Peran Aktor Transnasional Pada Brand Kopi Sumatera Dalam Perdagangan Internasional

Dairatul Ma'arif, Dra. Siti Daulah Khoiriati, MA

2013 | Tesis | S2 Ilmu Politik/Hubungan Internasional

Kopi merupakan komoditas ekspor global terbesar kedua setelah minyak. Indonesia sendiri sebagai Negara berkembang merupakan salah satu penghasil kopi terbesar di dunia, Industri kopi merupakan komoditas ekspor andalan penghasil devisa negara di luar minyak dan gas, juga sebagai penunjang perekonomian rakyat. Sementara itu, Sumatera sebagai penghasil kopi terbesar di Indonesia saat ini telah menjadi salah satu brand kopi terbaik di dunia dan menjadi biji kopi pilihan di berbagai kedai kopi dunia. Brand kopi seperti Gayo Coffee, Mandheling Coffee, dan Lintong Coffee merupakan tiga brand kopi spesialti terkenal di dunia yang berasal dari Pulau Sumatera. Dengan menggunakan metode penelitian kualitatif, penelitian ini berusaha untuk menjelaskan tentang bagaimana kopi Sumatera dapat menjadi merek (brand) produk dalam perdagangan internasional, serta peranan aktor transnasional tersebut pada merek (brand) kopi Sumatera dalam perdagangan internasional. Diduga kopi Sumatera dapat menjadi brand kopi internasional dikarenakan adanya peran serta aktor transnasional. Kesimpulan yang didapat oleh penelitian adalah peranan aktor transnasional terhadap brand kopi Sumatera sangat signifikan terutama dalam meningkatkan ekuitas merek antara lain dengan melakukan promosi, inovasi teknologi, standarisasi, retailer, dan distributor. Peran perusahaan transnasional domestik maupun internasional tersebut sangat berpengaruh terhadap brand kopi Sumatera terutama dalam menghadapi persaingan dalam era globalisasi saat ini.

Coffee is the second largest export commodity in the world after oil. Indonesia itself is one of developing countries which has become of the largest producer of coffee globally. Indonesia coffee industry has long been known as one the major contributor for national income and sustaining the economic life of its people. Meanwhile, Sumatra island as the biggest coffee producer nationally is quite famous as the finest coffee brand in the world and has become one of the most selected sold coffee in various coffee shop in many countries. Coffee brand such as gayo coffee, mandheling coffee, and lintong coffee are three famous special coffee brand that come from Sumatra. By using qualitative method, this research attempts to explain how the brand of Sumatra coffee could become a brand of product in international trade, and also the roles of transnational actors on the establishment of Sumatra coffee brand internationally. Hypothetically, Sumatra coffee could be distributed and consumed globally due to the significant efforts made by transnational actors. The conclusion obtained by this research is that the role of transnational actors over the brand of Sumatra coffee evidently is very significant mainly in enhancing the equity of brand, namely by pushing some promotions, innovations of technology, standardization, retailing, and distribution. The role both of domestic and international transnational company are very influential to the making of Sumatra coffee brand in order to be able to face a massive competition in the age of globalization.

Kata Kunci : Perdagangan Internasional, Brand, Kopi Sumatera, Aktor Transnasional, Globalisasi.