Strategi Visual Sebagai Penguatan Branding Kabupaten Tulungagung Melalui Seni Hias Cethe dan Kopi Ijo

Mega Pandan Wangi; Yunanto Tri Laksono; Dimas  Antoni Daniswara

doi:10.32664/mavis.v7i02.2123

Authors

Mega Pandan Wangi Universitas Dinamika
Yunanto Tri Laksono Universitas Dinamika
Dimas Antoni Daniswara Universitas Dinamika

DOI:

https://doi.org/10.32664/mavis.v7i02.2123

Keywords:

city branding, coffe ijo, Decorative Art of Cethe, Tulungagung, Visual Strategy

Abstract

This study aims to examine visual strategies as an effort to strengthen the branding of Tulungagung City through cethe art and the kopi ijo tradition, which serve as distinctive cultural characteristics of the region. As an intangible cultural heritage, cethe the art of painting on the surface of coffee using coffee grounds embodies strong aesthetic, symbolic, and identity values, while kopi ijo has become a unique culinary icon among both local communities and tourists. This research employs a qualitative descriptive approach with a case study method, involving field observations, in-depth interviews with artists, coffee entrepreneurs, and local government officials. The analysis is carried out using visual semiotics theory and the concept of place branding to identify effective visual elements in shaping the city’s image. The findings indicate that visually packaging cethe art and kopi ijo through documentary film can reinforce Tulungagung’s narrative identity as a city rich in culinary traditions and creative arts. Consistent and integrated visual strategies have the potential to enhance tourism attractiveness, expand promotional reach, and foster community pride in local culture.

References

[1] A. H. Ali and Moh Muhrim Tamrin, “PERANCANGAN IDENTITAS VISUAL BRANDING TERMINAL DUNGINGI,” Pixel :Jurnal Ilmiah Komputer Grafis, vol. 15, no. 2, 2022, doi: 10.51903/pixel.v15i2.883.

[2] E. Chandra and N. D. Chandra, “Fenomenologi Personal Branding Cosplayer: Studi Desain Komunikasi Visual dan Media Sosial,” MAVIS : Jurnal Desain Komunikasi Visual, vol. 7, no. 01, pp. 51–59, Mar. 2025, doi: 10.32664/mavis.v7i01.1783.

[3] A. Z. Ramadhan, S. Sunarmi, and S. Sarwanto, “Analisis Identitas Visual Kupat Tahu Magelang: Komunikasi, Estetika, dan Muatan Informasi dalam Membangun Citra Kuliner Daerah,” MAVIS : Jurnal Desain Komunikasi Visual, vol. 7, no. 01, pp. 43–50, Mar. 2025, doi: 10.32664/mavis.v7i01.1764.

[4] D. Setia Dewi et al., “Karakteristik Gapura Perbatasan Kabupaten Ponorogo (Kajian Semiotika visual,” vol. 7, no. 2, pp. 9–17, 2025, doi: 10.32664/mavis.v7i01.1880.

[5] B. Ilhaminnur, Supriyono, and Suparno, “Studi Komparatif Pelaku Usahatani Muda Dalam Analisis Kelayakan Usaha Pada Subsistem Agribisnis Di Kabupaten Tulungagung,” Jurnal AGRIBIS, vol. 9, no. 1, 2023, doi: 10.36563/agribis.v9i1.747.

[6] D. A. Pandansari, E. P. Purnomo, and A. N. Kasiwi, “Dinamika City Branding Kota Surakarta Dalam Menarik Minat Berkunjung Wisatawan,” Jurnal Ilmu Pemerintahan Widya Praja, vol. 46, no. 1, 2020, doi: 10.33701/jipwp.v46i1.1036.

[7] R. A. Prabowo, “RAGAM HIAS TRADISIONAL JAWA Studi Rekonstruksi Visual Untuk Desain Kriya Kayu,” Brikolase : Jurnal Kajian Teori, Praktik dan Wacana Seni Budaya Rupa, vol. 11, no. 1, 2019, doi: 10.33153/brikolase.v11i1.2500.

