Analysis of the Marketing Mix Strategy of Temulawak Drink (Case Study on Wahyu Barokah Smes in Surabaya City)

Marketing strategy is marketing goods or services to increase profits and sales. UMKM Wahyu Barokah is a business that processes curcuma Plants to produce Temulawak drinks that are beneficial to health. Wahyu Barokah is a production that experienced limited sales and marketing instability. The aims of this study were (1) to analyze the marketing mix strategy for temulawak drink and (2) to analyze the supporting and inhibiting factors for marketing curcuma drink products. This study is conducted at UMKM Wahyu Barokahwhich, located in Panjang Jiwo street alley Tembusan No. 5 RT. 04 RW. 02, Tenggilis Mejoyo District, Surabaya City. This research is qualitative research using the SWOT method, collecting data using interview and observation techniques with a sample of business owners. The results showed that the marketing mix strategy played an important role in increasing sales of temulawak beverage products. Marketing supporting and inhibiting factors help plan future marketing strategies.