Analysis of the Implementation of Design Thinking in the Marketing Strategy Design of HerJamu MSMEs in Pangkalan Jambi Village

Abstract

This study aims to analyze the implementation of the Design Thinking approach in developing a marketing strategy for HerJamu MSME located in Pangkalan Jambi Village, Bengkalis Regency, Riau Province. HerJamu is a local herbal drink business facing challenges in expanding its market due to limited promotional channels and dependence on word-of-mouth marketing. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation. The Design Thinking framework, consisting of five stages—empathize, define, ideate, prototype, and test—was applied to explore innovative and user-centered marketing strategies. The results show that applying Design Thinking enabled HerJamu to identify customer needs, improve branding, and integrate digital marketing tools with traditional sales practices. This integration successfully expanded market reach and strengthened consumer trust while maintaining cultural authenticity. The findings suggest that Design Thinking serves as an effective framework for enhancing the competitiveness and sustainability of rural MSMEs by combining empathy-driven innovation with local identity.