The Improvement of Jamu Appeal using Creative Sales Strategies
and Contemporary Designs
Isabella Isthipraya Andreas
1a
, Shirly Nathania Suhanjoyo
1b
, Andi Aulia Hamzah
2c
,
Heddy Heryadi
3d
, Ferlina Sugata
4e
, Nathalia Yunita Sugiharto
4f
, Nina Nurviana
3g
and Seriwati Ginting
3h
1
Interior Design Department, Universitas Kristen Maranatha, Bandung, Indonesia
2
Three-Year Diploma Program in Arts and Design, Universitas Kristen Maranatha, Bandung, Indonesia
3
Visual Communication Design Department, Universitas Kristen Maranatha, Bandung, Indonesia
4
Architecture Department, Universitas Kristen Maranatha, Bandung, Indonesia
Keywords: Healthy Lifestyle, Herbal Beverage, Indonesia, Local Wisdom, Visual and Interior Design.
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.
1 INTRODUCTION
Jamu, which is a nutritious traditional Indonesian
beverage, is a representation of the cultural richness
and gastronomy of the country. It contains a lot of
ingredients that are useful for our health. There was a
time when jamu was not popular because it was
considered a beverage for old people. However,
jamu has regained its popularity due to the creativity
in its sales strategy and the increase in people’s
a
https://orcid.org/0000-0001-8577-2576
b
https://orcid.org/0000-0001-8252-1843
c
https://orcid.org/0000-0002-4157-935X
d
https://orcid.org/0000-0001-6429-7489
e
https://orcid.org/0000-0002-0570-2787
f
https://orcid.org/0000-0002-2294-8674
g
https://orcid.org/0000-0001-9158-4520
h
https://orcid.org/0000-0001-9377-0722
awareness of its health benefits. This makes jamu to
be a beverage that is much sought after by the public
even among young people.
The popularity of jamu is increasing currently
because it can be enjoyed on location or brought in
packs in restaurants or cafes with contemporary
interior designs and appealing presentation methods.
Nowadays, jamu is not only sold in the physical space
but also online. The sales of jamu which was
previously stagnant, are now increasing. Even the
234
Andreas, I., Suhanjoyo, S., Hamzah, A., Heryadi, H., Sugata, F., Sugiharto, N., Nurviana, N. and Ginting, S.
The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs.
DOI: 10.5220/0010750500003112
In Proceedings of the 1st Inter national Conference on Emerging Issues in Humanity Studies and Social Sciences (ICE-HUMS 2021), pages 234-242
ISBN: 978-989-758-604-0
Copyright
c
 2022 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

global pandemic has brought up the sales as people
start to change their lifestyle and be more concerned
about their health; and they believe jamu plays a
significant role to improve their physical conditions.
Along with the popularity comes the challenge
for creativity to make jamu more appealing for
potential customers. Thus, it is important that
designers, educators, entrepreneurs, and people in
F&B industry can gain insights on how to sell jamu
using creative sales strategies. They need to find out
how jamu should be packaged and promoted, so that
this traditional drink is not only offered as a beverage
product but also as educational tool to preserve
Indonesia local wisdom.
With the rise of the internet nowadays, people
from around the world have become global citizens
that sometimes have the same needs and are
influenced by the same lifestyle and culture. To
succeed in global competitions, businesses must
apply creative sales strategy which meet the demand
of the market, especially when the businesses deal
with products that are considered traditional.
Therefore, there is a need for a research to find the
proper and contemporary designs to use to promote
and sell jamu both online and onsite. By doing the
research, findings on a holistic approach to make
jamu more appealing for the local and the global
market can be uncovered, and Indonesia local
wisdom will continue to have an impact for the
present and in the future. The right appeal of jamu for
the potential market will make jamu not only a
cultural asset of the Indonesian nation, but also be an
attraction to invite markets from various countries.
Consequently, providing a design for venues to
sell jamu is also important. It is a fact that when
someone experience going to a café or restaurant,
where the design is unattractive, the visitor will not
want to stay for long. Thus, this research will also try
to find what interior design is preferable by the
potential target market, especially for cafes or
restaurants that sell jamu products. It is to make sure
that such cafes or restaurants will survive and visitors
will not just come for a try but will go back for other
visits.
