Proposed Marketing Strategy to Increase Brand Awareness and Purchase Intention of Sliced Tobacco for PT. Taru Martani 1918

: Tobacco is a leading agricultural commodity in Indonesia. So that it can improve the national economy and improve the welfare of local farmers. Cigarette consumers in Indonesia are very high because people in Indonesia have a smoking culture that has been passed down from generation to generation until today. This triggers the development of cigarette companies in the market. PT Taru Martani is a tobacco company that produces sliced tobacco and cigars. PT Taru Martani has been operating since 1918. However, brand awareness at PT Taru Martani is still low. Therefore, this study aims to obtain a strategy to increase brand awareness and purchase intention at PT Taru Martani. The external analysis used by the author is PESTLE analysis, Porter's Five Forces analysis, customer analysis, and competitor analysis. While the internal analysis uses marketing mix analysis, VRIO analysis, and STP analysis. Then internal and external factors were analyzed using SWOT analysis, TOWS analysis, and QSPM analysis. Based on the results of the research, it is known that the causes of problems at Taru Martani are: lack of brand awareness, the use of digital platforms that are not optimal, and product distribution that is not widely distributed. The strategies generated based on the analysis are marketing strategies based on culture and lifestyle, increasing and expanding promotional activities by utilizing social media platforms and online marketing channels to increase visibility and brand awareness, increase product information updates and communicate the advantages of Taru Martani products to consumers, expand networks distribution, focus on product and service quality, as well as discount and promotional offer strategies.


INTRODUCTION
Currently, e-cigarettes are very popular in Indonesia. Many conventional cigarette users switch to e-cigarettes for various reasons. The reason that is often heard is because electric cigarettes are cheaper than conventional cigarettes that are widely circulated. This makes conventional cigarette companies rack their brains to compete with the presence of e-cigarettes in society. While on the other hand, the government increased cigarette excise. As is known, the government has just announced an increase in the average excise rate on tobacco products for 2 years at once by 10% in 2023 and 2024. For machine-rolled kretek cigarettes (SKM) class I and II, the average excise rate increase is 11.5% to 11.75%. For class I and II machine white cigarettes (SPM), the excise rate was increased by 11% to 12%. Then for hand-rolled kretek cigarettes (SKT) groups I, II, and III, the excise rate will be increased by 5% [5].
PT Taru Martani is a company engaged in the tobacco industry. The types of products sold by PT Taru Martani are sliced tobacco and cigars. This type of product is a type of conventional cigarettes. PT Taru Martani needs to follow the current business problem situation in order to compete with e-cigarettes as a competitor. Marketing promotion for Taru Martani was minimal, mostly only canvas, social media, and promotional media (jar displays, t-shirts, banners). For example, promotion on social media Instagram is also very minimal compared to other cigarette industries, especially e-cigarettes. This can be seen from the number of followers of Taru Martani, which only has 6182 followers and is not very active in daily posts. So that it can affect brand awareness and lead to low sales. The use of Instagram and the traditional marketing promotion tool Taru Martani is considered less effective due to the decrease in the number of sales transactions.
Based on preliminary interviews conducted with 10 consumers of Taru Martani products who still consume Taru Martani products and no longer consume Taru Martani products, on average they have consumed Taru Martani products for 3 years. They started using Taru Martani products during the pandemic, because during the pandemic many people experienced a decrease in their income. So that Taru Martani sliced tobacco is an alternative to the cigarettes they usually consume, this is because Taru Martani sliced tobacco has a lower price than cigarettes on the market. Taru Martani sliced tobacco includes hand-rolled kretek cigarettes which must be rolled before consumption. Besides the low price, they also like the taste and aroma of Taru Martani products.

RESULT AND ANALYSIS
To find out the problems that occur at PT Taru Martani and provide solutions to these problems, the author must analyze the company's environment. Analysis conducted by the author in the form of external analysis and internal analysis. External analysis uses PESTLE analysis, Porter's 5 Forces analysis, customer analysis, and competitor analysis. Meanwhile, internal analysis uses marketing mix analysis, VRIO analysis, and STP analysis. Then internal and external factors were analyzed using SWOT analysis, TOWS analysis, and QSPM analysis.

