Pemetaan Jalur Distribusi Teh Walini Sebagai Brand Gastrodiplomasi Indonesia di Mancanegara

Abstract

Based on data from Manumono and Liatiyani (2022), Indonesia experienced a decline in tea consumption by up to 49.28% between 2006 and 2021. In contrast, tea productivity from 2006 to 2022 tended to increase by 12.48% and is projected to continue growing until 2026. Gastrodiplomacy has emerged as a solution to distribute domestically produced tea to international markets.

This study examines the distribution mapping of Walini tea as an Indonesian gastrodiplomacy brand abroad. The purpose of this research is to explore the extent of Walini tea's distribution both domestically and internationally. The research method employed is qualitative with a descriptive approach. The object of this study is the Walini tea brand, managed by PT Perkebunan Nusantara (PTPN) I Regional 2.

Data collection techniques include interviews with resource person Nona Helix and the use of questionnaires. The analysis methods employed are descriptive analysis and nearest neighbor analysis to examine the distribution patterns of Walini tea.

The findings indicate that Walini tea possesses high-quality tea and packaging, and continues to innovate, making it a suitable candidate as Indonesia’s gastrodiplomacy brand on the global stage. Walini utilizes four distribution channels: zero-level, one-level, two-level, and three-level channels. Domestically, Walini tea has reached almost all major islands in Indonesia, except Papua, with a random distribution pattern. Internationally, it has been distributed to Canada, the United States of America, the United Arab Emirates, Singapore, Malaysia, Romania, and Mexico, with a clustered distribution pattern.