2 METHODS
As aforementioned that Jamu is sold in restaurants or
cafes with contemporary interior designs, the visual
design of packaging, menus, publications on social
media, and the words used for imaging and
promotion of jamu should be more creative. Hence,
the purpose of this research is to find a variety of
design creativity that can be applied in the sale
of jamu. Furthermore, the values of local wisdom in
traditional jamu products that are transformed in
contemporary culture are also discussed here.
2.1 Research Questions
These are two research questions to be discussed in
the study:
1. What are the factors in interior design and display
that can improve the appeal of restaurant/cafe
that sell jamu?
2. What are the factors in jamu packaging design,
visual identity, promotion and social media of
that can improve its appeal for the customers?
2.2 Research Methods
This research applied a combination of qualitative and
quantitative research methods. The qualitative
research was carried out using grounded theory and
phenomenology related to the development of
jamu sales in contemporary cafes or restaurants in
Bandung. The quantitative research method used in
this research was a quantitative descriptive method by
using data from a questionnaire. The data was taken
by using incidental sampling techniques from 328
respondents who came from various backgrounds.
There were several research instruments used,
namely survey results, field observation, and
secondary data. Survey results were taken from the
result of the questionnaire distributed to jamu buyers
and cafes or restaurants customers. The questionnaire
itself contained questions about interior design,
display, packaging design, visual identity, promotion
and selling media of the cafes or restaurants and jamu
products. The field observation was held in Bandung
cafes or restaurants that sells jamu. While the
secondary data was taken from books, journals, and
other printed and online articles.
2.3 Jamu
Jamu is a traditional Indonesian medicine from
natural ingredients that has become a cultural heritage
from generation to generation due to its health benefit
(Hanifah, 2016). Besides functioning as medicine,
jamu is also a nutritious beverage that can improve
and maintain body health. Based on jamu definition
in Permenkes No. 003/Menkes/Per/I/2010, jamu
contains one or a combination of ingredients such as
plants (herbs and spices), minerals, ingredients from
animals or other sources, that has been used from
generation to generation for medication in accordance
The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs
235

with the experience and the norms of the society
(Indariani, 2013). Jamu ingredients that mostly come
from medicinal plants are proven to be safe and
useful to maintain health, fitness, and beauty. It is a
cultural heritage of the Indonesian nation that can
foster health recovery and disease prevention
(Kementerian Kesehatan RI, 2015).
2.4 Sales and Marketing Strategy
To make jamu more appealing, proper sales and
marketing strategy is needed. According to Suryana
(2011), marketing is defined as an activity that:
1. Examines the needs and desires of consumers
(probes).
2. Produces goods and services according to the
needs and desires of consumers (products).
3. Determines the price level (price).
4. Promotes goods and services so that they are
known to consumers (promotion).
5. Distributes goods and services to consumers'
places (place).
He further explains that there are four steps in
preparing marketing plans (Suryana, 2011):
1. Determine customer needs and wants.
2. Choose a specific target market.
3. Implement a competitive marketing strategy.
4. Choose a marketing strategy.
Suryana (2011) also states that a new business
should implement a market-driven marketing
strategy by paying attention to six things, namely:
1. Consumer orientation
2. Quality
3. Comfort and pleasure
4. Innovation
5. Speed
6. Customer service and satisfaction
Marketing is engaging customers and managing
profitable customer relationships with twofold goals
(Kotler, 2017). The first goal is to attract new
customers by promising superior value; while the
second goal is to keep and grow current customers by
delivering value and satisfaction. Marketing does not
deal merely with selling and advertising, it is “the
process by which companies engage customers, build
strong customer relationships, and create customer
value in order to capture value from customers in
return” (Kotler, 2017).
To employ a good marketing strategy means that
there will be a need to create value for customers and
to build customer relationships. Fulfilling the need
successfully can create profit and customer equity.
According to Kotler (2017) there are four steps in
creating and capturing customer value:
1. Understand the marketplace and customer needs
and wants.
