Domestic and Export Marketing Model of Coffee
The aim of this research is to examine the domestic and export marketing model of coffee characteristic by establishing marketing model for Aceh coffee. This research cunducted in Aceh province particulary in Kabupaten Aceh Tengah dan Bener Meriah as a biggest arabica coffee production in Indonesia and as one of the good quality on the world. Time series data in 28th year (1990-2017) used for this research and was analyzed by descriptive and Structural Equation Modelling (SEM). This research finds that domestic price and good subtitution price (tea) has no effect to demand and export coffee volume. Export price, exchange rate, coffee production of Aceh and world coffee production has a positive and significant effects on demand and export coffee volume. Then, There is an indirect effect of Aceh coffee production and wolrd coffee production on coffee export volume which partially mediating by demand of coffee. Exchange rate has moderation effect on price of coffee toward demand and export volume.
Keywords- Coffee, domestic and export marketing model