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All Journal MASALIQ: Jurnal Pendidikan dan Sains Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Leony Leony
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Religion Humanities Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Penentuan Logo, Merek, dan Kemasan Produk Wedang Uwuh Menggunakan Metode Focus Group Discussion (FGD): Penelitian Leony Leony; Siwitri Munambar; Novia Aristi Rahayu
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.1543

Abstract

The purpose of this study is to design logos and brands limited to color, shape, and meaning using the Focus Group Discussion (FGD) method, which involves the owners and employees of P4S X in Kulon Progo Regency. This method was chosen to seek the opinions of business actors regarding packaging design that suits the character of the product and the desires of consumers. The research was conducted with a descriptive qualitative approach and was divided into two stages of FGD, namely the identification and evaluation stage of packaging design. The attributes discussed include the shape of the packaging, the color combination, the contents of the packaging, and the information that should be there. The results of the FGD show that the cultural identity and traditional values of wedang uwuh need to be reflected in the brand name, logo, and packaging of this product. An effective brand is one that is memorable and shows uniqueness and authenticity. Logos are supposed to display visual elements that represent the company's identity. Meanwhile, the ideal packaging is one that is practical, eco-friendly, and attractive. In addition, packaging design also needs information, such as composition, how to serve, and how to store so that consumers feel more confident to buy. The active participation of FGD participants also helps in designing logos, brands, and packaging that reinforce the product's identity as a traditional beverage
Analisis Konjoin untuk Preferensi Konsumen Kemasan Produk Wedang Uwuh di P4S X Kabupaten Kulon Progo Leony Leony; Siwitri Munambar; Novia Aristi Rahayu
MASALIQ Vol 5 No 3 (2025): MASALIQ: Jurnal Pendidikan dan Sains
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/masaliq.v5i3.5994

Abstract

Wedang uwuh is a traditional herbal drink made from spices, valued for both its health benefits and cultural significance, and is currently marketed by MSMEs such as P4S X in Kulon Progo Regency. In product marketing, packaging serves as a crucial element influencing consumer appeal and purchasing decisions. This study aims to identify consumer preferences for wedang uwuh packaging design using conjoint analysis. A mixed-method approach was employed, involving 96 respondents aged 17–75 who were familiar with or had consumed wedang uwuh, selected through purposive sampling. Four packaging attributes were analyzed: product information, packaging shape, packaging color, and quantity. The analysis revealed that product information was the most influential attribute in determining consumer preferences, followed by packaging color, shape, and quantity. Consumers tended to prefer rectangular packaging, bright colors such as red, yellow, or blue, a content quantity of 10 pcs, and complete information including ingredients, consumption instructions, expiration date, net weight, and producer identity. These findings affirm that informative and visually appealing packaging design significantly influences consumer preferences. The practical implication of this study offers strategic recommendations for MSMEs to develop packaging designs that align with market demands, thereby enhancing the competitiveness of traditional herbal products at both local and national levels.
Co-Authors Novia Aristi Rahayu