The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs

Isabella Andreas, Shirly Suhanjoyo, Andi Hamzah, Heddy Heryadi, Ferlina Sugata, Nathalia Sugiharto, Nina Nurviana, Seriwati Ginting

2021

Abstract

Jamu is an Indonesian nutritious traditional herbal beverage. Recently it makes a comeback to be a popular beverage, thanks to the creative sales strategies of jamu and the growing awareness of the jamu’s health benefits. Nowadays, restaurants or cafes that sell jamu use contemporary interior designs and presentation methods. That makes the previously stagnant sales of jamu are moving up. Therefore, the purpose of this research is to find various creative visual and interior design ideas that can be applied to increase the sales of jamu and preserve the values of local wisdom in traditional jamu products. The qualitative research methods are carried out using case study methods, grounded theory, and phenomenology related to the development of jamu sales in contemporary cafes and restaurants. The quantitative research method used in this research is a quantitative descriptive method by using questionnaires distributed to 328 respondents. The study finds out that having jamu offered in contemporary designed restaurants and cafes answers the needs of the Indonesian people for a sociable and healthy lifestyle. With this development, jamu is expected to become a global icon and prove that local wisdom can remain impactful and not be eroded by time.

Paper Citation

in Harvard Style

Andreas I., Suhanjoyo S., Hamzah A., Heryadi H., Sugata F., Sugiharto N., Nurviana N. and Ginting S. (2021). The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs. In Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS, ISBN 978-989-758-604-0, pages 234-242. DOI: 10.5220/0010750500003112

in Bibtex Style

@conference{ice-hums21,
author={Isabella Andreas and Shirly Suhanjoyo and Andi Hamzah and Heddy Heryadi and Ferlina Sugata and Nathalia Sugiharto and Nina Nurviana and Seriwati Ginting},
title={The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs},
booktitle={Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,},
year={2021},
pages={234-242},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010750500003112},
isbn={978-989-758-604-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,
TI - The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs
SN - 978-989-758-604-0
AU - Andreas I.
AU - Suhanjoyo S.
AU - Hamzah A.
AU - Heryadi H.
AU - Sugata F.
AU - Sugiharto N.
AU - Nurviana N.
AU - Ginting S.
PY - 2021
SP - 234
EP - 242
DO - 10.5220/0010750500003112