2. Design a customer value-driven marketing
strategy.
3. Construct an integrated marketing program that
delivers superior value.
4. Engage customers, build profitable
relationships, and create customer delight.
2.5 Branding for Place Image and
Visual Identity
Branding is crucial in many aspects as branding can
help both consumers and sellers (Kotler, 2017).
Consumers can identify products that suit them
through brand names; on the other hand, sellers can
apply for a trademark to protect their unique product
features. Moreover, a brand name can become the
nucleus for the whole story of the product. Kotler also
states that locations play an important role in terms of
branding. This is because the locations should be
accessible to the intended target market that are
consistent with the retailer’s positioning (Kotler,
2017; Observer, 2015). Having the right locations for
a product can help create the identity and customers’
perception of both the places and the products, which
can also influence the customers’ experience when
visiting the places. It is also said that branding is the
intended message of the place (Clouse & Dixit, 2017).
The principles of place branding can also be
applied to the design of cafes or restaurants that sell
unique products like jamu. Such cafes or restaurants
should not market itself as it is; on the contrary, they
should go further by adding more appeal to the
products and the places so the customers can have
exceptional experience upon their visit to the venues.
Place branding pays special attention to identity
and visual image. According to Rainisto (in Yananda,
2014), identity is the core of the branding process.
This is because branding strategy aims to make a
difference between one place with the others, so it can
reduce the number of substitutes in the marketplace
(Bonnici, 2017). The identity is actualized in the use
of visual images. Still according to Rainisto
(Yananda, 2014), an image that is considered ideal is
closely related to the identity so the object can be
presented without distortion.
2.6 Interior Design
Some research have shown that up to 80% of the
decisions to buy something that is not planned occur
ICE-HUMS 2021 - International Conference on Emerging Issues in Humanity Studies and Social Sciences
236

when consumers are in a store. Before going to the
store, consumers may only have vague ideas of
certain products and do not even have the slightest
idea of buying them. Therefore, place has an essential
role in supporting products sales; especially the space
design as space greatly impacts human senses. The
right space design can direct and provide information
to encourage consumers to buy (Ebster, 2015).
Feelings of pleasure or interest in purchasing a
product are important for the success of sales;
however, they cannot always be fulfilled by mere
service from the staff/salespeople.
Space design, or often called interior design, can
be an effective and ideal tool in marketing to create
unique characteristics of a brand. Pertinent interior
design will make consumers come across an exciting
space experience and remember the brand, which in
the end can make consumers become loyal customers
of the place. Besides, minor changes to a room can
cause changes in consumers’ purchasing decisions.
Display, ambiance of the space, and consumer
experience are three factors of interior design that
will be discussed in the next parts.
2.6.1 Display
One of the crucial factors in the space design is the
display. Pop (point-of-purchase) displays can attract
attention, but having too many can make a room seem
messy. Pop displays must be flexible. They should
present products, create a store image, increase
consumer convenience, control consumer circulation;
and must be located in a particular area that can
increase sales (Ebster, 2015).
Each display must contain four elements:
1. Products: product displays should be uniquely
designed, showcasing the most popular product
categories, newest products, oldest products,
and others which need to be specifically
promoted.
2. Props and Color: a display should use special
tools or objects to present the products and
apply colors that can aid the effectiveness of the
product display. For example, a green display
can make people feel hungry, while the red
color will attract attention.
3. Lighting: specific lighting sources and colors
should be utilized to highlight the product on
display. Lighting colors should be chosen
carefully because they have a great impact on
consumers’ sensory and perception. For food
product display, lighting color can affect
buyers’ motivation to buy foods and the amount
of food consumed; even though it does not
affect the taste intensity of the food. For
example, blue lighting can lessen the appeal of
food display compared to white or yellow
lighting, and significantly reduce food
consumption in men (Cho, 2015).
4. Product price tags or product benefit marks: tags
and marks need to be displayed to provide
specific information of the benefits for buyers.
