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Kampoeng Kopi Banaran belum dapat mencapai laba sesuai dengan target yang telah ditetapkan. Diduga hal ini terjadi karena semakin banyaknya pesaing dengan usaha sejenis, seperti Cimory, Kampoeng Rawa, Tlogo Plantation, Salib Putih, dan Umbul Sidomukti serta belum dimilikinya strategi pemasaran yang tepat oleh Kampoeng Kopi Banaran. Selama ini, Kampoeng Kopi Banaran baru memasarkan  produk-produk yang dimilikinya dengan menggunakan website, brosur,  dan promosi mulut ke mulut.  Berdasarkan hal tersebut, penelitian ini bertujuan untuk  mengidentifikasi kriteria dan subkriteria yang tepat bagi penyusunan strategi pemasaran dari Kampoeng Kopi Banaran, menentukan bobot dari setiap kriteria dan subkriteria tersebut, serta mengusulkan strategi pemasaran tertentu berdasarkan kriteria dan subkriteria tersebut. Dalam penelitian ini, terdapat delapan buah kriteria yang digunakan sebagai dasar untuk menyusun strategi pemasaran bagi Kampoeng Kopi Banaran, yaitu Managerial Capabilities (MC), Market Innovation Capabilities (MIC), Customer Linking Capabilities (CLC), Human Resource Assetes (HRA), Reputational Asset (RA), Competition (C), Economy (E), dan Social and cultural (SC). Selanjutnya kedelapan kriteria tersebut akan dijabarkan lagi menjadi sejumlah subkriteria. Metoda yang digunakan untuk menghitung bobot dari kriteria dan subkriteria adalah Analitycal Network Process (ANP); sedangkan metoda yang digunakan untuk penyusunan strategi pemasaran adalah  Technique for Others Reference by Similarity to Ideal Solution (TOPSIS ). Data untuk penelitian ini diperoleh dengan melakukan penyebaran kuesioner kepada manager dan bagian marketing Kampoeng Kopi Banaran. Hasil pengolahan data menunjukkan kriteria yang memiliki bobot tertinggi untuk penyusunan strategi pemasaran di Kampoeng Kopi Banaran adalah Managerial Capabilities (MC) (0,1897) dan sub kriteria yagn memiliki bobot tertinggi adalah subkriteria brand atau reputasi (0,1277). Selanjutnya, strategi yang terbaik untuk pemasaran Kampoeng Kopi Banaran adalah Strategi Segmentasi Kata Kunci : strategi pemasaran; kampoeng kopi banaran; analytical network process (ANP); TOPSIS Abstract Kampoeng Kopi Banaran can’t achieve a return in accordance with the targets set. Hypothesized, this is the case because of the increasing number of competitors with similar business, such as Cimory, Kampoeng Rawa, Tlogo Plantation, Salib Putih, and Umbul Sidomukti and have not had a proper marketing strategy by Kampoeng Kopi Banaran. During this time, Kampoeng Kopi Banaran has been promote its products by using the website, brochures, and word of mouth. According to this condition, this study aimed to identify the appropriate criteria and sub-criteria for the formulation of a marketing strategy for Kampoeng Kopi Banaran, determine the weight of each criteria and sub-criteria, as well as proposing specific marketing strategies based on the criteria and sub-criteria. In this study, there are eight criteria used as a basis to develop a marketing strategy for Kampoeng Kopi Banaran, namely Managerial Capabilities (MC), Market Innovation Capabilities (MIC), Customer Linking Capabilities (CLC), Human Resource Assetes (HRA), Reputational assets (RA), Competition (C), Economy (E), and Social and cultural (SC). Meanwhile, the eight criterias will be further elaborated into a number of sub-criterias. The method is used to calculate weights of criteria and sub-criteria was Analytical Network Process (ANP) whereas the method is used for the preparation of a marketing strategy was Technique for Others Reference by Similarity to Ideal Solution (TOPSIS). Data for this study were obtain by distributing questionnaires for managers and marketing section at Kampoeng Kopi Banaran. The results of data was processing show that the criteria with the highest weight in the marketing strategy for the preparation at Kampoeng Kopi Banaran is Managerial Capabilities (MC) (0.1897) and sub-criteria with the highest weight is brand or reputation (0.1277). Meanwhile, the best strategy at Kampoeng Kopi Banaran is Segmentation Strategy Keywords: selection of marketing strategy; kampoeng kopi banran; analytical network process (ANP); TOPSIS

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PEMILIHAN STRATEGI PEMASARAN DI KAMPOENG KOPI BANARAN MENGGUNAKAN PENDEKATAN METODE ANALYTICAL NETWORK PROCESS (ANP) DAN TECHNIQUE FOR ORDER PREFERENCE BY SIMILARITY TO AN IDEAL SOLUTION (TOPSIS)