Strategi Pengembangan Usaha Pengolahan Kopi Di Gurilang Kopi Pemalang Jawa Tengah (Analisis Business Model Canvas)

Abstract

Industri kopi specialty di Indonesia semakin kompetitif, sehingga pelaku usaha perlu mengembangkan model bisnis yang inovatif. Penelitian ini bertujuan menganalisis model bisnis Gurilang Kopi, dan merumuskan strategi pengembangan menggunakan pendekatan Business Model Canvas (BMC). Data diperoleh melalui wawancara, observasi, dan studi dokumentasi, yang dianalisis secara deskriptif kualitatif dengan pendekatan BMC dan analisis SWOT. Hasil penelitian menunjukkan bahwa Gurilang Kopi menawarkan kopi premium dengan cita rasa pisang yang khas dan komitmen berkelanjutan. Namun, tantangan seperti kurangnya promosi digital dan identitas merek yang kurang dikenal masih menghambat pertumbuhan usaha. Model bisnis baru difokuskan pada penguatan hubungan pelanggan melalui layanan personal, co-branding dengan mitra, edukasi pelanggan, serta storytelling berbasis digital melalui media sosial dan website. Strategi ini juga menargetkan segmen B2B, seperti hotel, restoran, kafe, distributor, dan toko ritel premium, sambil memperluas saluran distribusi melalui festival kopi dan pelatihan. Dengan kolaborasi strategis bersama petani lokal, distributor, dan institusi penelitian, Gurilang Kopi diharapkan dapat memperkuat citra premium, meningkatkan daya saing, dan mendukung keberlanjutan di industri kopi specialty.

The specialty coffee industry in Indonesia is becoming increasingly competitive, requiring businesses to develop innovative business models. This study aims to analyze the business model of Gurilang Kopi and formulate development strategies using the Business Model Canvas (BMC) approach. Data were collected through interviews, observations, and document studies and analyzed qualitatively using BMC and SWOT analysis. The results show that Gurilang Kopi offers premium coffee with a distinctive banana aroma and a strong commitment to sustainability. However, challenges such as limited digital promotion and weak brand recognition still hinder business growth. The new business model focuses on strengthening customer relationships through personalized services, co-branding with partners, customer education, and digital storytelling via social media and websites. The strategy also targets B2B segments, such as hotels, restaurants, cafes, distributors, and premium retail stores, while expanding distribution channels through coffee festivals and training programs. Through strategic collaboration with local farmers, distributors, and research institutions, Gurilang Kopi is expected to strengthen its premium brand image, enhance competitiveness, and support sustainability in the specialty coffee industry.