This study aimed to analyze the value of consumers’ willingness to pay for the Instant Wedang Uwuh product produced by CV Dewi Makmur. The product was an innovative traditional herbal drink presented in an instant form, making it more practical to serve. The research was conducted using a quantitative approach, utilizing both primary and secondary data obtained through direct observation and the distribution of questionnaires to prospective consumers. The method used to determine the willingness to pay value was the Contingent Valuation Method (CVM), an economic valuation approach based on consumers’ perceptions of the product, using an open-ended question technique. To analyze the influencing factors and test hypotheses, logistic regression was applied with the aid of the Statistical Package for the Social Sciences (SPSS) version 25.0. The results showed that consumers’ willingness to pay for the Instant Wedang Uwuh product reached IDR 25,190 per product or per box containing 5 sachets, each weighing 25 grams. This value was 26% higher than the previously offered selling price of around IDR 20,000. The factor found to have a significant influence on willingness to pay was the product quality variable, indicating the potential for increasing the market selling price while maintaining product quality.

This study aims to analyze the technical efficiency of herbal product sales at PT X, Sleman branch, with a focus on determining the most efficient input and output variables. The research adopts a descriptive quantitative approach, utilizing the Data Envelopment Analysis (DEA) method to measure efficiency. Several input variables are assessed, including the number of active employees, basic salary, allowances, and bonuses, while the output variable considered is the total amount of herbal product sales. The results, obtained through efficiency measurement using the WinDEAP software, reveal that 50% of the Decision-Making Units (DMUs) are inefficient. Specifically, DMU 1, DMU 3, DMU 4, DMU 5, and DMU 6 fail to achieve optimal efficiency levels. To address this, recommendations for improvement are provided by referring to the efficient DMUs. These recommendations involve tailored input and output adjustments aimed at optimizing sales. Efficiency can be realized if each employee earns a salary of Rp 4,109,733.00 while achieving a minimum sales target of 146 herbal products. Following these recommendations, an assessment of employee performance is conducted. The findings indicate that 30% of marketing employees demonstrate efficient sales performance, whereas 70% still struggle to reach efficiency targets, necessitating further adjustments.