2.6.2 The Ambiance of the Space
The overall design must take into account the
ambiance of the space. The ambience must evoke the
mood so that consumers will spend more time
lingering in the store which will also affect the
number of purchases. There are four aspects to
consider to set the ambiance of the space in cafes or
restaurants (Ebster, 2015):
1. Music: the use of music can create the
atmosphere of a room. Slow music can keep
consumers longer in the cafes or restaurants,
while a faster tempo can reduce the length of time
as fast music evokes the feelings of joy. Music
can also make consumers feel nostalgic and make
them enjoy staying in the room. Thus, choosing
the appropriate background music that suits the
product theme and the target market is important.
2. Scent: what consumers smell when they are in a
room can influence their behavior. Thus, the
scent in the cafes or restaurants must match the
types of the venues and their products. Simple
scents are easier for the human brain to process
and can positively affect consumers’ behavior.
3. Light: the application of appropriate light can
draw attention to the appearance of a product. In
general, customers prefer natural light.
4. Color: choice of colors must match the concept
of the cafes or restaurants and their products. The
color application must also consider symbolic
meanings, culture and human reactions.
2.6.3 Consumer Experience
One of the most effective marketing tools for cafes or
restaurants is the word-of-mouth. Therefore, the
experience of consumers who visit the venues plays a
vital role because consumers will become news
bearers in their community, and those who are
satisfied can become positive advertisements (Ebster,
2015). To attract consumers to come to the cafes or
restaurants, the designer must adjust the design to the
desires of the target consumers. Four things must be
considered when creating a good design: suitability of
the theme, attention to details, originality, and staff
attitude. Another important thing to think through is
the uniqueness in the design that differentiates a café
or restaurant from other places.
The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs
237

3 RESULTS AND DISCUSSION
This research began by designing and distributing
questionnaires to find out the needs and desires of
consumers. The data gathered become the basis for
creating the design of a venue that sells jamu which
meets the needs and desires of the consumers. There
are 328 respondents (aged 15- 69 years) who took
part in the research.
From the questionnaires, it is found that as many
as 40.9% of the respondents have visited a café that
offers jamu. 58.8% of the respondents are more
interested in visiting cafes in the afternoon to the
evening, while 27.4% prefer to visit the café in the
morning to the afternoon. The afternoon to the
evening is a more popular option because at those
times consumers have finished their activities of
working or studying for the day and they go to the
café to relax while trying jamu and eating.
The result of the questionnaires also shows that
the respondents consider natural views as a pleasant
atmosphere of a café, compared to one that has a
traditional or a postmodern atmosphere. Nowadays,
the number of cafes that provides jamu is increasing.
Cafe owners have transformed the traditional herbal
drink previously sold by peddlers or offered in a
small jamu stall into a modern one, to be one of the
menus in contemporary cafes. Such cafes are
creatively designed, and they offer innovations in the
traditional drinks with contemporary concoctions and
packaging, so people of various generations can
enjoy jamu with a variety of choices. Jamu cafes are
now in demand of various generations, including the
younger generation, because they are unique and
relaxing.
The respondents have various reasons for visiting
a café or restaurant that sells jamu. The three main
reasons are: to try drinking the original/fusion jamu
(59.9%), to relax (57.8%), and to have meals and
drink (40.7%). From the result, it is shown that the
respondents are curious to try jamu that are combined
with other ingredients (fusion). They also want to
relax and eat at a café that offers traditional drinks. It
seems that the respondents are interested in getting
the health benefits of jamu in a fun way. Apart from
the three reasons, some others should be taken into
consideration. Some respondents come to cafes with
the appeal of traditional drinks, not only because they
are curious or want to relax, but also because they
need a space to work (14.6%) or to have a meeting
(11.6%).
Figure 1: Various jamu drinks in contemporary serving
style at “Mendjamu”, Bandung-Indonesia. These jamu are
mixed with ingredients that are usually used in modern
beverages such as lime, brown sugar, and mint leaf. The
contemporary-styled cafe has indoor and outdoor areas and
provides various food so consumers can feel comfortable
spending some time there.
