Usaha kopi sangrai saat ini banyak dijumpai, namun pemilik usaha seringkali tidak mengetahui mengenai jumlah penjualan minimum yang harus dipertahankan dan jumlah penjualan yang harus dicapai agar tidak mengalami kerugian ditinjau dari biaya produksi dan jumlah produksinya. Kegiatan pemasaran sangat penting untuk mempengaruhi konsumen dalam pembelian produk, sehingga harus menyusun strategi pemasaran agar diharapkan akan terjalin komunikasi yang baik antara produsen dan konsumen. Penelitian ini bermaksud menjawab dua pertanyaan terkait analisis break event point (BEP) dan bauran pemasaran kopi sangrai (studi kasus pada Meranti Roastery Kota Tarakan). Pertama, untuk menganalisis break event point (BEP) pada usaha kopi Meranti Roastery. Kedua, Mengetahui bauran pemasaran yang dilakukan oleh Meranti Roastery ditinjau dari segi produk, harga, tempat, promosi, orang, tampilan fisik, dan proses. Penentuan sampel dalam penelitian ini Sampling Jenuh dengan jumlah sampel yang diambil adalah 9 responden. Analisis datanya, yaitu analisis BEP dan Bauran pemasaran. Hasil penelitian ini menyimpulkan bahwa: pertama, Pertama, BEP harga kopi robusta Rp. 66.196, kopi arabika gayo Rp. 37.971, kopi arabika toraja sapan Rp. 40.684, kopi arabika bali kintamani Rp. 34.434, dan arabika solok Rp. 37.871. BEP produksi kopi robusta 3 bungkus, kopi arabika gayo 6 bungkus, kopi arabika toraja sapan 6 bungkus, kopi bali kintamani 5 bungkus, dan kopi arabika solok 6 bungkus. BEP penerimaan kopi robusta Rp. 429.027, kopi arabika gayo Rp. 459.135, kopi arabika toraja sapan Rp. 484.642, kopi arabika bali kintamani Rp. 429.027, dan kopi arabika solok Rp. 459.135, sehingga Meranti Roastery telah melampaui BEP. Kedua, bauran pemasaran yang dilakukan Meranti roastery dilihat dari kemasan terdapat logo dan warna yang menarik. Harga produk lebih murah dari pemilik usaha serupa. Distribusi yang telah dijalankan sudah menjangkau Se-Kaltara dan Berau. Lokasi Meranti Roastery sangat terjangkau. Promosi yang dilakukan hanya 2 minggu sekali melalui media sosial dan mendatangi langsung ke usaha kedai. Media Sosial yang aktif digunakan adalah Instagram, dan Whattsapp. Kebersihan karyawan sangat terjaga dari rambut hingga pakaian, sikap dan pelayanan karyawan selalu sigap dalam melayani pembeli. Kebersihan ruangan terbebas dari bau hingga sampah, Proses produksi kopi sudah menggunakan SOP, proses pembayarannya bisa melalui cash atau transfer.
Kata Kunci: BEP, Bauran pemasaran, Kopi sangrai, Meranti Roastery

The purpose of the research was to answer two questions related to the analysis of break event point (BEP) and the marketing mix of roasted coffee (a case study on Meranti Roastery, Tarakan City). First, analyzing the break event point (BEP) on Meranti Roastery coffee business. Second, figuring out the marketing mix carried out by Meranti Roastery in terms of product, price, place, promotion, people, physical appearance, and process. The sampling in this research was saturated sampling with 9 respondents as samples. BEP and marketing mix were analyzed in data analysis. The results of the research concluded that: First, the price of BEP for Robusta coffee was Rp. 66,196, Gayo arabica coffee was Rp. 37,971, Toraja sapan arabica coffee was Rp. 40,684, Bali Kintamani arabica coffee was Rp. 34,434, and Rp. 37,871 for Arabica Solok. The BEP for production were 3 packs of Robusta - coffee, 6 packs of Gayo Arabica coffee, 6 packs of Sapan Toraja Arabica coffee, 5 packs of Bali Kintamani coffee, and 6 packs of Arabica Solok coffee. The income BEP of Robusta coffee was Rp.429.027, Gayo arabica coffee was Rp.459.135, Toraja Sapan arabica coffee was Rp.484,642, Bali Kintamani Arabica coffee was Rp.429,027, and Solok Arabica coffee was Rp.459,135 so that Meranti Roastery had exceeded the BEP. Second, the marketing mix carried out by Meranti roastery has an attractive logo and color on their packaging. The price of the product was cheaper compared to similar products. The product distributions have reached all over North Kalimantan and Berau. Meranti Roastery's location is also affordable. Promotions are carried out biweekly through social media and direct promotions from the coffee shop. The social media actively used are Instagram and WhatsApp. Cleanliness of employees from hair to clothing is very well maintained. The attitude and service of employees are always attentive in serving customers. As for room cleanliness, it is free from odors and litter. In addition, SOPs are applied during the coffee production process and the payment process is completed by cash or transfer. Keywords: BEP, Marketing mix, Roasted coffee, Meranti Roastery