Rebranding and Redesign Model of Packaging of Marine Products in Increasing the Perception of Value and Buying Interest of MSME Consumers in Citemu Village, Cirebon

Aquelino da Costa Tilman (Politeknik Siber Cerdika Internasional, Indonesia)
Dayuni Dayuni (Politeknik Siber Cerdika Internasional, Indonesia)

Indonesian Journal of Multidisciplinary Science
Vol. 4 No. 6 (2025): Indonesian Journal of Multidisciplinary Science

challenge of low value perception and consumer buying interest due to weak brand identity and packaging appearance. Objectives: This study aims to analyze the rebranding and packaging redesign model in increasing the perception of value and consumer buying interest of MSME seafood products in Citemu Village, Cirebon. Method: The research method uses an explanatory quantitative approach with a survey method of MSME seafood consumers selected through purposive sampling techniques. Data were collected using a structured questionnaire and analyzed through descriptive statistical analysis and analysis of intervariable relationships. Results: The results of the study showed that packaging rebranding and redesign had a positive effect on consumer value perception, which was reflected in the increase in assessment of product quality, trust, product attractiveness, and value matching with price. Value perception has been proven to play a significant role in increasing consumer buying interest. Conclusion: These findings confirm that value perception is a key factor in bridging the influence of rebranding and packaging redesign on the purchasing decisions of MSME consumers.