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Strategi Pemasaran Kombucha Cascara Menggunakan Konsep Marketing Mix 7P dengan Analisis Matriks SWOT dan QSPM (Studi Kasus PT Agritama Sinergi inovasi Kota Bandung)

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 9 No. 2 (2024) · pp. 171–185

DOI
10.37149/jia.v9i2.1173
ISSN
2527-273X
Published
2024-05-31
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The increasing trend of a healthy lifestyle parallels the growing awareness among the Indonesian public of consuming healthy beverages, including the fermented drink kombucha. PT Agritama Sinergi Inovasi, as a start-up company that will market its newly developed product, kombucha cascara, will undoubtedly face new challenges considering the competitive landscape of the herbal beverage industry. This study aims to analyze PT Agritama Sinergi Inovasi Kombucha cascara's internal and external marketing factors and formulate priority marketing strategies for the product. This research employs a qualitative method with a case study approach. The data used include both primary and secondary data. Primary data were directly obtained from informants involved in the marketing of kombucha cascara at PT Agritama Sinergi Inovasi through in-depth interviews, guidance interviews, and direct field observations. Secondary data were sourced from various literature studies related to this research. The marketing strategy formulation was conducted using the 7P marketing mix concept. The data analysis of this research utilized the IFE and EFE matrices, the IE matrix, and processing into the SWOT matrix to derive alternative strategies and the QSPM matrix to determine the best strategy to prioritize within the company. The research results indicate that the marketing conditions of kombucha cascara at PT Agritama Sinergi Inovasi have an excellent internal and external position, as it scores above 2.50, meaning that the marketing of kombucha cascara has been able to leverage its strengths and address its weaknesses, as well as effectively exploit opportunities to overcome threats. The marketing of kombucha cascara at PT Agritama Sinergi Inovasi is in the grow and build stage, so the appropriate implementation strategies are intensive and integrative. Ten alternative strategies were identified, with the priority strategy for marketing PT Agritama Sinergi Inovasi Kombucha cascara being the expansion of distribution channels and geographical expansion.

Keywords

Collaboration network of the authors

19 authors · 53 co-authorship links · 20 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Satya Wacana Christian University
  • Universitas Buana Perjuangan Karawang
  • STMIK IKMI Cirebon
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Aryasatya Abdie MaheswaraAffiliation unknown1
Hindriyanto Dwi PurnomoSatya Wacana Christian University1
Irwan SembiringSatya Wacana Christian University1
Danny ManonggaSatya Wacana Christian University1
Ahmad FauziSTMIK IKMI Cirebon1
Baenil HudaSatya Wacana Christian University1
Hendry HendrySatya Wacana Christian University1
April Lia HanantoUniversitas Buana Perjuangan Karawang1
Tukino TukinoUniversitas Buana Perjuangan Karawang1
Dini widianingrumAffiliation unknown1
Tuti WidjastutiAffiliation unknown1
Asep AnangAffiliation unknown1
Eddy Jajang Jaya AtmajaAffiliation unknown1
Vini YuliawatiAffiliation unknown1
Lili SomantriAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Strategi Pemasaran Kombucha Cascara Menggunakan Konsep Marketing Mix 7P dengan Analisis Matriks SWOT dan QSPM (Studi Kasus PT Agritama Sinergi inovasi Kota Bandung)</dc:title>
	<dc:creator>Khaerunnisa, Tazkia</dc:creator>
	<dc:creator>Setiawan, Iwan</dc:creator>
	<dc:creator>Trimo, Lucyana</dc:creator>
	<dc:creator>Mukti , Gema Wibawa</dc:creator>
	<dc:subject xml:lang="en-US">cascara</dc:subject>
	<dc:subject xml:lang="en-US">kombucha</dc:subject>
	<dc:subject xml:lang="en-US">marketing strategy</dc:subject>
	<dc:subject xml:lang="en-US">QSPM</dc:subject>
	<dc:subject xml:lang="en-US">SWOT</dc:subject>
	<dc:description xml:lang="en-US">The increasing trend of a healthy lifestyle parallels the growing awareness among the Indonesian public of consuming healthy beverages, including the fermented drink kombucha. PT Agritama Sinergi Inovasi, as a start-up company that will market its newly developed product, kombucha cascara, will undoubtedly face new challenges considering the competitive landscape of the herbal beverage industry. This study aims to analyze PT Agritama Sinergi Inovasi Kombucha cascara's internal and external marketing factors and formulate priority marketing strategies for the product. This research employs a qualitative method with a case study approach. The data used include both primary and secondary data. Primary data were directly obtained from informants involved in the marketing of kombucha cascara at PT Agritama Sinergi Inovasi through in-depth interviews, guidance interviews, and direct field observations. Secondary data were sourced from various literature studies related to this research. The marketing strategy formulation was conducted using the 7P marketing mix concept. The data analysis of this research utilized the IFE and EFE matrices, the IE matrix, and processing into the SWOT matrix to derive alternative strategies and the QSPM matrix to determine the best strategy to prioritize within the company. The research results indicate that the marketing conditions of kombucha cascara at PT Agritama Sinergi Inovasi have an excellent internal and external position, as it scores above 2.50, meaning that the marketing of kombucha cascara has been able to leverage its strengths and address its weaknesses, as well as effectively exploit opportunities to overcome threats. The marketing of kombucha cascara at PT Agritama Sinergi Inovasi is in the grow and build stage, so the appropriate implementation strategies are intensive and integrative. Ten alternative strategies were identified, with the priority strategy for marketing PT Agritama Sinergi Inovasi Kombucha cascara being the expansion of distribution channels and geographical expansion.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2024-05-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1173</dc:identifier>
	<dc:identifier>10.37149/jia.v9i2.1173</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 9 No. 2 (2024); 171 - 185</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v9i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1173/235</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Tazkia Khaerunnisa, Iwan Setiawan, Lucyana Trimo, Gema Wibawa Mukti</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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