ANALISIS DAYA SAING PRODUK KOPI LUWAK DI YOGYAKARTA SEBAGAI DAYA TARIK WISATA KULINER (STUDI KASUS: KOPI LUWAK MATARAM)

Salamah, Gayatri Aura (2025) ANALISIS DAYA SAING PRODUK KOPI LUWAK DI YOGYAKARTA SEBAGAI DAYA TARIK WISATA KULINER (STUDI KASUS: KOPI LUWAK MATARAM). Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text GAYATRI AURA SALAMAH-216546-ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (4MB)

Abstract

The purpose of this study is to analyze the competitiveness of Kopi Luwak products as part of the culinary tourism attraction in Yogyakarta with a case study of Kopi Luwak Mataram. Kopi Luwak is known as one of Indonesia's typical coffee products that has a high selling value and a unique production process. This study uses a descriptive qualitative approach through observation and indepth interviews, documentation and literature review. Using Business Model Canvas (BMC) and SWOT analysis, including internal and external factors to see the competitiveness of the product. The results of the study show that Kopi Luwak from Mataram faces tight competition in terms of product quality, product excellence, and competitive prices. However, there are challenges in terms of the level of competition, changes in raw material prices, limited supply of raw materials, the possibility of new competitors emerging, and ethical issues in Kopi Luwak production that require special strengthening strategies. Kopi Luwak Mataram has the potential to become an icon of Yogyakarta's culinary tourism if it is able to optimize product innovation, develop educational tourism, and optimize brand image.

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