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Recommendations for the “One Village, One Product” Strategy and Coffee Marketing Efficiency in Gowa Regency

Jurnal Hutan dan Masyarakat · Vol. UME No. 1 (2025) · pp. 58–72

DOI
10.24259/jhm.v17i1.44324
ISSN
2613-9979, 1907-5316
Published
2025-08-01
Publisher
Fakultas Kehutanan, Universitas Hasanuddin
Language
en
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The One Village One Product (OVOP) concept seeks to raise farmers’ income by promoting regionally distinctive commodities. In Topidi Village, South Sulawesi, coffee is widely cultivated and well suited for agroforestry systems, offering high market potential. However, farmer profits are reduced by inefficient marketing channels involving many intermediaries. This study analyzed marketing institutions and the efficiency of Arabica coffee marketing using Marketing Margin, Farmer’s Share, and Profit to Cost Ratio methods. Data from four marketing outlets showed that Outlet IV, where farmers sell directly to end users, achieved the highest marketing efficiency at 44 percent for ground coffee and the highest profit. Adopting the OVOP concept for coffee could help position it as a leading regional commodity by integrating production across areas with similar landscapes, thus strengthening local industry and boosting household incomes.

Keywords

Collaboration network of the authors

40 authors · 126 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Sahta GintingUniversitas Halu Oleo7
Namriah NamriahUniversitas Halu Oleo6
MUH TUFAILAAffiliation unknown5
SyahidahAffiliation unknown5
IrnasariAffiliation unknown5
Resman ResmanAffiliation unknown4
Hasbullah SyafAffiliation unknown3
Jufri KarimUniversitas Halu Oleo3
Darwis DarwisUniversitas Halu Oleo3
ZULFIKAR ZULFIKARUniversitas Halu Oleo2
M. Tufaila .Affiliation unknown2
Mursalim NohongAffiliation unknown2
Adrayanti SabarAffiliation unknown2
Dewi Nurhayati YusufUniversitas Halu Oleo1
NURMA ADEAffiliation unknown1
FIRA SYAWALLIA AZZAHRAAffiliation unknown1
MUHIDIN MUHIDINUniversitas Halu Oleo1
Irvandi Arya BrataAffiliation unknown1
Bambang Hendro SunarmintoAffiliation unknown1
Syamsul Arifin SiradzAffiliation unknown1
la Ode RustamAffiliation unknown1
M. TUFAILA HEMONUniversitas Halu Oleo1
FIRDA NURFAUZIAffiliation unknown1
YUSRINA YUSRINAAffiliation unknown1
DAWAN DANDI SAPUTRAAffiliation unknown1
Sitti LeomoUniversitas Halu Oleo1
La MudiAffiliation unknown1
WAYAN RISAL SUMANTAAffiliation unknown1
DEWI DARMA LAKSANAAffiliation unknown1
RAMADAN LAMPOSOAffiliation unknown1
ALIYAMAN -Affiliation unknown1
Halizah Putri IrianiAffiliation unknown1
M SobarsyahAffiliation unknown1
Fauziah UmarAffiliation unknown1
Dewi Putri Anjar WulanAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jhm/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Recommendations for the “One Village, One Product” Strategy and Coffee Marketing Efficiency in Gowa Regency</dc:title>
	<dc:creator xml:lang="en">Hasannudin, Dian Ayu Lestari</dc:creator>
	<dc:creator xml:lang="en">Supratman</dc:creator>
	<dc:creator xml:lang="en">Alam, Syamsu</dc:creator>
	<dc:creator xml:lang="en">Makkarennu</dc:creator>
	<dc:creator xml:lang="en">Hamzah, Baginda</dc:creator>
	<dc:subject xml:lang="en">arabica coffee</dc:subject>
	<dc:subject xml:lang="en">marketing efficiency</dc:subject>
	<dc:subject xml:lang="en">OVOP</dc:subject>
	<dc:subject xml:lang="en">agroforestry</dc:subject>
	<dc:subject xml:lang="en">rural development</dc:subject>
	<dc:description xml:lang="en">The One Village One Product (OVOP) concept seeks to raise farmers’ income by promoting regionally distinctive commodities. In Topidi Village, South Sulawesi, coffee is widely cultivated and well suited for agroforestry systems, offering high market potential. However, farmer profits are reduced by inefficient marketing channels involving many intermediaries. This study analyzed marketing institutions and the efficiency of Arabica coffee marketing using Marketing Margin, Farmer’s Share, and Profit to Cost Ratio methods. Data from four marketing outlets showed that Outlet IV, where farmers sell directly to end users, achieved the highest marketing efficiency at 44 percent for ground coffee and the highest profit. Adopting the OVOP concept for coffee could help position it as a leading regional commodity by integrating production across areas with similar landscapes, thus strengthening local industry and boosting household incomes.</dc:description>
	<dc:publisher xml:lang="en">Fakultas Kehutanan, Universitas Hasanuddin</dc:publisher>
	<dc:date>2025-08-01</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/jhm/article/view/44324</dc:identifier>
	<dc:identifier>10.24259/jhm.v17i1.44324</dc:identifier>
	<dc:source xml:lang="en">Jurnal Hutan dan Masyarakat; VOLUME 17 NO 1, JULI 2025; 58-72</dc:source>
	<dc:source>2613-9979</dc:source>
	<dc:source>1907-5316</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jhm/article/view/44324/13209</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Dian Ayu Lestari Hasannudin, Supratman, Syamsu Alam, Makkarennu, Baginda Hamzah</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>