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All Journal RETORIKA: Jurnal Bahasa, Sastra, dan Pengajarannya Jurnal Abdi Insani
Alfridha Dwi Putri
Akademi Komunitas Industri Manufaktur Bantaeng
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics

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English and Semiotic Elements in Local Product Packaging: Consumer Interpretation and Purchase Intention Alfridha Dwi Putri; Jamaluddin Gesrianto A'ban; Fisma Fisma
RETORIKA: Jurnal Bahasa, Sastra, dan Pengajarannya Vol 19, No 1 (2026)
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/retorika.v19i1.83136

Abstract

This study investigates the role of English and visual semiotic elements in shaping consumer perception and purchase intention toward local food product packaging in Bulukumba, Indonesia. The research focuses on local snack and culinary packaging that combines English and Indonesian textual elements with visual components such as color, logos, and images. Using a mixed-method approach, the study combined quantitative survey data with qualitative Focus Group Discussions (FGD). Quantitative data were analyzed using descriptive statistics and Chi-Square analysis through SPSS version 30.0, while qualitative data were analyzed using thematic analysis within a multimodal semiotic framework based on the perspectives of Saussure, Peirce, and Barthes. The findings reveal that English in local product packaging functions primarily as a symbolic resource rather than solely as a communicative medium. Although many respondents demonstrated limited comprehension of English text, they still associated English-language packaging with modernity, prestige, and higher product quality. Visual elements such as color, logos, and imagery also significantly influenced consumer perception by creating emotional and sensory associations. The study further demonstrates that textual and visual elements operate complementarily, where English provides symbolic legitimacy and aspirational identity, while visual elements generate emotional engagement and product attractiveness. Furthermore, bilingual packaging combining English and Indonesian was perceived as more effective because it balances global appeal with local accessibility and cultural familiarity.
PENERAPAN PENINGKATAN FASILITAS GREENHOUSE MELALUI PENYEDIAAN STORAGE SHELVES UNTUK TANAMAN MERICA DAN LABEL KEMASAN Muhammad Aqdar Fitrah; Alfridha Dwi Putri; Hermin Hardyanti Utami; Hermansyah Hermansyah; Syaiful Syaiful
Jurnal Abdi Insani Vol 13 No 6 (2026): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v13i6.4015

Abstract

This community service aims to improve the efficiency and productivity of pepper cultivation by the Tani Sejahtera Small and Medium Enterprises (SMEs) in Balumbung Village by providing storage shelves in a greenhouse system and product packaging labels. Currently, supporting facilities such as storage shelves are still limited, where pots are arranged on the floor without any arrangement, making mobility and monitoring difficult, and increasing the risk of damage and contamination. Problems with packaging labels include limited understanding of label design, lack of knowledge regarding mandatory information, such as composition and production date. For this reason, the Bantaeng Manufacturing AK lecturer team will provide shelves made of rust-resistant metal and produce packaging labels, as well as become the basis for designing solutions or interventions, such as label design training, licensing assistance, or the provision of appropriate technology. Thus, this research is expected to contribute to improving the quality of MSME packaging. The activities carried out for five months, including needs identification, planning, procurement, installation, socialization, and monitoring and evaluation. This activity is expected to increase space efficiency and can be replicated by other farmer groups as an application of appropriate technology that supports food security. Keywords: Greenhouse, Pepper Plant, Storage Shelves, Packaging Label
Co-Authors Aqdar Fitrah, Muhammad Fisma Fisma Hermansyah Hermansyah Jamaluddin Gesrianto A'ban Syaiful Syaiful Utami, Hermin Hardyanti