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All Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan JIMEK
Anisa Putri Maharani
Universitas Cipasung Tasikmalaya
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Peran Branding dan Packaging terhadap Peningkatan Daya Tarik Produk Lokal : Studi Kuantitatif pada UMKM Kerupuk Cikur Silawas Anisa Putri Maharani; Rina Madyasari; Alfin Nur Arifah; Ardhiansyah Ardhiansyah
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.12392

Abstract

Competition in the Micro, Small, and Medium Enterprises (MSMEs) sector is becoming increasingly intense, requiring business owners to enhance product attractiveness in order to remain competitive in the market. One strategy that can be implemented is strengthening branding and improving packaging to build a strong product identity while attracting consumers' attention. This study aims to examine the influence of branding and packaging on product attractiveness at Kerupuk Cikur Silawas MSME. This study employed a quantitative approach with a causal research design. The population consisted of consumers who had seen or purchased Kerupuk Cikur Silawas products in Tasikmalaya Regency. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The findings indicate that branding has a positive and significant effect on product attractiveness, with a t-value of 4.726 and a significance level of 0.000. Packaging also has a positive and significant effect on product attractiveness, with a t-value of 4.667 and a significance level of 0.000. The Adjusted R Square value of 0.568 indicates that branding and packaging explain 56.8% of the variation in product attractiveness, while the remaining 43.2% is influenced by other factors not included in the research model. These findings suggest that strengthening branding and improving packaging can enhance product attractiveness. Therefore, both aspects should receive greater attention from MSMEs owners as strategic efforts to improve product competitiveness in the market.
Pemberdayaan UMKM Melalui Rebranding, Legalitas, dan Digitalisasi: Studi Kasus Program Level Up UMKM di Desa Banyuresmi, Tasikmalaya: Pengabdian Alfin nur Arifah; Ghina Nishfy Sya’bani; Aida Siti Nurmalia; Fajar Septiana; Adi Nugraha; Muhammad Riski Triana; Habib Haedar; Sri Indri Oktavian; Nabila Luthfiyyah; Nadia Angraeni; Adinda Kustiani; Sindy Kania Suryani; Sinta Khoerunnisa; Abdul Aziz Kelinsman; Anisa Putri Maharani; Muhammad Khoerulrijjal Salsabila J; Syifa Aenun Naja; Muhamad Amirul Rizki; Ikbal Maulana; Vanesa Selyandra
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5148

Abstract

The objective of this Community Service Program is to to empower MSMEs in Banyuresmi Village through strengthening rebranding, legality, and digitalization to enhance business competitiveness and sustainability in the Industry 4.0 era. The community service activity employed a participatory approach involving 28 selected MSMEs from 62 registered MSMEs based on business sustainability criteria and willingness to participate in the mentoring program. The implementation method was divided into three stages: (1) planning and problem identification through field observations, discussions with MSME owners and village officials, and needs analysis; (2) education and training on the importance of branding, business legality (NIB, PIRT, Halal certification), and digital media utilization; and (3) implementation and direct mentoring, including logo design, brand development, packaging, digital promotion, and facilitation of legality arrangements in collaboration with relevant agencies. The results indicated that prior to the program, approximately 90% of MSMEs lacked brand identity, only 15% possessed business legality, and 85% had not utilized digital marketing. Following the mentoring program, the majority of MSMEs acquired logos and simple packaging, approximately 85% successfully obtained NIB (Business Identification Number), and most began actively using social media as promotional platforms. These findings indicate that the integration of rebranding, legality, and digitalization through a participatory approach constitutes an effective empowerment strategy for strengthening the capacity and competitiveness of rural MSMEs.
Co-Authors Abdul Aziz Kelinsman Adi Nugraha Adinda Kustiani Aida Siti Nurmalia Alfin Nur Arifah Alfin Ardhiansyah Ardhiansyah Fajar Septiana Ghina Nishfy Sya’bani Habib Haedar Ikbal Maulana Muhamad Amirul Rizki Muhammad Khoerulrijjal Salsabila J Muhammad Riski Triana Nabila Luthfiyyah Nadia Angraeni Rina madyasari Sindy Kania Suryani Sinta Khoerunnisa Sri Indri Oktavian Syifa Aenun Naja Vanesa Selyandra