The above results show that jamu has become part
of the lifestyle of today's society. Jamu is no longer
seen as a traditional drink but as a nutritious and state-
of-the-art nutritious drink. The result of the
questionnaires is also supported by observations to
contemporary cafes and restaurants which sell jamu.
From the observation, it is found that this kind of
cafes and restaurants is becoming a hype. This is
because people are more aware of healthy lifestyles
and they find such cafes and restaurants suit their
needs for health and pleasure.
Detailed information on the survey and
observation results is presented in the followings. The
discussion is divided into several sections: interior
design, display, packaging design, visual identity,
promotion, and social media of jamu. Hopefully, the
findings can improve the sales of jamu and the appeal
of the cafes or restaurants selling it.
3.1 Interior Design and Display
The result of the questionnaires shows that 53.4% of
the respondents prefer to enjoy jamu in a café with
natural views. The other 25.9% prefer an interior
design that creates a warm and natural atmosphere.
Natural landscapes are preferred because they can
have several positive effects, such as relaxing,
reducing stress, soothing the eyes, calming, inspiring,
and increasing happiness.
ICE-HUMS 2021 - International Conference on Emerging Issues in Humanity Studies and Social Sciences
238

Figure 2: An example of a mixed indoor and outdoor cafe
with natural surroundings that become a favorite nowadays,
especially in tropical countries. (Source: Arunlak Vis,
2020).
Figure 3: An example of an outdoor cafe with natural
surroundings that become a favorite in Bandung, Indonesia.
This is “150 Coffee & Garden” that was built in and ex-
convection factory. (Source: 150 Coffee and Garder, 2021).
Cafes or restaurants with a mix of indoor and
outdoor areas are the primary choice (66.5%) of the
respondents. This is because such cafes or restaurants
can give a feeling of security as well as comfort.
64.6% of the respondents prefer a design style that
combines modern/contemporary and traditional
elements. The harmony in a café or restaurant that
combines a contemporary concept with an impressive
traditional style can make the atmosphere fresher, up-
to-date, and unique, yet the café or restaurant still
feels homey. A room with warm white light is
preferable (75%) to yellow light (14%) or white light
(11%). Warm white light can give the impression of
calmness and elegance. Besides, such lighting does
not make people sleepy and they can still talk or work
comfortably. Thus, this kind of light is suitable for
relaxing spaces such as cafes that blends
modern/contemporary and traditional styles.
As many as 50.9% of the respondents state that
product displays which look natural and traditional
affect their purchasing decisions when buying jamu.
Concerning display design, 24.7% of the respondents
vote for displays which use glass material and
arranged in a contemporary manner, while 24.4%
choose an ordinary display focusing on function.
Figure 4: Nostalgic Jamu display in “Suwe Ora Jamu Café”,
Jakarta-Indonesia that makes consumers remember the
good old days. This display emphasizes the traditionality of
jamu without being old fashioned (Source: Sutiknyo, 2017).
The aesthetic elements in the interior design can
improve the atmosphere of the space. Based on the
questionnaires, respondents stated that plants are an
important factor in space (58.8%). Other aesthetic
elements that are also important are works of art such
as sculptures, paintings and other artworks (54.6%),
murals in the form of pictures/illustrations (46%),
backdrops/photo areas (33.5%), and murals in the
form of quotes/writings (28.4%). Hence, applying
various forms of aesthetic elements as preferred by
the respondents can attract more consumers and affect
their experience of the space upon their visit.
Music can be an essential factor in improving
consumers’ satisfaction; inappropriate music played
in a café or restaurant can disturb visitors and make
them so uncomfortable that they do not want to re-
visit the place. Based on the survey, respondents
prefer instruments with the sound of nature (63.4%),
traditional instruments (59.5%), and popular/
contemporary instruments (20.7%); compared to
music with vocals (12.8%). However, 7.3% of the
respondents prefer cafes or restaurants without music.
Instrumental music is preferred because it is suitable
for enjoying the respondents’ leisure time, as such
music does not interfere other activities such as
chatting or working. That kind of music also makes
eating and drinking more enjoyable and comfortable.
The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs
239

The majority of the respondents prefer the scent
of spices (61.6%) or the gentle scents of nature (61%)
to greet them when coming to a place to enjoy jamu.
