Abstract :

Wedang Sirih Rempah, is a herbal beverage prepared from herbal spices produced by one herbal beverages company in Central Java Province, Indonesia. The purpose of this study was to identify internal and external elements as well as alternative and priority strategies for marketing the new product Wedang Sirih Rempah. This study used descriptive qualitative and quantitative approaches and was conducted from January to June 2023. CV Mamigus Restu Bagus was used as the company case study. Purposive sampling was employed to identify study locations, and purposive sampling was also utilized to pick respondents. Primary data and secondary data were utilized as supporting data. The data collected through observation and direct interviews with the company’s key informants were then described using a qualitative descriptive method. While the data acquired through surveys with key informants and supporting informants were examined quantitatively using SWOT analysis and QSPM. The findings of the interviews and observations yielded the factors of strengths, weaknesses, opportunities, and threats. The findings of data analysis suggested that the priority strategy in marketing Wedang Sirih Rempah was to perform and increase offline and online promotions through social media and marketplaces, with the maximum TAS score of 6.54. That was, this strategy then be proposed to the corporation for use in the marketing of Wedang Sirih Rempah in order to increase the market share of the company.

---

Keywords :

Marketing Strategy, QSPM, SWOT, Wedang Sirih Rempah.

---

References :

1. Akbar, M. J., Qurtubi, Q., & Maghfiroh, M. F. N. (2022). Marketing Strategy Planning Using SWOT and QSPM Method to Increase Rice INTECH Journal of Industrial Engineering, University of Serang Raya, 8(1), 61–67. https://doi.org/10.30656/intech.v8i1.4595.
2. Chandrasekara, A., & Shahidi, F. (2018). Herbal beverages: Bioactive compounds and their role in disease risk reduction – A Journal of Traditional and Complementary Medicine, 8(4), 451–458. https://doi.org/10.1016/j.jtcme.2017.08.006.
3. Fauzan, D. (2022). Marketing Strategy for Turmeric Simplisia (Case Study of P4S Menoreh Herbal, Magelang). Yogyakarta: Polbangtan Yogyakarta-Magelang.
4. Furqon, M. (2019). Analysis of the Implementation of the Marketing Mix Strategy in Increasing Business Income (Study at the Barokah Turen Gold Shop, Malang, East Java).
5. Hamsal, & Eva Sundari. (2022). Marketing Strategy for Pharmaceutical Product Business During the Covid 19 Pandemic Strategy at PT Ferron Par Pharmaceutical (Case Study of Increasing Sales Volume of Pharmaceutical Products). Company: Shariah Economy Group Journal, 5(1), 46–54. https://doi.org/10.25299/syarikat.2022.vol5(1).9453.
6. Mujiastuti, R., Latifah, R., & Hendra, H. (2019). Determination of the Type of Marketing Strategy Using the SWOT and QSPM Methods for Fashion SMEs in the Technology-Based Milling FIFO Scientific Journal, 11(1), 52. https://doi.org/10.22441/fifo.2019.v10i1.006.
7. Mulyani, R. (2021). Marketing Strategy To Increase Sales At PT Bima Sakti Mutiara. Mataram: Muhammadiyah University of Mataram.
8. Ningrum, D. P. (2020). Marketing Mix for Chocolate Es Chockles Business Marketing Mix ‘Chocolate Es Chockles’ Business in Yogyakarta City. 3(1).
9. Prayudi, D., & Yulistria, R. (2020). The Use of the SWOT Matrix and the QSPM Method in the Marketing Strategy for Wedding Organizer Services: A Case Study on Gosimplywedding Sukabumi MSMEs. Maksipreneur Journal: Management, Cooperatives, And Entrepreneurship, 9(2), 225. https://doi.org/10.30588/jmp.v9i2.516.
10. Rangkuti,           (2015).         Personal         SWOT          Analysis.         PT Gramedia         Pustaka Utama. https://books.google.co.id/books?id=TRhIDwAAQBAJ&printsec=frontcover&dq=Teknik+membedah+kasus+bisnis&hl=id &newbks=1&newbks_redir=0&source=gb_mobile_search&ovdme=1&sa=X&ved=2ahUKEwi7- dWcj5aAAxV4xzgGHRzLBh0QuwV6BAgGEAc#v=onepage&q=Teknik%20membedah%20kasus%20bisnis&f=false. Retrieved July 18, 2023.
11. Rangkuti, (2006). SWOT Analysis Techniques for Dissecting Business Cases. PT Gramedia Pustaka Utama. https://books.google.co.id/books?id=UHV8Z2SE57EC&pg=PA19&dq=Swot&hl=id&newbks=1&newbks_redir=0&source= gb_mobile_search&ovdme=1&sa=X&ved=2ahUKEwjzu- PiyeX_AhUboGMGHawWAHQQuwV6BAgJEAc#v=onepage&q=Swot&f=false. Retrieved 28 June 2023.
12. Retno, A. K. (2018). Herbal medicine marketing strategy, case study on the herbal medicine company Mushroom Dewa in Malang district (Vol. 1).
13. Rian,             W.            (2013).           Indonesian           Traditional           Drinks. Gulayava    Ministudio. https://books.google.co.id/books/about/Minuman_Tradisional_Indonesia.html?id=DDBCAgAAQBAJ&redir_esc=y. Retrieved 11 February 2023.
14. Samirana, P. O., Swastini, D. A., Ardinata, I. P. R., & Suarka, I. P. S. D. (2017). Determination of Chemical Content Profile of Binahong Leaf Ethanol Extract (Anredera climbing (L. Moq.). Udayana Pharmacy Journal, 23. https://doi.org/10.24843/jfu.2017.v06.i01.p05.