Manten Kopi Tradition as a Cultural Asset in Coffee Marketing: A Phenomenological Study for Sales Optimization and Customer Engagement

Diana Elvianita Martanti

doi:10.55927/eajmr.v4i6.202

Authors

Diana Elvianita Martanti Universitas Islam Balitar

DOI:

https://doi.org/10.55927/eajmr.v4i6.202

Keywords:

Cultural Assets, Coffee Marketing, Manten Kopi

Abstract

This research is motivated by the importance of utilizing local cultural assets in coffee marketing strategies to increase product attractiveness and consumer engagement. The research objective is to analyze the meaning of Manten Kopi ritual as a cultural asset and examine how the tradition is integrated into the marketing strategy of agritourism and coffee products. The method used was qualitative phenomenology with data collection through in-depth interviews with farmers, traditional leaders, coffee farm managers, and participatory observation of the Manten Kopi procession in Modangan Village and Bangelan Farm. The results showed that the Manten Kopi ritual built an authentic brand narrative, increased agritourism visits by 30-40%, optimized storytelling in product presentations to distributors, and fostered organic word-of-mouth among tourists and local consumers. The discussion highlighted the importance of community involvement in maintaining the authenticity of traditions, utilizing digital media for the dissemination of cultural content, and developing tour packages that highlight cultural experiences as a competitive advantage

References

Campos, A. S. N., Santini Pigatto, G. A., Baptista, R. D., & Queiroz, T. R. (2024). A inovação e cultura local na produção de café especial em short food supply chains e seus impactos sobre a sustentabilidade ambiental. Gestão & Regionalidade, 40, e20239359.

Creswell, J. W. (2014). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (3rd ed.). Sage Publications.Click or tap here to enter text.

Hammou, I., Aboudou, S., & Youssef, M. (2020). Social Media and Intangible Cultural Heritage for Digital Marketing Communication: Case of Marrakesh Crafts. Marketing and Management of Innovations, 20(1), 122–129.

Hidayat, B. R., Anisa, N. P., Putri, N. R. S., & Saleh, M. Z. (2023). The influence of the role of local community culture on global marketing.Journal of Economics, Business and Management (EBISMEN), 2(4), 323–335.

Juliandri, P. A., & Rahayu, E. (2024). Pengaruh kearifan lokal terhadap kepuasan pelanggan UMKM di Hotel Grand Mercure Malang Mirama. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2).

Kompas. (2018, February 6).Embedding Coffee in the Tourism Boom. Kompas (Indonesian Coffee Tour).

Liang, J., Zhang, S., & Lu, L. (2024). Research on the influence of cultural memory in agricultural heritage on brand loyalty. Sustainability, 16(10), 4162. https://doi.org/10.3390/su16104162

PT Perkebunan Nusantara XII. (2021, June 6).Welcoming the Harvest & Coffee Grinding Season, Bangelan Coffee Plantation Holds a Coffee Manten Ritual. Accessed from the PTPN XII website

Qiu, L. P., Rahman, A. R. A., & Dolah, M. S. B. (2024). Innovative design of agricultural tourism souvenirs to promote the inheritance and promotion of intangible cultural heritage. Pakistan Journal of Agricultural Sciences, 61(4).

Satria, D. I., Yusra, M., & Hilmi, H. (2021). Coffee tourism development strategy based on local culture as an effort to increase income during the COVID-19 pandemic in Aceh Central Regency. International Journal of Educational Review, Law and Social Sciences, 1(2), 197–204. https://doi.org/10.54443/ijerlas.v1i2.88

Sholeh, M. (2022, May 29).Manten Kopi, Efforts to Preserve the Ancestral Traditions of the Karanganyar Blitar Coffee Plantation. Times Indonesia.

Wang, C., Rahman, T., Ashrafsadat, A. A., Amalia, A., & Sudiwijaya, E. (2021). Digital Representation of Cultural Heritage and Coffee Culture by Chinese Indonesian and Malaysian Coffee Brands. Journal of Management and Marketing Review, 6(2), 137–145.