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Journal : Education Journal: Journal Educational Research and Development

Analisis Strategi Pemasaran Pada Produk UMKM Minuman Herbal “BIYENG” Munawaroh, Siti; Redjeki, Sri; Prasetiyorini, Pudhak
Education Journal : Journal Educational Research and Development Vol. 8 No. 2 (2024)
Publisher : LPPM Universitas PGRI Argopuro Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31537/ej.v8i2.1924

Abstract

Biyeng Herbal Drink is a brand of MSME product that is in great demand by the public and is already circulating in Banyuwangi Regency. Since the initial launch of the product until now, the marketing of Biyeng Herbal Drink has remained stable and production has increased among the people of Banyuwangi. The increase in production in one week reached 500 bottles, initially only producing 30-80 bottles per week. The marketing strategy used by Biyeng Herbal Drinks is able to face competition with similar products. The marketing of Biyeng Herbal Drink products is circulating amidst the popularity of contemporary drinks. The innovation created by the Biyeng Herbal Drink means that herbal drinks are no longer a drink that is put aside as a drink that is less popular with the public. This research focuses on analyzing the marketing strategy of Biyeng Herbal Drinks. The aim of the research is to determine the marketing strategy used in Biyeng Herbal Drinks. The research method uses descriptive-qualitative methods, with data collection techniques of observation, interviews and documentation. Data analysis techniques used include: data collection, data reduction, data display, and conclusion drawing/verification. The research results show that the Biyeng herbal drink segment is segmented based on demographics and product benefits. The target market is herbal drink connoisseurs and consumers who prioritize the benefits of products in the age range from teenagers to adults. Positioning lies in highlighting product characteristics, price and product quality. The marketing strategy used is the 4P marketing mix which consists of product, price, place and promotion. Even though there were several obstacles in the production and marketing process, Biyeng Herbal Drinks was able to find an alternative solution. Maintaining product quality, consistently informing about product procurement and maintaining relationships are ways to maintain consumer purchasing interest.
Co-Authors *, Ikhlas Abdul Aziz Abi Senoprabowo Abidin As, Zaenal Achyar, M. Munir Adhiputri, Artrien Adhirajasa, Danindra Rizq Adi Purwanto, Sayugo Agus Slamet Agustina Setiawan Ahmad Sofyan Ain Hajawiyah Ain Hajawiyah Alhan, Khusni Alif Utama, Al Fathir Ananda, Aditia Rajwita Rizki Anggraini, Fanny Anggraini, Feny Apptika, Noer Aprilia Wahyuning Fitri Aprilia, Bunga Aprilya, Nandyta Dewi Arif Rachman Arifa, Adzkia Noerma Arifin, Sukron AS, Zaenal Abidin Assyauqi, Sultonul Arif Aulia, Anisa Aulia, Frida Auliasari, Nafisatul Amiro Auluddin, Achmad Dzul Fikri Badrud Tamam Bakti, Alfonsus Aryo Sunu Baskoro, Reza Setyo Bayu Kanetro Bayu, Muhammad Cahya Purnama, Cahya Correia, Caetano Carceres Dari, Widuri Wulan Deny Setiawan Deva, Rendy Nur Devinta, Salzha Dewi Puspito Sari, Dewi Puspito Dhamayanti, Sintya Septa Dhoni Akbar Ghozali Dinarti, Siti Dwi Rahayu, Yayuk Dwian Hartomi Akta Padma Eldo Dwibin Kannapadang Dwirahayu, Yayuk Edy Burhan, Edy Elan Maulani, Isma Enday Mulyadi, Enday Eva Ari Wahyuni Fadhli, Khotim Fadila, Sisca Nurul Fajri, Moh Najikhul Fauzi Ahmad