STRATEGI GASTRODIPLOMASI KOPI INDONESIA DI JERMAN (STUDI KASUS : MYBALI COFFEE TAHUN 2018-2021)

SIMBOLON, RAHEL STEPANI (2023) STRATEGI GASTRODIPLOMASI KOPI INDONESIA DI JERMAN (STUDI KASUS : MYBALI COFFEE TAHUN 2018-2021). Other thesis, UPN "Veteran" Yogyajarta.

	Text 1. FULL SKRIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Restricted to Repository staff only Download (2MB)
	Text 2. COVER SKRIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (133kB)
	Text 3. HALAMAN PERSETUJUAN SKRIIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (84kB)
	Text 4. HALAMAN PENGESAHAN SKRIIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (126kB)
	Text 5. ABSTRAK SKRIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (128kB)
	Text 6. DAFTAR ISI SKRIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (376kB)
	Text 7. DAFTAR PUSTAKA SKRIPSI_RAHEL STEPANI SIMBOLON_151190015.pdf Download (265kB)

Abstract

v
C. ABSTRAK
Pada tahun 2018, Indonesia menggunakan kopi sebagai alat dalam
menjalankan gastrodiplomasi. Diplomasi kopi Indonesia di Jerman mulai intensif
dilakukan sejak tahun 2020 melalui berbagai kegiatan. Untuk memperkuat
diplomasi kopi Indonesia di Jerman, seorang pengusaha asal Indonesia
membangun kedai kopi Indonesia pertama di Jerman. Kedai kopi tersebut
didirikan di kota tua, Nürnberg salah satu tujuan utama wisatawan mancanegara.
MyBali Coffee merupakan cafe Indonesia pertama yang berdiri di Jerman pada
tahun 2020. Penelitian ini bertujuan untuk mengetahui bagaimana strategi yang
dilakukan Indonesia melalui MyBali Coffee untuk memperkenalkan produk kopi
Indonesia kepada masyarakat Jerman. Dalam penelitian ini, teori yang digunakan
adalah teori gastrodiplomasi menurut Paul Rockower. Menurutnya,
gastrodiplomasi merupakan upaya membangun citra dan posisi suatu bangsa
untuk menciptakan ―reputasi‖ tertentu (nation brand) melalui makanan.
Penelitian ini menggunakan pendekatan studi kasus dengan metode penelitian
kualitatif. Penelitian ini menemukan bahwa dalam melakukan promosi kopi
Indonesia di Jerman dilakukan dengan tiga cara yaitu dengan mengikuti festival
kopi, mengadakan winter tour ke kota-kota besar di Jerman, dan melakukan
promosi melalui media sosial seperti instagram, facebook, youtube, dan website.
Kata Kunci: Gastrodiplomasi, Kerja sama, Indonesia, Jerman, MyBali
Coffee
vi
D. ABSTRACT
In 2018, Indonesia uses Coffee as a tool in carrying out gastrodiplomacy.
Indonesian Coffee diplomacy in Germany has been intensively carried out since
2020 through various activities. To strengthen Indonesian Coffee diplomacy in
Germany, a businessman from Indonesia built the first Indonesian coffee shop in
Germany. The coffee shop was established in the old town, Nuremberg, one of
the main destinations for foreign tourists. MyBali Coffee is the first Indonesian
cafe to be established in Germany in 2020. This study aims to find out the
strategy carried out by Indonesia through MyBali Coffee to introduce Indonesian
Coffee products to German people. In this study, the theory used is the theory of
gastrodiplomacy according to Paul Rockower. According to him,
gastrodiplomacy is an effort to build the image and position of a nation to create
a certain "reputation" (nation brand) through food. This research uses a case
study approach with qualitative research methods. This study found that
promoting Indonesian Coffee in Germany was carried out in three ways, namely
by participating in Coffee festivals, holding winter tours to major cities in
Germany, and promoting through social media such as Instagram, Facebook,
YouTube, and websites.
Keywords: Gastrodiplomacy, Cooperation, Indonesia, Germany, MyBali Coffee

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Gastrodiplomacy, Cooperation, Indonesia, Germany, MyBali Coffee
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	29 Sep 2023 01:48
Last Modified:	29 Sep 2023 01:48
URI:	http://eprints.upnyk.ac.id/id/eprint/37723

Actions (login required)

View Item