STRATEGI PEMASARAN PRODUK OLAHAN JAHE MERAH (STUDI KASUS PADA PT PERFORMA QUALITA MANDIRI)
AbstractJahe merupakan tanaman obat yang paling banyak dibudidayakan di Indonesia. Indonesia sendiri memiliki tiga jenis jahe yang biasa diperdagangkan, yaitu jahe gajah, jahe emprit, dan jahe merah. Dari ketiga jenis jahe tersebut, jahe merah memiliki komponen kimia yang lebih unggul, terutama kandungan minyak atsiri yang lebih tinggi. PT Performa Qualita Mandiri (PT PAQAR) sebagai perusahaan yang bergerak dalam bidang agroforestri berinisiatif untuk mengembangkan jahe merah menjadi produk minuman kemasan dengan label JaeQ. Hal ini didasari keinginan untuk memanfaatkan jahe merah yang mengandung banyak khasiat bagi tubuh dan bertujuan untuk meningkatkan nilai jahe merah. Penelitian ini dilakukan untuk menganalisis kegiatan pemasaran produk olahan jahe merah pada PT PAQAR dan juga memberikan alternatif strategi bagi perusahaan untuk meningkatkan performa perusahaan. Hasil penelitian menunjukkan bahwa perusahaan dapat memanfaatkan khasiat dan bahan alami yang terdapat pada produk tersebut sebagai materi pemasaran untuk menarik minat konsumen. Strategi selanjutnya yang dapat diterapkan yaitu memperluas jangkauan pemasaran dengan menambah outlet rekanan dan juga memperbaiki kemasan produk untuk meningkatkan minat konsumen terhadap produk olaha jahe merah JaeQ.
Kata kunci:jahe merah, agroforestri, strategi pemasaran, minuman kemasan, JaeQ
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