Analisis Proses Produksi dan Pemasaran Pabrik Jamu Air Mancur Karanganyar

Abstract

 The herbal medicine industry is one of the processing industry subsectors based on local wisdom that plays an important role in supporting the national economy and preserving traditional health culture in Indonesia. Pabrik Jamu Air Mancur Karanganyar, as an industrial-scale herbal medicine producer, faces challenges in maintaining production process consistency while expanding marketing reach amid increasing competition in the traditional medicine industry. This article aims to analyze the production process and marketing strategies implemented by Pabrik Jamu Air Mancur Karanganyar. The research method used is descriptive qualitative with a literature study and document analysis approach, supported by secondary data from industry reports, scientific publications, and official company sources. The results indicate that the production process has complied with Good Manufacturing Practices for Traditional Medicines (CPOTB), covering raw material selection, processing, packaging, and distribution. In terms of marketing, the company applies an integrated marketing mix combining conventional and digital marketing strategies. The findings suggest that the synergy between standardized production processes and adaptive marketing strategies is a key factor in maintaining competitiveness in the herbal medicine industry.