The Effect of Packaging Design on the Improvement of MSME Brand Value Using the Pre-test and Post-tests Methods

DOI

10.2991/assehr.k.201202.086How to use a DOI?

Keywords

MSME, packaging design, brand value

Abstract

Indonesia is a country that is full of foods processed by local plants, such as cassava, potatoes, etc. This has triggered the growth of micro, small and medium enterprises (MSMEs). In various existing studies, the growth of MSMEs alone is sufficient to help the country’s economic growth and MSMEs are one of the sectors that are able to withstand various shocks to the economic crisis. It can be seen from several studies that MSME business actors are less concerned with product marketing strategies. The constraints of food MSME products in increasing competitiveness in the form of packaging that are not yet good are widely described in existing research. The involvement of the government and universities in economic activities, especially home industries, will have a major impact on increasing creativity and innovation, especially in packaging. Based on this explanation, a study was conducted to evaluate the use of packaging designs to increase the value of Indonesian local processed products. The research will use a quasi-experimental design with a pre-test-post-test one group design approach. The research data were drawn from 100 respondents in the Jakarta area and the results of the evaluation showed that packaging influenced the assessment of the product.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yana Erlyana
AU  - Nadya
PY  - 2020
DA  - 2020/12/03
TI  - The Effect of Packaging Design on the Improvement of MSME Brand Value Using the Pre-test and Post-tests Methods
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)
PB  - Atlantis Press
SP  - 261
EP  - 267
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201202.086
DO  - 10.2991/assehr.k.201202.086
ID  - Erlyana2020
ER  -