Strategi Pengembangan Usaha Produk Jamu Tradisional Pada UMKM Jember Green Herbalist Di Kabupaten Jember

Rahma, Nuzhula Selfyna (2026) Strategi Pengembangan Usaha Produk Jamu Tradisional Pada UMKM Jember Green Herbalist Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The increasing public awareness of healthy lifestyles has led to a growing demand for natural herbal beverages. This trend presents a promising opportunity for Jember Green Herbalist, a micro, small, and medium enterprise (MSME) engaged in the production of traditional herbal medicine. However, the business still faces several challenges, including an unclear value proposition, limited digital marketing activities, and insufficient branding and product differentiation. This study aims to analyze the existing business model, identify the internal and external factors influencing the business, and formulate appropriate business development strategies for Jember Green Herbalist. This research employed a descriptive qualitative approach using the Business Model Canvas (BMC) and SWOT analysis. Data were collected through observation, interviews, and questionnaires, using a purposive sampling technique. The findings indicate that the business model has incorporated all nine elements of the Business Model Canvas; however, several aspects require further improvement, particularly the value proposition, marketing channels, customer relationships, and digital promotional activities. Based on the SWOT analysis, the recommended business development strategies emphasize leveraging the company's internal strengths to capitalize on market opportunities through stronger branding, optimization of digital marketing, consumer education regarding product benefits, more attractive packaging design, expansion of strategic partnerships, and product innovation tailored to consumer needs. These strategies are expected to enhance the competitiveness and long-term sustainability of Jember Green Herbalist.

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