Those types of scents can make the atmosphere
comfortable, provide a calm sensation, help refresh
the mind, relieve stress or fatigue, increase energy,
inspire ideas, and stimulate positive feelings.
The above findings show that the ambiance of a
space depends not only on visual aspects such as
lights and colors but also on other aspects such as
music and scents. Responses from the respondents
also show that places with aesthetic elements and
display that emphasize the uniqueness of jamu are
preferrable.
3.2 Packaging Design and Visual
Identity
Packaging design is one of the visual identities that
can improve the appeal of jamu. Unique packaging
with a modern appearance and a design that makes it
look hygienic can encourage people to purchase this
traditional drink. Nowadays, people can buy jamu for
takeaway in ready-to-drink packages, such as in
bottles or cups, as well as in sachets. The ready-to-
drink package is the focus on this research.
Glass bottles are the most preferred by the
respondents (72%) compared to paper cups (15.9%),
plastic bottles (11.6%), and plastic cups (0.6%).
Glass bottles look more attractive generate a
perception that the jamu is cleaner and more
hygienic. The bottles should also have labels
providing visual identity of the cafes or restaurants.
According to the questionnaire result, the visual
identity (logo, label, menu design) that can attract
visitors to buy jamu products is a combination of
traditional and modern/contemporary style (72%)
using natural colors (84.1%). About 82.6% of the
respondents believe that visual identity should come
with an image, either an illustration or a photo to
attract more attention.
The use of glass bottles also gives a nostalgic
impression, as a reminiscent of the good old days
when jamu was sold by peddlers (usually older
women). When someone ordered jamu, the peddler
would prepare a glass and pour jamu liquid from big
glass bottles. Sometimes the jamu only came from a
bottle, but other recipes might need a mixture from
the contents in several different bottles. Thus, the use
of glass bottles is a strategy to make modern jamu
more appealing. Nowadays, jamu in the glass bottles
are offered both in small sizes for one serving and big
sizes for up to five servings.
Figure 5: “Suwe Ora Jamu”, jamu products in glass bottles
and specially designed labels as its visual identity (Source:
Sutiknyo, 2017).
The visual identity of the jamu brand appear in the
choice of bottles, the label and logo design posted on
the bottle, the menu design, and other graphic items
inside the cafes or restaurants. All of those items
should apply natural colors and accompanied by
illustration to improve the appeal of the products and
emphasize the brand image of the jamu and the cafes
or restaurants offering it.
3.3 Promotion and Social Media
86% of the respondents prefer to buy jamu on the
spot, at cafes or restaurants. Some others choose to
buy jamu through online courier applications
(57.6%), via Instagram (47.6%), or via online shop
(46.6%). This result clearly shows that the market is
still interested in visiting cafes or restaurants that sells
jamu. The business is still lucrative because people
need a place to socialize and relax outside their
homes. Indonesian people also love hanging out and
gathering, and most of them will favor cozy places to
do those activities.
Buying jamu via online transactions is the most
favourable because trust factor is still a big issue in
Indonesia's online market. People prefer to buy
products on the spot, where they can see the products
on display and make the purchase directly. Besides,
doing direct transactions means that the purchase
error is minor (compared to online purchases) and
they can have a pleasant experience when choosing
and buying products directly. Hence, jamu products
that are stylishly packaged and served in cafes or
restaurants are the respondents’ most popular choice;
consequently, packaging design as a part of visual
ICE-HUMS 2021 - International Conference on Emerging Issues in Humanity Studies and Social Sciences
240

identity is essential in determining consumers’
purchasing decisions.
To encourage people to come to cafes or
restaurants, to boost the sales of jamu, as well as
creating the brand image of the products and the
venues, business owners have to do some
promotions. The respondents choose social media
promotion (87.5%) as the most attractive media to get
information and stories behind the products, to get the
knowledge of jamu products. Promotions through
websites and YouTube videos get the results of
33.8% and 31.4% respectively, as the media that
respondents use to find information about the
products and venues. From the result, it is shown that
social media promotions are considered more
attractive than the others because people need less
amount time to look at them; yet they experience the
same or even more excitement.
