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Sakinah
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Journal : TRIBUTE: JOURNAL OF COMMUNITY SERVICES

 1 
OPTIMALISASI REBRANDING DAN PACKAGING UMKM SUTERA 97 DESA SUMBER AGUNG, BENGKULU UTARA Sinta Billkis, Vidya; Deromero, Derby; Dwi Setiawan, Ahmad; Intan Sabrina, Ghia; Pasla Gani, Ani; Tri Agustini, Nella; Wasianto, Ardi; Sakinah
TRIBUTE: JOURNAL OF COMMUNITY SERVICES Vol. 5 No. 2
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tribute.v5i2.36600

Abstract

Desa Sumber Agung, yang terletak di Kecamatan Arma Jaya, Kabupaten Bengkulu Utara, Provinsi Bengkulu, merupakan wilayah dengan potensi sumber daya alam yang kaya, di mana mayoritas penduduknya adalah petani. UMKM Sutera 97, yang beroperasi di desa ini, memanfaatkan kekayaan alam lokal untuk memproduksi berbagai produk makanan dan minuman, termasuk keripik dan minuman herbal. Saat ini, produk-produk UMKM Sutera 97 dipasarkan dengan kemasan ziplock bertuliskan stiker sederhana, yang dinilai belum optimal dalam menarik minat konsumen dan membedakan produk dari pesaing. Optimalisasi desain kemasan diperlukan untuk meningkatkan daya tarik produk. Penelitian menunjukkan bahwa desain kemasan yang baik dapat memperbaiki citra produk dan meningkatkan nilai di mata konsumen (Ari Widiati, 2019). Desain visual kemasan yang menarik juga berperan penting dalam menciptakan persepsi positif terhadap kualitas produk dan mempengaruhi keputusan pembelian (Hasanah & Setiyo Pambudi, 2023; Sosianika et al., 2022). Dengan mengadopsi desain kemasan yang lebih berkualitas dan khas, UMKM Sutera 97 berpotensi meningkatkan daya saing dan volume penjualannya di pasar lokal maupun nasional. Sumber Agung Village, located in Arma Jaya Subdistrict, North Bengkulu Regency, Bengkulu Province, is a region with rich natural resources, where the majority of the population are farmers. The Sutera 97 MSME, operating in this village, leverages local natural wealth to produce a variety of food and beverage products, including chips and herbal drinks. Currently, Sutera 97 MSME products are marketed in ziplock packaging with simple stickers, which are considered less than optimal in attracting consumer interest and differentiating the products from competitors. Optimizing packaging design is necessary to enhance product appeal. Research indicates that good packaging design can improve product image and increase value in the eyes of consumers (Ari Widiati, 2019). Attractive visual packaging design also plays a crucial role in creating positive perceptions of product quality and influencing purchasing decisions (Hasanah & Setiyo Pambudi, 2023; Sosianika et al., 2022). By adopting a higher-quality and more distinctive packaging design, Sutera 97 MSME has the potential to increase its competitiveness and sales volume in both local and national markets.
Co-Authors Abdu, Muhammad Abdul Gafara Karim Abdul Rivai Adrian Nur Farhan Ahmad Efendi Ahmad Fikri Aini, Jannatul Aini, Nur Aini Farida Ainur Rifqi, Ainur Akbar Sujiwa Aliyah Sayyidina Putri Bahtiar Almunadiya Alwan, Muhammad Amalia, Kaniati Amrozi Khamidi Anisa Setia Amelia Arie Chintya Martania Arlina Aswad Asrasal Ayu Anora Az Zahra, Ladya Cheryl Azhari Azmi, M. Hairul Bariah, Oyoh Dalimunthe, Arpin Darmiyati, Iin Delmira Putri Deromero, Derby Dewi, Puspita Komala Dewi, Tiara Kurnia Sari Dwi Retnaningsih Dwi Setiawan, Ahmad Elicukia Elvina Desriyanti Fadila, Tiwi Fadilah, Raghil Fahrurrozi Febriyanti Br. Pasaribu Firdaus Flora Patricia Anggela Gunawan, Erix Haryadi, Rendi Hasbi, M. Khairul Hasir Herdiana, Ria Herlina Herol Intan Sabrina, Ghia Irda Sari Islam, Muh. Fajar Iswaliyah, Rabialda Joko Wiyono Juandti, Dygta Tri Juse Roejanto Kiamuddin, Muhammad Lestari, Aisah Dwi Lia Khaerunnisa M. Makbul Mardiyah Mita, Reginas Weri Laras Mochamad Nursalim Mohammad Syahidul Haq Muhamad Yahya Muhammad Hendrizal Nella Tri Agustini, Nella Tri Netti Nurlenawati Nur Aini Fauziyah Pasla Gani, Ani Rachmawati Rahma, Tri Indah Fadhila Rahmah, Siti Nurul Rahmi Amir Rahmiatul Aula Ramadan, Mohammad Naufal Ramadhani, Prastika Raudhatinur Rinaldi, Cherry Rizal, M. Khairul Roesminingsi, Erny Rohmawati, Nanda Rorizki, Fitri Salma Sephira Auriana Shalihah, Imraatus Shalihah, Maratun Silalahi, Purnama Ramadhani Sinta Billkis, Vidya Suherman, La Ode Achmad Supian supratman, supratman supratman Supriadi sutrisno, prasetyo aji Syahrul Khairati Syamsuriadi Syanqaiti, Muhammad Syarif Permana Salingkat Taufiq Syam Ulfah, Annisa USWATUN HASANAH Wahyu Dwi Lestari Wahyu Syarvina Wahyuningsih Wasianto, Ardi Widhiantari, Ida Ayu Wijaya, Fauziyah Vida Rahmah Yuda Syahidin Yudiaryono YULIANI Yunengsih, Yuyun Yuniatari, Yuniatari