| Summary: | The aim of the research is to describe the sridonoretno association communication strategy in the red picking coffee harvesting program. Qualitative research approach that uses data collection techniques ranging from in-depth interviews (indepth interviews), participatory observation, and documentation. Determination of the sample with simple random sampling technique to the srinoretno association is a combination of 16 farmer groups in the three villages namely Srimulyo, Baturetno, and Sukonodo Village, Dampit District, Malang Regency. Based on the research activities that have been carried out namely for farmers who cultivate coffee participate in training activities that provide education related to the criteria for quality coffee in the red picking program. In addition, farmers follow the practice of harvesting coffee about how to harvest coffee according to the procedure.
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