A.
PESTLE Analysis PESTLE analysis is used to determine political, economic, social, technological, legal and environmental factors whether these factors are threats or opportunities for Taru Martani. The political factor at PT Taru Martani poses a threat to the company because the Indonesian government has issued a law on tobacco control, imposed high taxes on tobacco products to reduce tobacco consumption and increase state revenues. The economic factor is an opportunity for PT Taru Martani because the low economic situation will make people who consume cigarettes switch to cheap cigarettes, including PT Taru Martani's products. Social factors become opportunities because the culture, habits and views of the Indonesian people towards tobacco can influence the demand for, sales and profits of tobacco companies. In addition, social influence can increase the demand for cigarettes. The technological factor is a threat because technological advances have led to the development of e-cigarettes and other alternative tobacco products, which can have an impact on consumption of traditional tobacco including Taru Martani. The legal factor is a threat because the Indonesian government has implemented various laws and regulations related to the tobacco industry, such as the Tobacco Control Law and the National Tobacco Control Strategy, Minister of Finance Regulation 161/PMK.04/2022 explaining that tobacco products are subject to import duties, and Legal actions related to smoking-related illness or death can result in lawsuits and financial losses for tobacco companies. Environmental factors are a threat to companies because the environment can also affect the tobacco industry due to crop failure, this will affect the supply of raw materials for making tobacco.

B.
Porter's 5 Forces Analysis Porter's 5 Forces analysis is used to analyze: Competition in the tobacco industry is high because it is a very competitive industry. In this industry there are many brands competing for a bigger market share. Competition in the sliced tobacco industry can be seen from several aspects, including product quality, price, marketing, and innovation. The large number of Indonesian people who consume cigarettes, so each brand tries to maintain its market share and develop its business in a more innovative and effective way; The potential for new entrants to the industry is low because it is difficult for new companies to establish conventional cigarette companies because they have to educate culture, history, and have distinctive characteristics regarding the taste and aroma of the product; Bargaining Power of Suppliers is low because many companies enter into contracts with suppliers, besides that PT Taru Martani has more than one supplier and does not depend on one supplier; Bargaining Power of Buyers is high because customer power greatly influences the price of Taru Martani products. Customers can influence the price and quality of services provided. There are alternative products or brands that are generally offered by the market, but prices with good service and ease of obtaining products as well as offering certain special characteristics will be chosen by customers; The threat of substitute products is high because there are new types of cigarettes that are already on the market, for example e-cigarettes.

D. Competitor Analysis
Competitors are determined based on companies that produce sliced tobacco with almost the same market and in the area of Java Island. Understanding competitor analysis allows one to recognize the strength and weakness of businesses in an industry. This can be useful in figuring out how to sell and distribute things.

Strength/ Weakness for Taru Martani Product variation
Has 5 product variations on sliced tobacco. Offers products weighing 30-75 grams for sliced tobacco.
Has 2 product variations. Offers products weighing 60 grams and 1000 grams for sliced tobacco.

Blending of product
Using more than one type of tobacco in one product.
Only use one type of tobacco in one product Only use one type of tobacco in one product

Price
Prices start from IDR 9,000 -IDR 20,000 for sliced tobacco products

E.
Marketing Mix Analysis The author uses the 4P marketing mix, because Taru Martani is not a company that provides services. Products are something that can be sold by a company, whether in the form of services, goods, or digital products. PT Taru Martani has two types of products, namely cigars and sliced tobacco. Both are the main products of PT Taru Martani. However, in this study, the authors focused on sliced tobacco products. PT Taru Martani's sliced tobacco products are Violin, Virgin Royal, Royal Bourbon, 18 Rolling Tobacco, Mundi Victor, and Countryman.
Price is the cost that must be incurred by target consumers to buy or use the product offered. Pricing depends on the value of the product that can be felt by consumers. PT Taru Martani's product prices range from low to high, depending on product variations.
Promotion is a way to promote your product in order to reach the target market thereby generating sales. Promotions carried out by PT Taru Martani are currently in the form of canvases, social media content, storefronts, banners, t-shirts. Besides that, Cafe Taru Martani also often provides bundling packages by buying coffee milk which will get a discount. Apart from milk coffee, Taru Martani Cafe has also provided several promos with tobacco rolling bundling packages. Place refers to the location where consumers can find, use, access or purchase the products provided. Apart from being in the form of a physical location such as a shop, office, factory or warehouse, nowadays elements of a place can also take a digital form such as social media, marketplaces, websites and others. The place owned by PT Taru Martani is a factory located on Jl. Kompol Bambang Suprapto No. 2A, Baciro, Kec. Gondokusuman, City of Yogyakarta, Special Region of Yogyakarta. Taru Martani products are sold at the Taru Martani Cafe which is in the factory yard. Apart from that, Taru Martani is also sold to several distributors outside the city of Jogja. However, not all tobacco distributors outside the Yogyakarta area sell Taru Martani products, so only certain cities. The current company segmentation is shown in the table above, and as can be seen, it is divided into four parts. Various factors that affect segmentation include monthly income, age, location, social class, routines, and lifestyles. Based on the table above, the target market for Taru Martani is segment 2.

