Perpustakaan Digital ITB

Cerita Rempah is a food and beverage business that sells spiced milk with natural ingredients. This business founded on May 22, 2020, it started with selling Eid Al-Fitr hampers. With the high demand from the customers, Cerita Rempah decided to sell per product. Cerita Rempah's main product is Spiced Milk, with three variants of spiced milk that are ginger milk, galangal milk, and cinnamon milk, and each product having the health benefits. The author finds the problem why Cerita Rempah sales tend to stagnate. Based on that problem, the author does this research with the purpose to help Cerita Rempah to decide the applicable marketing strategy in Cerita Rempah business process, to increase their sales. In this research, there is an analysis to its business process. The author analyzes using Segmentation, Targeting, and Positioning (STP), Marketing Mix (4P), and PESTEL (Political, Economic, Socio Cultural, Environmental, Legal) methods. Cerita Rempah is categorized as an early-stage business, that's why people unfamiliar with Cerita Rempah products. To attract non-customers attention, Cerita Rempah needs an attractive marketing strategy so the customers would buy and be Cerita Rempah customers. Other than that, the absence of regular purchases from customers is also a problem for the Cerita Rempah. The result of this research determines the right method and applicable for Cerita Rempah with using the AIDA+R. The use of AIDA+R is to see what activities must be done with Cerita Rempah, for each activity will be seen what goals will be achieved, and how the strategy to achieve these goals.This activity plan will be carried out periodically every month, in order to attract the attention of potential customers, so that they have the desire to try and buy Cerita Rempah product, this activity also applies to customers from Cerita Rempah to make repeat purchases and regularly.