Visual Rebranding Desain Kemasan Produk Olahan Gula Jahe Seduh UMKM Berkah di Kabupaten Banyumas

Authors

  • Herta Tri Wahyu Universitas Amikom Purwokerto
  • Sarmini Sarmini Universitas Amikom Purwokerto
  • Pungkas Subarkah Universitas Amikom Purwokerto

DOI:

https://doi.org/10.33633/andharupa.v9i4.8311

Abstract

Abstrak Produk gula jahe seduh menjadi salah satu produk olahan rempah di Kabupaten Banyumas tepatnya di Kota Purwokerto. UMKM “Berkah” mencoba memasuki terobosan baru dalam mengejar tren gaya hidup sehat yang kekinian. Untuk meningkatkan eksistensi di khalayak konsumen dari produk ini, maka dilakukan proses rebranding terkait desain kemasan. Mengingat pentingnya proses rebranding, hal ini dilakukan untuk menyampaikan nilai tambah dan citra brand UMKM “Berkah” kepada konsumen. Metode dalam penelitian kualitatif ini menggunakan pendekatan Analisis USP (Unique Selling Proposition), Analisis SWOT, dan Analisis STP (Segmenting, Targeting, dan Positioning). Proses pengambilan data dengan wawancara agar nantinya mendapat informasi yang tepat dan mendalam. Melalui serangkaian tahapan perancangan dan pengujian mendapatkan respon yang positif untuk mengembangkan produk UMKM lebih dikenal oleh konsumen. Hasil penelitian ini adanya keterbaharuan desain kemasan pada produk olahan gula jahe seduh “Berkah” yang digunakan untuk keberlangsungan proses penjualan. Ada harapan bahwa melalui penelitian ini, produk olahan gula jahe seduh “Berkah” akan dapat bersaing bersama kompetitor lainnya. Kata Kunci: desain kemasan, gula jahe, rebranding, UMKM AbstractGinger Sweetened Sugar Products became one of the spice-processed products in the Banyumas District precisely in Purwokerto City. UMKM “Berkah” is trying to enter a breakthrough in pursuing the trend of a healthy lifestyle. To increase the existence in the consumer audience of this product, then carried out a rebranding process related to packaging design. Given the importance of the rebranding process, it is done to convey added value and image of UMKM brand 'Berkah' to consumers. The methods in this qualitative research use the USP (Unique Selling Proposition) analysis, SWOT analysis, and STP analysis approaches. (Segmenting, Targeting, and Positioning). The process of data collection with interviews to obtain accurate and in-depth information. Through a series of design and testing stages get a positive response to develop UMKM products better known by consumers. The result of this research is a renewal of the packaging design on the processed products of ginger sugar "Berkah" used for the sustainability of the sales process. It is hope that through this research, the processed ginger sugar product "Berkah" will be able to compete with other competitors. Keywords: ginger sweetened sugar, MSME, packaging design, rebranding

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Published

2024-06-19

Issue

Vol. 9 No. 04 (2023): December 2023

Section

Articles

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