Analisis Kontruktivisme Kopi Mandailing di Kalangan Petani Kopi sebagai Merek Kopi yang Mendunia

Abstract

This study aims to analyze the constructivism of Mandailing Coffee among coffee farmers as an effort to strengthen the image and position of Mandailing Coffee as a global coffee brand. This research uses a qualitative approach with a case study method. Data was collected through in-depth interviews with Mandailing coffee farmers involved in the production and marketing of Mandailing coffee. In addition, data collection was also carried out through participatory observation and analysis of documents related to the development of the Mandailing coffee industry. Constructivism analysis is carried out by identifying social constructions, meanings, and values associated with Mandailing Coffee. In this context, constructivism is a relevant framework for understanding how Mandailing coffee farmers build and strengthen the Mandailing Coffee brand through cultural practices, networking, and effective communication. In conclusion, this research provides a deeper understanding of constructivism in the thinking of coffee farmers in relation to Mandheling coffee which is still considered by farmers as the best coffee by international markets to date. The existence of mandailing coffee in the international market is almost impossible to find, bearing in mind that there is no export data on behalf of the mandailing itself, then with the community's land area of 1,144 hectares of Robusta coffee plantations and 3,692 hectares of Arabica coffee. With a land area like this and the people who determine their respective sales, the export quota itself cannot be fulfilled. This is in accordance with the data submitted by AEKI that exports of Mandailing coffee will not be able to occur, the Head of the Mandailing Trade Office has the same explanation he even stated that there are no exporters from Mandailing yet in accordance with his explanation that company or individual data has not been in the Trade Service since 2010 until now. The results of the research The communication process for Mandheling coffee farmers in interpreting the global Mandheling coffee brand has stages of Interpersonal communication, group communication (micro group), where social media communication (media communication) communicates directly through face-to-face contact. The role of the media for Mandheling coffee farmers is to find out about Mandheling coffee which is already worldwide through the YouTube channel and followed by meetings at cafes and lopo to share information (sharing informesien). To analyze the group communication model among coffee farmers Mandheling Natal, among others, occurred in lopo, using the WhatsApp group with the topic of discussion about market prices and coffee farmer cultivation including through the Banamon Kopi management group.