Boosting Market Competitiveness of Wukirsari’s Wedang Uwuh via Integrated Branding and Digital Marketing Strategies in the Herbal Product Sector

Abstract

This study examines the challenges and opportunities for enhancing the market competitiveness of Wedang Uwuh, a traditional herbal drink produced by BUMDes Wukirraya in Yogyakarta, Indonesia. Using Participatory Action Research (PAR), we identified critical issues impeding the product's market penetration, particularly in reaching international tourists. Our observations revealed significant deficiencies in product packaging, branding, and marketing strategies. The current packaging lacks visual appeal, essential product information, and professional branding elements, while marketing efforts remain predominantly traditional with minimal digital presence. Through collaborative engagement with village officials, BUMDes management, and community members from May to June 2025, we developed an integrated intervention strategy focusing on professional packaging redesign and comprehensive digital marketing implementation. Drawing on empirical evidence from recent studies by Satrio et al. (2023) and Harmawan et al. (2023), our recommendations include creating durable, informative packaging with multilingual content, establishing a robust online presence through social media and e-commerce platforms, and building local capacity in digital marketing skills. This community service initiative demonstrates how integrated branding and digital marketing approaches can transform traditional village products into competitive market offerings, contributing to village economic self-reliance in Indonesia. The findings provide valuable insights for policy development supporting BUMDes across the country and offer a replicable model for similar community-based enterprises.