Universitas Pasundan)

Article Info

Publish Date
30 Mar 2023

Abstract

This study aims to determine the application of a diversification strategy with the development of innovation in Sanggabuana coffee products. This study used in-depth interviews, observation, and documentation studies and analyzed using technical and source triangulation. The study results were obtained to apply a diversification strategy focused on concentric diversification by producing new product outputs based on the raw material of KoSa as a coffee flavouring in desserts with the types of Pudding Kopi and Bolu Kopi, scrubs, and air fresheners. Furthermore, Bumdes can maximize e-commerce marketing.

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Journal Info
Media Wisata
Website

Abbrev

MWS

Publisher

Sekolah Tinggi Pariwisata AMPTA

Subject

Humanities Economics, Econometrics & Finance Education Environmental Science Transportation Other

Description

Media Wisata (ISSN: 1693-5969) (EISSN: 2685-8436) published twice a year on May and November by Sekolah Tinggi Pariwisata AMPTA Yogyakarta, Indonesia. Media Wisata has been accredited by the Ministry of Technology Research and Higher Education of the Republic of Indonesia. The publication of this ...