F. VRIO Analysis
The positioning of Taru Martani products is still at the regional level. The majority who know Taru Martani products are people who are in Yogyakarta. In addition, the Saus Iris tobacco product has a target market for smokers who have middle to lower incomes because the price is affordable and relatively cheaper compared to conventional cigarettes that are generally circulating with the same taste. But when compared to electric cigarettes, electric cigarettes are more practical to use. 9 points of marketing positioning: Target Segment: Target segment 2 Customer Problem: Cigarette prices are increasing due to increased excise duty on certain excise codes, tired of the many cigarettes circulating in the market. Customer Jobs-To-Be-Done: Fulfilling consumer desires in smoking, preserving traditions and getting the essence of rolling tobacco and consuming cigars, tasting conventional cigarettes. Frame of Reference: Obtaining a different essence of smoking by rolling the tobacco first (Queen Bee and PT Indonesia Tobacco Tbk). Basic Requirements: Have sliced tobacco products Unique Value Proposition: Taru Martani products have their own unique blending, Taru Martani. Taru Martani uses more than 1 type of tobacco in the manufacturing process so that without using any flavor, Taru Martani's products have a unique, distinctive taste. In addition, the various treatments in the tobacco drying process result in a large variety of products. Reason to Believe: The third oldest cigarette factory in Indonesia. PT Taru Martani, which has been established since 1918, places its brand as a heritage because it is the 3rd oldest tobacco company in Indonesia, its products have been around for a long time. Based on a preliminary survey conducted on 10 consumers, Taru Martani products have a delicious taste and aroma. The product is a blend of several types of tobacco. Distinction to Competitor: Prices are low compared to competitors. Emotional Benefit: stress relief, improved mood, social connections, rituals or habits. Positioning Statement: Taru Martani products are aimed at active smokers who provide the essence of cigarettes in a conventional way. Sliced tobacco products can be aimed at people who want to experience smoking at a lower cost.

H. SWOT Analysis
The TOWS Matrix can assist companies in identifying and developing strategies that are appropriate to the internal and external situations they face.  (10) Taru Martani has the lowest product price when compared to competitors (Competitor Analysis) (11) Taru Martani uses more than one type of tobacco in a product, when compared to its competitors (Competitor Analysis) countries. By leveraging its reputation and signature to attract market interest (S3, O2, O8, O11) (5) Marketing strategy based on culture and lifestyle (S3, O5, O8)

I.
QSPM Analysis QSPM (Quantitative Strategic Planning Matrix) is a matrix used to determine strategic priorities to be implemented. Before designing the QSPM matrix, the writer must weight each internal and external factor, which will then be multiplied by the attractive score to get the total attractive score. Weighting uses EFE (External Factor Evaluation) and IFE (Internal Factor Evaluation).

External Factors Weight No. Opportunities 1
The decline in the economic condition of individuals who consume cigarettes will make them switch to cheaper types of cigarettes, for example sliced tobacco sauce 0.119

2
The tobacco industry in Indonesia often targets young adults, who are particularly vulnerable to peer pressure and social influence, thereby increasing the demand for cigarettes 0.095

3
In Indonesia, smoking is often seen as part of the culture and lifestyle 0.095 4 Product attributes positively influence purchase intention 0.119 The Indonesian government has passed a law on tobacco control that prohibits tobacco advertising and the sale of tobacco products to children and imposes health warning labels on cigarettes Focus on product and service quality 4.649 6 Discount and promotion offer strategy 2.647

BUSINESS SOLUTION
There are sixteen strategies resulting from TOWS analysis that can be implemented by Taru Martani to increase brand awareness. However, researchers adjust the strategies that can be implemented by Taru Martani according to Taru Martani's capabilities. Of the sixteen strategies selected, there are six strategies that can be implemented by Taru Martani in the near future. Then from the results of the QSPM analysis, the six strategies have been sorted, which are the first to sixth priority strategies. So based on the results of the author's analysis, the following is the sequence of strategies for Taru Martani: Expand distribution network Taru Martani can cooperate with tobacco distributors or agents to expand distribution to areas that have not been covered by Taru Martani. Therefore, Taru Martani must make it easier for customers to find and identify their products if they want to seize the cheap cigarette market, including sliced tobacco.

