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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.
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References
- Ari Widiati. (2019). Peranan Kemasan (Packaging) dalam Meningkatkan Pemasaran Produk Usaha Mikro Kecil Menengah (UMKM) di “Mas Pack” Terminal Kemasan Pontianak. Jurnal Audit Dan Akuntansi Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura, 8, 67–76.
- Hasanah, U., & Setiyo Pambudi, B. (2023). Pengaruh Kemasan dan Label terhadap Keputusan Pembelian. Jurnal Ekonomi, Koperasi & Kewirausahaan, 14(6).
- Mailani, A., Syarif, A. M., Azizah, A., Suci Delima, P., Putri, T., Riofita, H., Islam, U., Sultan, N., & Riau, S. K. (2023). Analisis Pengaruh Packaging Produk Terhadap Niat Beli Konsumen di Industri Kosmetik. Jurnal Manajemen Dan Akuntansi, 1(2), 10–15.
- Sosianika, A., Gunawan, A. I., Najib, M. F., Amalia, F. A., Senalasari, W., & Kania, R. (2022). Peran Penting Kemasan dalam Meningkatkan Persepsi Kualitas Produk Makanan. Bhakti Persada, 8(2), 85–92.
References
Ari Widiati. (2019). Peranan Kemasan (Packaging) dalam Meningkatkan Pemasaran Produk Usaha Mikro Kecil Menengah (UMKM) di “Mas Pack” Terminal Kemasan Pontianak. Jurnal Audit Dan Akuntansi Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura, 8, 67–76.
Hasanah, U., & Setiyo Pambudi, B. (2023). Pengaruh Kemasan dan Label terhadap Keputusan Pembelian. Jurnal Ekonomi, Koperasi & Kewirausahaan, 14(6).
Mailani, A., Syarif, A. M., Azizah, A., Suci Delima, P., Putri, T., Riofita, H., Islam, U., Sultan, N., & Riau, S. K. (2023). Analisis Pengaruh Packaging Produk Terhadap Niat Beli Konsumen di Industri Kosmetik. Jurnal Manajemen Dan Akuntansi, 1(2), 10–15.
Sosianika, A., Gunawan, A. I., Najib, M. F., Amalia, F. A., Senalasari, W., & Kania, R. (2022). Peran Penting Kemasan dalam Meningkatkan Persepsi Kualitas Produk Makanan. Bhakti Persada, 8(2), 85–92.