Muda Fauzi, Lukman Munawar Fauzia, Dina Eka febriansyah, dicky Febriansyah, Mukhamad Prima Febrianto, Adit Aulia Filia Icha Sukamto Firanti, Ariyanda Tri Firizki, Rayhan Syawal Firmania, Iftitah Firmansya, Aditiya Bayu Fredy Susanto Friyantika, Firda Fujilestari, Noer Apptika GANIE, DJUPIANSYAH Hamid, Darwan Handayani, Sri Handayani, Yanulia Harahap, Aletta Khaerunnisa Putri Hargiani, Fransisca Xaveria Hariyanto, Widia Eka Harjanto, Atta Putra Hartati Tuna, Hartati Harun, Galian Ramdani Hastami, Yunia Herawati, Fitriana Hermasari, Bulan K. Heru Totok Tri Wahono Hikmah Hayati, Ela Hilmy, Farhan Irawaty, Tinda Iswahyudi, Anggi Pradhita Jatu Aphridasari Kaimudin Kaimudin Kartikasari, M. Nur D. Khasanah, Rahma Maulida Khumaini, A. Syauqi Kirana, Gerardin Koesmawarni, Aisyah Kurnia, Dadan Kurniawati Kurniawati Kushartono, Toto Linda Agustina Luthfi Aji Ramdani M Syukri Marlina, Nina Siti Marmawi R . Marsiwi, Dwiati Masithah Akbar Mawarsari, Vennisa Dian Meilani, Gita Melinda, Dewi Putri Miftah Miftah, Miftah Mu'arofah, Binti Mu'aziyah, Siti Eneng Sururiyatul Much Ilham Novalisa Aji Wibowo Muh. Shofi Muhammad Rizki Kurniawan, Muhammad Rizki Musdalifah Musdalifah N, Nuarisma Nadiya Aliyah Roselyn Nafi’ah, Luthfiana Nurulin Nanang Wiyono Nanik Setyowati Nasriati, Ririn Nisa, Putri Nur Choirun Nugraha, Alfi Rizqi Nugraha, Muhammad Adi Nur Amaliah, Rizki Nurhadi Sasmita Nurul Istifadah Oetario Putro, R. Andy Oga Laksana, Medika Olyverdi, Reza P, Dahly Sukma Pandef Rudianto Permana, Danny Permanasari, Lolita Ponnaiah, Paulraj Prabowo Yudo Jayanto Pramudita, Andika Putra Prasiwi, Annisa Dheaning Tri Pratama, Backtiar Putra Prayoga, Wilda Pudhak Prasetiyorini Purwanti, Heni Meisya Purwanto, Sayugo Adi Purwanto, Sayugo Adi Puspita, Arum Diah Puspitasari, Sasi Putra, Saiful Aminudin Alkusuma Putri, Feby Rianti Viana Putri, Visy Yulia Rafsanjani, Mohamad Arief Rahmad Fajar Sidik, Rahmad Fajar Rahmadany, Muhammad Fa'iz Rahmadany, Muhammad Faiz Rahmawati, Alifiana Rahmawati, Vivi Regina, Mariska Ria Novianti Riane Pio Rismansyah Ristala, Harky Risti Dwi Ramasari Riyani, Cica Riyanto, Bagus Rochaeni, Atik Rohayatin, Titin - Rohmah, Isna Lailatur Rosita, Desyi RR. Ella Evrita Hestiandari Sa'idah, Siti Malimatus Safitri, Sulis Salsabila, Arini Nurillah Salsabila, Irma Nuraeni Saputra, Dimas Arif Saputra, Faisal Tomi Saputra, Meldi Anggara Saraswati, Arya Made Sridevi Selfi Handayani Selpiyana, Selpiyana Septiansyah, Bayu Septiyaningsih, Irma Setiawan, Agustina Shalihah, Farah Shochrul Rohmatul Ajija Sholichah, Alfiatus Siddha, Arlan Sidik, Achmad Siti Asiah Siti Sopiah, Siti Sonhaji Arif Sri Redjeki Sri Suryawati Sri Susanti Sri Widyastuti Suatin, Ricka Milla Subiyanto Hadi Saputro Sugeng Widada Sugeng, Santoso Suhessyani, Anggrita Esthi Sukarya, Asep Angga Ihza Sulistiono, Agus Sumiati, Wina Suryaningtyas, Annis Azhar Susanti, Reza Septi Suseno, Ari Suwarni Suwarni Syaharani, Trista Afifah Syarif Hidayat Tengku Riza Zarzani N Terubus Terubus, Terubus TINNEKE TUMBEL Tjahyono Tjahyono Tjahyono Trisni Suryarini Triyanta Triyanta Uki Retno Budihastuti Ulum, Rayhan Bakhrul Ulya, Uzmatul Ummah, Zalva Mu’allifatul Uswatun Hasanah, Nadiyatul Venissa Dian Mawarsari Vivien Dwi Purnamasari Wahyuni, Nurul Sri Waluyo Zulfikar Wardana, Aisyah Puspa Warsito Atmodjo Wati, Sulaiha Widya, Finda Ika Wijayanti, Lisma Meilia Winarsih, Eli Wulandari, Widuri Wulandari, Widuri Wulansari Prasetyaningtyas, Wulansari Wuryandari, Maria Yamardi, Yamardi Yasir Arafat, Yasir Yeni solfiah, Yeni Yusuf Wahyudi