Strategi Pemasaran Digital dalam Inovasi Produk Berbasis Rempah : Studi Pengembangan Minuman Mocktail Nusantara

Abstract

Abstract

This study aims to develop an innovative mocktail product made from local Indonesian spices as a healthy yet trendy beverage alternative. The main ingredients used include kencur (aromatic ginger), Javanese chili, fennel seeds, and red yeast rice (angkak), which are processed through boiling to produce a natural extract with distinctive aroma and flavor. The spice extract is then combined with strawberry syrup to balance the spicy and refreshing taste of the spices, creating a new and unique flavor profile characteristic of Nusantara mocktails. The production process is carried out hygienically by paying close attention to ingredient proportions, serving temperature, and visual presentation to achieve an appealing aesthetic quality. A sensory test was conducted with several respondents to evaluate the taste, aroma, appearance, and consumer acceptance of the product. The results showed that most respondents appreciated the balanced combination of spice and fruit syrup flavors and considered the product to have high market potential. The marketing strategy was implemented through digital platforms such as Instagram and Shopee Food by utilizing photo and short video content as well as interactive promotions. This study proves that Indonesian spices can be transformed into a modern beverage product with high market value and competitiveness through effective and sustainable digital marketing strategies.

Keywords: digital marketing, mocktail, Nusantara beverage, product innovation, spices.