Analisis Strategi Indonesia pada Perdagangan Komoditas Kopi dalam Perspektif GPN 2.0

AFRIZAL ZULKARNAIN, Dr. Poppy Sulistyaning Winanti, M. P. P., M. Sc.

2018 | Skripsi | S1 ILMU HUBUNGAN INTERNASIONAL

Sebagai produsen kopi terbesar ke-empat se-dunia, Indonesia pernah melalui masa ketika lebih dari 90 persen volume produksi komoditas kopinya dialokasikan untuk keperluan ekspor. Sifat industri kopi Indonesia yang export-oriented ini terutama terlihat di era tahun 90-an. Namun demikian, seiring dengan terjadinya perubahan karakteristik industri kopi di level global - dimana terjadi perubahan 'gelombang' tren produksi-konsumsi kopi, terlihat adanya perubahan orientasi industri kopi Indonesia, untuk dapat mengikuti dinamika pasar kopi internasional. Perubahan yang dimaksud terkait dengan sifat industri kopi domestik yang dewasa ini menjadi lebih inward-oriented; serta meningkatnya prioritas Indonesia untuk mengamankan niche market dari industri ini, seperti pada kopi spesialti dan certified-sustainable coffee. Tujuan dari penulisan ini ialah untuk mengkaji bagaimana perubahan tren dan kultur industri kopi di level global dapat memberikan pengaruh terhadap kondisi industri kopi domestik Indonesia, serta bagaimana wujud penyesuaian diri' yang dilakukan Indonesia untuk menanggapi dinamika pasar kopi global. Melalui koridor teori Global Production Network 2.0, kajian ini menunjukkan bagaimana perubahan aspek organizational dan competitive-dynamics di level global telah berperan sebagai 'driving-force' terhadap perubahan orientasi, serta strategic configuration aktor-aktor spesifik yang terlibat dalam coffee-chain di Indonesia. Meskipun kajian ini dilakukan dengan pendekatan outside-in, pemaparan mengenai kondisi internal industri kopi Indonesia pun diberikan untuk melengkapi penjelasan, mengenai mengapa third-wave coffee culture menjadi faktor eksternal yang dapat mendorong perubahan pada kebijakan perdagangan komoditas ini.

As the world's fourth-largest coffee producer, Indonesia was once a country that yielded more than 90 percent of its coffee production towards export market. This export-oriented characteristic can conspicuously being seen throughout the 90's era of Indonesia's coffee industry. However, as the global coffee industry changed - whereas its 'waves' of production-consumption trend has shifted, such alteration also occurred in Indonesia's coffee industry, of which orientation reshaped to correspond the dynamics in global market. The aforementioned changes in Indonesia's strategy are related to: the shift towards a more inward-oriented domestic coffee industry; as well as how Indonesia prioritizes more to secure its position in niche-market segment, such as specialty coffee and certified-sustainable coffee. The purpose of this paper is to provide an analytical explanations, regarding how the changes in global coffee industry's trend and culture can affect Indonesia's domestic coffee industry; and also to explain what kind of 'coping mechanisms' that Indonesia has in order to embrace the current dynamics in global coffee market. Within the theoretical framework of Global Production Network 2.0, this literature points-out how the changes of organizational and competitive-dynamics in global scope has become the 'driving-force' for Indonesia to reshape its orientation, and also the strategic-configuration between specific actors within its coffee-chain. Whilst this literature sallies from an outside-in approach, the internal condition of Indonesia's coffee industry is also explained, as an elaboration to the reason of why the third-wave coffee culture can be an external factor that pressurizes the shifts in Indonesia's trade policy on this particular commodity.

Kata Kunci : strategi, orientasi, Indonesia, perdagangan, kopi, GPN 2.0, coffee-chain, third-wave coffee culture, strategy, orientation, Indonesia, trade, coffee