Patterns and Marketing Strategies of Herbal Medicine at Sukoharjo Regency
Article Sidebar
-
herbal medicine, marketing patterns, marketing strategies
Abstract
The development of the herbal industry, especially in the sector of herbal medicine, is increasingly gaining momentum. The COVID-19 pandemic has heightened the demand for a healthy life. Consequently, many institutions are involved in the marketing and distribution of herbal products. This study aimed to analyze the institutions involved, marketing patterns, and marketing strategies for industrially processed herbal medicine products. A qualitative approach with descriptive analysis was employed in this study. Data collection methods included observation, literature study, and interviews with informants. The key informants in this research included herbal medicine business actors and market managers. These business actors consist of herbal medicine processors and marketers. This research was conducted in Sukoharjo Regency. The results show that the institutions involved in the marketing chain of herbal medicine products comprise raw material suppliers, manufacturers functioning as distributors, retailers, and consumers. The marketing chain for processed herbal medicine products can be categorized into 6 marketing channels. The marketing strategies for industrially processed herbal medicine products that can be implemented include promotion via social media; employing a super value strategy; adding distribution agents; developing research on standardization and market opportunities; and innovation in industrially processed herbal medicine products.
Full text article
References
Andryas, P., Pujianto, T., & Putri, S. H. (2023). Penerapan strategi pemasaran digital pada usaha jamu Si Nok dengan menggunakan Metode SOSTAC. Jurnal Ekonomi Pertanian Dan Agribisnis (JEPA), 7(2), 674–685.
Ayu, K. C., Puspitojati, E., & Nurlaela, S. (2022). Analysis of Digital Marketing Strategies for Herbal Medicine Products (Case Study at “X” Herbal Industry in Yogyakarta, Indonesia). Journal of Multidisciplinary Studies, 11(2). https://doi.org/10.62249/jmds.2013.2428
Bejarano, M. J. S., Rodrigues, T. S., Sánchez, C. M., Al-Ghanim, K., & Al-Saidi, M. (2020). Promoting sustainable businesses for strong local communities: Qatar’s wild herbal plants industry. Energy Reports, 6, 80–86. https://doi.org/10.1016/j.egyr.2020.10.058
Booker, A., Johnston, D., & Heinrich, M. (2012). Value chains of herbal medicines - Research needs and key challenges in the context of ethnopharmacology. Journal of Ethnopharmacology, 140(3), 624–633. https://doi.org/10.1016/j.jep.2012.01.039
Booker, A., Johnston, D., & Heinrich, M. (2015). Value Chains of Herbal Medicines-Ethnopharmacological and Analytical Challenges in a Globalizing World. Evidence-Based Validation of Herbal Medicine, 29–44. https://doi.org/10.1016/B978-0-12-800874-4.00002-7
Chali, B. U., Melaku, T., Berhanu, N., Mengistu, B., Milkessa, G., Mamo, G., Alemu, S., & Mulugeta, T. (2021). Traditional Medicine Practice in The Context of Covid-19 Pandemic: Community Claim in Jimma Zone, Oromia, Ethiopia. Infection and Drug Resistance, 14, 3773–3783. https://doi.org/10.2147/IDR.S331434
Choudhury, A., Singh, P. A., Bajwa, N., Dash, S., & Bisht, P. (2023). Pharmacovigilance of herbal medicines: Concerns and future prospects. Journal of Ethnopharmacology, 309(March), 116383. https://doi.org/10.1016/j.jep.2023.116383
Christiyani, A. (2019). Pembangunan Sosial oleh Paguyuban Jamu Gendong Lestari melalui Sektor Ekonomi Kreatif. Aspirasi: Jurnal Masalah-Masalah Sosial, 10(2), 155–170.
Istiqomah, A. D., Dewanti, A. A. P., Izzalqurny, T. R., & Firmansyah, R. (2022). Analisis Studi Kelayakan Bisnis Jamu Tradisional (Handmade). Prosiding National Seminar on Accounting, Finance, and Economics, 2(1), 25–33.
Khan Khayru, R., & Issalillah, F. (2021). Study on Consumer Behavior and Purchase of Herbal Medicine Based on The Marketing Mix. Journal of Marketing and Business Research, 1(1), 1–14.
Lesmayati, S., Qomariah, R., Awanis, & Pramudyani, L. (2021). The Impact of Covid-19 Pandemic on People’s Behavior and Herbal Drink (Jamu) Processing Businesses in Banjarbaru, South Kalimantan. E3S Web of Conferences, 306(March 2020), 1–9. https://doi.org/10.1051/e3sconf/202130602046
Maulan, R., & Fikriah, V. (2020). Edukasi Pengemasan dan Pemasaran Bagi Penjual Jamu Gendong di Lebak Bulus, Cilandak Jakarta Selatan. Seminar Nasional Pengabdian Masyarakat LPPM UMJ, 1–9.