Increasing product information updates and communicating about the superiority of Taru Martani's products to consumers
The lack of updates regarding product information on Taru Martani's website and social media can be overcome by increasing the number of posts and updating the latest information about products. This can make it easier for consumers and accelerate consumers in purchasing decisions. Taru Martani must convey product values and product advantages clearly, so that these values can be enjoyed by consumers. In addition, being active on social media and increasing interaction with followers can make it easier for companies to analyze consumer desires. This can be in the form of creating interesting content, posting regularly on social media, interacting with followers (replying to comments, direct messages, holding quizzes, etc.), and regularly updating information about product changes.

Improved and expand promotional activities by leveraging social media platforms and online marketing channels to increase visibility and brand awareness
Hold special promotions, discounts or special offers by making product bundling packages with several types of products, bundling packages with tobacco rolling tools, or giving free products for purchases with a specified minimum amount. Utilizing social media to increase social media engagement (increase followers) by holding a giveaway with terms and conditions. This can make people more familiar with products of Taru Martani .

Marketing strategy based on culture and lifestyle
Utilizing the views and habits of the Indonesian people towards tobacco as part of their culture and lifestyle. Taru Martani can communicate traditional values and the authenticity of its products to build emotional relationships with consumers who value these values. This can also strengthen the company's branding and image as a cigarette brand that has a long history and guaranteed quality. This can be done by posting on social media about the culture of smoking sliced tobacco from their ancestors, web design that educates about the history of sliced tobacco and smoking culture, and designing packaging that is unique and attractive by showing cultural values.

Focus on product and service quality
Facing intense competition in the industry and the influence of customers in choosing tobacco products, Taru Martani needs to take advantage of product advantages, maintain the taste of products that have high demand from consumers, improve product quality for products that are less desirable, especially tobacco flavors, and improve service by improving interactions with customers.

Discount and promotion offer strategy
To broaden the consumer base and boost sales, discounts and promotions are made accessible through official online channels, such as websites or applications, in addition to Café Taru Martani. Use efficient web marketing techniques to draw in and keep consumers, such as customer loyalty programs, discounts, or product mashups.

A.
Conclusion Analysis of external factors used by the author is PESTLE analysis, Porter's Five Forces analysis, customer analysis, and competitor analysis. While the internal factor analysis used by the author is Marketing Mix analysis, VRIO analysis, and STP analysis. From the results of the analysis of these factors obtained external and internal factors that affect business at Taru Martani.
External factors that become opportunities for Taru Martani are decline in economic conditions, social influence to someone, smoking culture and lifestyle, and product attributes, have a lot of suppliers. Meanwhile, external factors that pose a threat to Taru Martani are government regulations on tobacco product control, technology advances, regulations of the Ministry of Finance regarding tobacco customs regulation, crop failures, and e-cigarettes.
The internal factors that have become Taru Martani's strengths are product variations, product prices, company history, and the composition of sliced tobacco that gives it a distinctive taste. While the internal factors that are Taru Martani's weaknesses are low brand awareness, promotion, distribution, and less active websites. To increase brand awareness and purchase intention the authors suggest expanding the distribution network. Establish partners with distributors in areas that have not been reached by Taru Martani. Making it easier for consumers to obtain and see or get to know Taru Martani products. If the product is widely spread, it can make it easier to replace other brands that run out in a store or area. That way it can increase purchase intention.

B. Recommendation
To increase brand awareness, Taru Martani should expand its distribution network, regularly update product information and create interesting, informative and useful content on social media. In addition, to increase purchase intention, Taru Martani should focus on product attributes and create product campaigns about culture and lifestyle, especially on social media (because it's easier to catch by the audience) to increase brand awareness through culture and lifestyle.