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Sudrajat Sudrajat
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Optimizing the Village Government's Contribution in Strengthening the MSME Processed Products Business in Citemu Village, Cirebon Sudrajat Sudrajat; Mulfi Wulan Ningru; Iksan Iksan; Aquelino Da Costa Tilman
Economics Monetary Journal Vol. 2 No. 1 (2026): Economics Monetary Journal
Publisher : Asosiasi Persatuan Pengusaha Muda Teknik Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64910/v54cx508

Abstract

MSMEs of processed marine products in coastal areas have strategic potential in strengthening the local economy but still face limited institutional support at the village level. This study aims to analyze the contribution of the village government and formulate a strategy to optimize its role in strengthening the MSME seafood business in Citemu Village, Cirebon. The research uses a descriptive quantitative approach with a survey method of MSME actors and village government apparatus. Respondents comprised 62 people, namely 50 processed seafood MSME actors and 12 village officials selected purposively. Data was collected through structured questionnaires and documentation, using a 24 item five point Likert scale instrument that proved valid (r 0.412 to 0.781) and reliable (alpha 0.883 and 0.851), then analyzed using descriptive statistics and Spearman rank correlation. The results of the study show that the contribution of the village government is moderate (mean 3.32; SD 0.62) and correlates significantly with business actor trust (rs = 0.612; p < 0.01) and business sustainability (rs = 0.548; p < 0.01), but only weakly with business scale (rs = 0.241) and product competitiveness (rs = 0.196). Optimizing the contribution of the village government through integrated development planning, sustainable assistance, and strengthening village institutions is the key to encouraging the sustainable strengthening of MSMEs in marine processed products. These findings imply that village policy should shift from administrative recognition toward technical and market based assistance.
Model Rebranding dan Redesain Kemasan Produk Olahan Laut dalam Meningkatkan Persepsi Nilai dan Minat Beli Konsumen UMKM di Desa Citemu Cirebon Sudrajat Sudrajat; Siti Ratna Hernawati; Rejika Titania; Reffa Indri Aullia
Jurnal Pendidikan Indonesia Vol. 7 No. 9 (2026): Jurnal Pendidikan Indonesia (Japendi)
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v7i9.10689

Abstract

Produk olahan laut yang dihasilkan oleh Usaha Mikro, Kecil, dan Menengah (UMKM) di wilayah pesisir masih menghadapi berbagai tantangan pemasaran, terutama rendahnya persepsi nilai dan minat beli konsumen akibat lemahnya identitas merek serta kurang menariknya desain kemasan. Penelitian ini bertujuan untuk menganalisis pengaruh rebranding dan redesain kemasan terhadap persepsi nilai serta minat beli konsumen produk olahan laut UMKM di Desa Citemu, Cirebon. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei terhadap konsumen produk olahan laut UMKM yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis melalui statistik deskriptif serta analisis hubungan antarvariabel. Hasil penelitian menunjukkan bahwa rebranding dan redesain kemasan berpengaruh positif terhadap persepsi nilai konsumen. Penguatan identitas merek dan pembaruan tampilan kemasan berkaitan dengan meningkatnya penilaian konsumen terhadap kualitas, kepercayaan, daya tarik produk, serta kesesuaian antara manfaat dan harga yang ditawarkan. Selain itu, persepsi nilai terbukti berperan signifikan dalam meningkatkan minat beli konsumen. Temuan ini menunjukkan bahwa persepsi nilai menjadi faktor penting yang menjembatani pengaruh strategi rebranding dan redesain kemasan terhadap minat beli. Penelitian ini menyimpulkan bahwa penguatan identitas merek dan inovasi desain kemasan merupakan strategi pemasaran yang relevan untuk meningkatkan daya saing produk olahan laut UMKM pesisir melalui pembentukan persepsi nilai yang lebih positif.
Co-Authors Aquelino Da Costa Tilman Iksan Iksan Mulfi Wulan Ningru Reffa Indri Aullia Rejika Titania Siti Ratna Hernawati