3.4 Final Results and Discussion
The respondents in this research considered creative
sales strategy and contemporary designs as two
essential factors to improve jamu appeal. Concerning
the jamu products, most of the respondents would
like to try drinking original/fusion jamu in cafes or
restaurants because they are curious, or they want to
be involved in practising a healthy lifestyle. The
respondents also prefer to buy jamu products on the
spot, and they like the jamu to be put in glass bottles
as the take-away packaging because of their
practicality, hygiene, and nostalgic impression of
jamu heyday. The visual identity in the labels, logos,
and menus that apply modern/contemporary style
with natural colors, along with completed with
images (illustrations or photos) are considered more
appealing for the customers, and make them want to
buy the products.
Regarding the venues where the respondents can
enjoy jamu, most of them prefer cafes or restaurants
that have outdoor and indoor facilities with natural
views, warm light in the room, product display that
looks natural and traditional, with a touch of natural
and aesthetic elements in the cafes or restaurants,
such as the use of plants. The respondents also love
the sound of nature, the scent of spices, and the gentle
scent of nature to build the ambiance in the cafes or
restaurants.
As for the creative sales strategy, there are two out
of four marketing plans (Suryana, 2011) that become
the discussion topics in this research. The first
marketing plan is determining the target market’s
needs and wants. The second is to choose a marketing
strategy. The two plans are then elaborated using the
theory of marketing activities (Suryana, 2011). Four
out of five marketing activities (probes, products,
promotion, and places) are discussed. It is found that
the respondents prefer to use social media to get
information on the promotion of jamu, the story
behind it, as well as the products and services offered
in the cafes or restaurants. The finding can help
business owners to maximise the use of social media
to distribute information about their businesses,
goods and services; also to help the potential
customers find the right place to enjoy jamu and do
other activities.
Only three out of six market-driven marketing
strategies (Suryana, 2011) are discussed in this
research because they are closely related to the quality
of the designs. Those strategies are 1) consumer
orientation, 2) comfort and pleasure, and 3)
innovation.
In addition, this paper studied two out of four steps
in creating and capturing customer value (Kotler,
2017). Those are: 1) understand the marketplace and
customers’ needs and wants, and 2) design a customer
value-driven marketing strategy. To do a successful
marketing, business owners must develop ways to
penetrate the market, expand the market by offering
products and services to new target markets, develop
products by diversifying or modifying the main
products, and segment the existing markets.
4 CONCLUSIONS
To improve jamu appeal, there must be a place to do
direct selling (dine-in or take away). The place is
preferably a cafe or restaurant with good interior and
visual designs. Indonesians love to hang out and buy
products directly. Therefore, cafes or restaurants that
sell jamu had better offer other food and beverages to
accompany the visitors when doing activities in the
cafes or restaurants. The display, ambiance, and
aesthetic elements in the cafes and restaurants will be
the deciding factors for a good consumer’s
experience. Visual identity in the packaging, logo,
menu and promotional items are also essential to
improve the jamu and the cafes or restaurants images.
Social media should be exploited to tell stories about
jamu, to do promotion, and to create the brand image
of the jamu as well as the cafes or restaurants that sell
it.
The interior and visual design applied in various
spaces, products and media when selling jamu should
instill some values of the local wisdom in traditional
jamu products. By emphasizing the jamu’s
uniqueness (such as its heyday, tradition, Indonesian
The Improvement of Jamu Appeal using Creative Sales Strategies and Contemporary Designs
241

culture and nature, and health benefit), jamu products
can attract not only potential customers from
Indonesia but also from other countries. Besides, the
appropriate designs can make people from various
generations be interested in jamu. Jamu can regain its
heyday because it becomes more contemporary and
part of the lifestyle. It will then survive the test of
time and sustain for many generations. This proves
that local wisdom can continue to be impactful and
not be eroded by time as long as it is creatively
developed and promoted.
Another research that discusses some of the
marketing plans, marketing strategies, creative sales
strategies, and steps in creating and capturing
customer value that hasn’t been discussed thoroughly
in this paper is a good continuation of this research.