Munica, R. D., Ulya, M., & Fakhry, M. (2017). Analisis Strategi Pengembangan Industri Jamu Tradisional di Kabupaten Bangkalan - Madura. Agrointek, 11(2), 84. https://doi.org/10.21107/agrointek.v11i2.3057
Nur’aini, E. D., Wahyuni, S., & Widodo, J. (2019). Strategi Saluran Distribusi Obat Tradisional Pada Pt Karya Pak Oles Tokcer. JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 13(2), 55. https://doi.org/10.19184/jpe.v13i2.10680
Orivia, A. I., Cantika, J., Nanggala, A., & Rusdiyatmi, N. (2021). Pengaruh Variabel Bauran Pemasaran ( Marketing Mix ) Terhadap Keputusan Pembelian Konsumen : Studi Kasus pada Kafe Jamu Sukoharjo. Seminar Nasional & Call for Paper Hubisintek 2021.
Primiani, C. N., Pujianti, & Setiawan, M. A. (2021). Peningkatan Mutu Produk Jamu Home Industry pada Kelompok Jamu Gendong Desa Karangrejo Kabupaten Magetan di Masa Pandemi Covid-19 Cicilia. 2(2), 142–149.
Purnaningsih, N., Mawasti, T., & Saraswati, Y. (2017). Analisis Kebutuhan Pendampingan dan Kompetensi Pendamping Pelaku Usaha Industri Jamu. Jurnal Jamu Indonesia, 2(2), 68–85.
Ritonga, W., Fitrawaty, Panggabean, D. D., Oktara, M., Harahap, M. H., Irfandi, & Syah, D. H. (2021). Peningkatan Kualitas Produk Olahan Jamu Tradisional Pada Masa Pandemi Covid-19 Di Desa Kolam (Improving The Quality Of Processed Traditional Herbal Products During The Covid-19 Pandemic In Kolam Village). INTEGRITAS: Jurnal Pengabdian, 5(2), 324–331.
Rosales-Mendoza, S. (2020). Will plant-made biopharmaceuticals play a role in the fight against COVID-19? Expert Opinion on Biological Therapy, 20(6), 545–548. https://doi.org/10.1080/14712598.2020.1752177
Salatoen, M. R., Agribisnis, P., & Pertanian, F. (2015). Analisis Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Volume Penjualan Jamu Herbal (Studi Kasus pada PT. Perusahaan Jamu Tradisional Dr. Sardjito). Jurnal Dinamika Sosial Ekonomi, 16(2), 63–78.
Salimah, S., Akhmad, S., Winarso, K., F, R. A., & Nabila, U. (2022). Rancangan Kinerja Rantai Pasok Cabe Jamu Kabupaten Sumenep dengan Pendekatan Value Stream Mapping. Matrik: Jurnal Manajemen & Teknik Industri-Produksi, XXIII(1), 31–38. https://doi.org/10.350587/Matrik
Salsabila, & Supriana, T. (2018). Strategies to increase the consumption of traditonal medicine in Medan. IOP Conference Series: Earth and Environmental Science, 122(1). https://doi.org/10.1088/1755-1315/122/1/012006
Senachai, P., Julsrigival, J., & Sann, R. (2022). Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process. International Journal of Environmental Research and Public Health, 19(14). https://doi.org/10.3390/ijerph19148416
Setyowati, N., Masyhuri, Mulyo, J. H., Irham, & Yudhistira, B. (2023). The hidden treasure of wedang uwuh, an ethnic traditional drink from Java, Indonesia: Its benefits and innovations. International Journal of Gastronomy and Food Science, 31(February), 100688. https://doi.org/10.1016/j.ijgfs.2023.100688
Stephanie, Arafah, N. N., Jacelyin, Tanujaya, P. P., Pramita, N., Astuti, D., Tan, C., Hasana, E. N., Cuandra, F., & Zai, I. (2022). Analisis Sistem Rantai Pasok dan Sistem ERP PT Industri Jamu dan Farmasi Sido Muncul Tbk. Jurnal Disrupsi Bisnis, 5(3), 176–188.
Subagyo, B., Sartono, S., & Lagasa, K. D. (2022). Strategi pengembangan usaha jamu dalam mempertahankan eksistensi jamu tradisonal Mbah Gedong di Rejotangan Tulungagung. Business, Entrepreneurship, and Management Journal, 1(1), 1–13.
Susilawati, S., & Hikmatulloh, H. (2021). Bisnis Ukm Jamu Raden Sri Rastra Di Masa Pandemi Covid-19. Swabumi, 9(1), 57–63. https://doi.org/10.31294/swabumi.v9i1.10133
Widagdo, C. K. (2021). Analisa Keberlanjutan dan Lokasi Industri Jamu di Kecamatan Nguter Kabupaten Sukoharjo. Universitas Muhammadiyah Surakarta.
Wu, Y., & Liu, W. (2023). Sustainable and optimal design of Chinese herbal medicine supply chain network based on risk dynamic regulation mechanism. SN Applied Sciences, 5(6). https://doi.org/10.1007/s42452-023-05367-y
Xiong, Y., Li, M., Sun, P., Liang, W., Hornbeck, R. G., Che, X., Rao, C., Zhao, Y., Guo, L., Huang, Y., Yang, H., Li, P., Kroes, B. H., Cui, X., Franz, G., & Wang, M. (2022). Market access for Chinese herbal medicinal products in Europe—A ten-year review of relevant products, policies, and challenges. Phytomedicine, 103(May), 154237. https://doi.org/10.1016/j.phymed.2022.154237
Authors
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium