Glokalisasi PT Melania Indonesia Cibuni Estate dalam Produksi Teh Cibuni

Abstract

This study aims to analyze the glocalization strategy implemented by the Belgian multinational company, SIPEF, towards its subsidiary, PT Melania Indonesia Cibuni Estate, in producing Cibuni Tea. Glocalization is understood as the integration of global standards and local practices to create products that are competitive in the international market while preserving local cultural identity. The research employs a qualitative method with a case study approach, including in-depth interviews, field observations, and document analysis. The findings reveal that SIPEF successfully combines modern technology with local wisdom in Cibuni   Tea production, such as manual tea leaf picking and the use of local raw materials. Culturally-based marketing strategies and community empowerment programs are also key to the success of glocalization. The study concludes that SIPEF's flexible and adaptive approach not only enhances product competitiveness but also contributes to sustainable development at the local level.
Keywords: Cibuni Tea, Glocalization, International Relations, Multinational Corporation, SIPEF
Abstrak
Penelitian ini bertujuan untuk menganalisis strategi glokalisasi yang diterapkan oleh perusahaan multinasional Belgia, SIPEF, terhadap anak perusahaannya, PT Melania Indonesia Cibuni Estate, dalam memproduksi Teh Cibuni. Glokalisasi dipahami sebagai integrasi antara standar global dan praktik lokal untuk menciptakan produk yang kompetitif di pasar internasional sekaligus mempertahankan identitas budaya dan kearifan setempat. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus melalui wawancara mendalam, observasi lapangan, serta analisis dokumen. Hasil penelitian menunjukkan bahwa SIPEF berhasil mengombinasikan teknologi modern (Cut, Tear, Curl / CTC) dengan kearifan lokal seperti pemetikan manual (hand plucking). Penggabungan sertifikasi keberlanjutan dan keamanan pangan global (Rainforest Alliance, FSSC 22000) dengan standar serta sertifikasi nasional (SNI 1902-2016, Sertifikat Halal) memperkuat daya saing Teh Cibuni di pasar internasional maupun domestik. 
Kata Kunci: Glokalisasi, Perusahaan Multinasional, SIPEF, Teh Cibuni, Hubungan Internasional.