Other research can examine the interior design of
jamu cafes or restaurants, their visual identity, and
social media in more details. The research about
creative sales strategy and contemporary design for
improving jamu appeal can be beneficial not only for
business owners but also for the preservation of
Indonesia’s national dan cultural heritage.
REFERENCES
150 Coffee and Garder (2021). 150 Coffee and Garden
[photo]. Retrieved from https://www.kompas.com/
food/read/2021/03/08/110200175/cafe-outdoor-di-ban
dung-ngopi-di-bekas-area-pabrik-konfeksi?page=1
Bonnici, T.S. (2017). ‘Brand and branding’. Willey
Encyclopedia of Management Vol. 12 Strategic
Management. Retrieved from https://www.research
gate.net/publication/272184078_Brand_and_Branding
Cho, S., Han, A., Taylor, M.H., Huck, A.C., Mishler, A.M.,
Mattal, K.L., Barker, C.A., Seo, H.S. (2015). ‘Blue
Lighting Decreases the Amount of Food Consumed in
Men, but not in Women’. Appetite, 85, 111-117.
Retrieved from http://www.sciencedirect.com/science
article/pii/S0195666314005339
Clouse, C. & Dixit, A. (2017). ‘Defining place image’. In
A. Bayraktar & C. Uslay (Eds.) Strategic place branding
methodologies and theory for tourist attraction (pp. 1-
20). Hershey, PA: IGI Global. Retrieved from
https://core.ac.uk/download/pdf/216952314.pdf
Ebster, Claus and Marion Garaus. (2015). Store design and
visual merchandising: creating store space that
encourages buying (2nd ed). New York, USA:
Business Expert Press, LLC.
Hanifah, Hanifah. (2016). Uji kualitas bakteriologis
terhadap jamu gendong di Kota Padang. Diploma thesis.
Padang, Indonesia: Universitas Andalas. Retrieved from
http://scholar.unand.ac.id/15662/2/bab%201.pdf
Indariani, S. (2013). Quality of Herbal Medicine Plants and
Traditional Medicine. Bogor, Indonesia: Biofarma
IPB. Retrieved from http://biofar maka.ipb.ac.id/brc-
news/brc-article/587-Quality-of-herbal-medicine-plant
s- and-traditional-medicine-2013
Kementerian Kesehatan RI. (2015). Pembuatan jamu segar
yang baik dan benar. Jakarta, Indonesia: Kementerian
Kesehatan RI.
Kotler, P.T., Armstrong, G., Opresnik, M.O. (2017).
Principles of Marketing, Global Edition (17th Edition).
Harlow, England: Pearson Education Limited.
Observer, The Editorial Team of The Place Brand (2015).
Philip Kotler on place marketing, branding, and why we
need to rethink capitalism. Retrieved from https://
placebrandobserver.com/interview-philip-kotler/
Ryadha S., R., Aulia, N., Batara, A. (2021). ‘Potensi
rempah-rempah sebagai minuman fungsional sumber
antioksidan dalam menghadapi pandemi Covid-19’.
Jurnal ABDI, 3(1), 30-42. Retrieved from https://
journal.unhas.ac.id/index.php/kpiunhas/article/view/12
578/6368
Suryana. (2011). Kewirausahaan pedoman praktis: kiat dan
proses menuju sukses. Jakarta, Indonesia: Penerbit
Salemba Empat.
Sutiknyo. (2017). Suwe Ora Jamu [photo]. Retrieved from
https://lostpacker.com/suwe-ora-jamu-cafe-tradisi-di-e
ra-milenial/
Vis, A. (2020). The Three Little Pigs Organic Farm & Cafe
[photo]. Retrieved from https://thesmartlocal.com/t
hailand/three-little-pigs-farm/
Yananda, M. Rahmat dkk. (2014). Branding tempat,
membangun kota, kabupaten dan provinsi berbasis
identitas. Jakarta, Indonesia: Makna Informasi.
ICE-HUMS 2021 - International Conference on Emerging Issues in Humanity Studies and Social Sciences
242