[8] J. Fernando, “Pemanfaatan Media Sosial Instagram dalam membentuk Personal Branding Generasi Milenial,” KOMUNIKA, vol. 9, no. 1, 2022, doi: 10.22236/komunika.v9i1.7892.

[9] Y. Febrianty, D. Pitoyo, F. A. Masri, M. A. Anggreni, and Z. Abidin, “Peran Kearifan Lokal dalam Membangun Identitas Budaya dan Kebangsaan,” El-Hekam: Jurnal Studi Keislaman, vol. 7, no. 1, 2023.

[10] A. N. Muzaki, A. Trisiana, and E. S. Putri, “PEMAHAMAN MODEL PROJECT CITIZEN BAGI SISWA SMA/MA DALAM MEMPERKOKOH IDENTITAS NASIONAL,” Bhineka Tunggal Ika: Kajian Teori dan Praktik Pendidikan PKn, vol. 9, no. 1, 2022, doi: 10.36706/jbti.v9i1.16193.

[11] N. A. F. Diba and P. Dwitasari, “Desain Merchandise untuk Media Pendukung Promosi Kabupaten Tulungagung Sebagai ‘Kota Cethe,’” Jurnal Desain Idea: Jurnal Desain Produk Industri Institut Teknologi Sepuluh Nopember Surabaya, vol. 21, no. 1, 2022, doi: 10.12962/iptek_desain.v21i1.12637.

[12] J. Indiana, “KEANEKARAGAMAN PENGERTIAN YANG MELIPUTI ILMU DAN SENI,” TAMUMATRA: Jurnal Seni Petunjukan, vol. 2, no. 1, 2019, doi: 10.29408/tmmt.v2i1.1519.

[13] D. A. Daniswara, “Pembuatan Film Dokumenter Tentang Kopi Ijo dan Seni Cethe Khas Kota Tulungagung,” Tesis, 2018.

[14] M. R. Aji Saputra, D. A. Gede Agung, and A. N. Efendi, “Nilai Budaya dan Historis Bangunan Museum Keraton Sumenep sebagai Muatan Karakter Profil Pelajar Pancasila,” GHANCARAN: Jurnal Pendidikan Bahasa dan Sastra Indonesia, 2022, doi: 10.19105/ghancaran.vi.7085.

[15] L. P. Pertiwi and E. S. Indrawati, “HUBUNGAN ANTARA IDENTITAS SOSIAL DENGAN PERILAKU MEMBELI AKSESORI MOBIL PADA KOMUNITAS GREAT COROLLA DI MAGELANG,” Jurnal EMPATI, vol. 8, no. 1, 2019, doi: 10.14710/empati.2019.23599.

[16] Firdaus and D. S. Wijaksono, “PRODUKSI FILM DOKUMENTER ‘SPIRIT OF JAVA GAMELAN,’” Medium, vol. 10, no. 1, 2022, doi: 10.25299/medium.2022.vol10(1).9056.

[17] F. aulia Ficky, “(SEBUAH ALTERNATIF) PENGEMBANGAN SKEMA PERANCANGAN IDENTITAS VISUAL BAGI DESAIN KOMUNIKASI VISUAL,” JURNAL Dasarrupa: Desain dan Seni Rupa, vol. 5, no. 1, 2023, doi: 10.52005/dasarrupa.v5i1.141.

[18] Y. T. Laksono, “ANALISIS BRAND COMMUNICATION SEBAGAI PENINGKATAN LOCAL PRODUCT PLACEMENT OLEH CREATIVEPEDIA,” Sintesa, vol. 2, no. 02, pp. 93–112, Jul. 2023, doi: 10.30996/sintesa.v2i02.8686.

[19] A. ASRIN, “METODE PENELITIAN EKSPERIMEN,” Maqasiduna: Journal of Education, Humanities, and Social Sciences, vol. 2, no. 01, 2022, doi: 10.59174/mqs.v2i01.24.

[20] S. Anholt, “Competitive Identity: A new model for the brand management of nations, cities and regions,” Policy & Practice - A Development Education Review, no. 4, 2007.