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

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