Branding Strategy, Eco-Friendly Packaging, and Product Image in Increasing the Competitiveness of Local MSMEs: A Study in Asinan Village
DOI:
https://doi.org/10.55606/jaemb.v5i1.7558Keywords:
Branding, Environmentally Friendly Packaging, Product Image, Competitiveness, MSMEsAbstract
This study aims to analyze the influence of branding, environmentally friendly packaging, and product image on the competitiveness of MSME products in Asinan Village, Bawen District, Semarang Regency. Effective branding is believed to be able to create emotional connections with consumers, environmentally friendly packaging becomes an added value that is relevant to the sustainability trend of the modern market, and product image plays an important role in shaping consumer perceptions of product quality and excellence. The research approach uses an associative quantitative method with multiple linear regression analysis techniques. A sample of 30 MSME actors was selected by purposive sampling and analyzed using the SPSS version 25 application. The results showed that branding, environmentally friendly packaging, and product image have a positive and significant effect on product competitiveness, both partially and simultaneously. The coefficient of determination (R²) value of 76.5% indicates the dominant contribution of the three variables to increasing MSME competitiveness. This study provides a practical contribution to village MSME empowerment strategies based on emotional, visual, and market perception values.
References
[1] R. C. Milyantono, E. T. Puspita, A. Wulandari, and F. Yuliaty, “Systematic Review: Strategi Pemberdayaan Umkm Berbasis Keberlanjutan Dari Berbagai Daerah di Indonesia,” in Prosiding Seminar Sosial Politik, Bisnis, Akuntansi dan Teknik, 2024, pp. 285–298.
[2] T. Yuliaty, “Strategi UMKM Dalam Menghadapi Persaingan Bisnis Global,” Mbia, 2020.
[3] S. R. Dewi, S. Sriyono, and S. Sumartik, “Pendampingan dan penguatan UMKM Desa Kenongo melalui branding dan legalitas produk di masa pandemi Covid-19,” J. Pengabdi. Masy. IPTEKS, vol. 7, no. 1, 2021.
[4] N. Narto and G. B. Hm, “Strengthening Pudak’s Marketing Strategy in the Midst of the Covid-19 Pandemic to Increase the Competitive Advantage of Gresik’s Micro, Small and Medium Enterprises,” INTECH J. Ind. Eng. Serang Raya Univ., vol. 6, no. 1, pp. 48–54, 2020.
[5] E. Wulandari and I. Murniawaty, “Peningkatan keunggulan bersaing melalui diferensiasi produk dan diferensiasi citra serta pengaruhnya terhadap kinerja pemasaran IKM kopi di Kabupaten Temanggung,” J. Manaj. Pemasar., vol. 13, no. 2, pp. 69–77, 2019.
[6] D. S. K. Tobing and G. Ardhyansyah, “Sosialisasi UMKM dan Pembuatan Label Produk Sebagai Program Pengembangan Umkm Lokal Desa Sumbersari Kabupaten Bondowoso,” J. Pengabdi. Masy. Appl., vol. 1, no. 2, pp. 85–95, 2022.
[7] M. Muhajirin and K. Kamaluddin, “Orientasi Pasar dan Invasi Produk Pengaruhnya Terhadapa Keunggulan Bersaing (Studi Pada UMKM Tenun Gedogan Kota Bima),” in Seminar Nasional Multi Disiplin Ilmu Universitas Asahan, 2019.
[8] S. M. Putri and D. Maizana, “Optimal smart grid management system in campus building,” J. Nas. Tek. Elektro, pp. 139–143, 2020.
[9] H. A. Fachriyan, J. Jamhari, I. Irham, and L. R. Waluyati, “Perubahan Traditional Marketing Mix (4P) di dalam E-Marketplace dan Dampaknya pada Keunggulan Posisional Bersaing UMKM Pangan,” AKSES J. Ekon. dan Bisnis, vol. 16, no. 2, 2021.
[10] Y. Suherlan and E. Widiyanti, “The model of eco-friendly packaging center to increase the competitiveness of MSMEs’ local products,” in IOP Conference Series: Earth and Environmental Science, IOP Publishing, 2021, p. 12072.
[11] E. Purwaningsih, “Intellectual property rights in supporting entrepreneurship in Indonesia micro small medium enterprises scale,” J. Adv. Res. Law Econ., vol. 10, no. 39, pp. 336–347, 2019.
[12] N. M. A. Widiastini, I. K. S. Arsa, A. M. Syah, and D. Hajarrahmah, “How Do Micro, Small, and Medium Enterprises (MSMEs) in Bali Survive the Pandemic? A Qualitative Study in Buleleng, Tabanan, Gianyar, and Denpasar,” Int. J. Prof. Bus. Rev., vol. 8, no. 3, pp. 1–24, 2023, doi: 10.26668/businessreview/2023.v8i3.829.
[13] L. Primantari, R. A. Trihatmoko, and T. Handoko, “Branding of Products As a Region and Country Icon: Governance and Entrepreneurship in the Textile Industry,” J. Gov. Regul., vol. 11, no. 2, pp. 50–61, 2022, doi: 10.22495/jgrv11i2art5.
[14] A. A. Mayura, I. N. Sucipta, and P. K. D. Kencana, “Persepsi Konsumen Terhadap Bahan dan Desain Kemasan Jambu Kristal (Psidium guajava) Ramah Lingkungan,” J. Beta (Biosistem dan Tek. Pertanian) Vol., vol. 9, 2020.
[15] M. K. N. Pasaribu, A. N. Larasati, D. F. Siahaan, and B. Manik, “Upaya Peningkatan Penjualan pada UMKM Tahu Sumedang Putri Deli Medan melalui Kemasan Ramah Lingkungan dan Strategi Digital Marketing,” Bima Abdi J. Pengabdi. Masy., vol. 3, no. 1, pp. 57–67, 2023.
[16] M. S. Akilie, “Tren kemasan edible sebagai kemasan pangan terkini dan masa depan: the tren of edible film as food packaging for the present and future,” J. Agric. Rev., vol. 3, no. 1, pp. 49–60, 2024.
[17] D. N. Lestariningsih, R. M. Sihombing, I. Okitasari, N. N. Alaini, A. Wardhani, and E. Budihastuti, “Multimodal Linguistic Landscape in Lombok: a Case Study of Product Branding,” Theory Pract. Lang. Stud., vol. 13, no. 12, pp. 3330–3337, 2023.
[18] E. Winarti, D. Purnomo, and J. Akhmad, “Analisis faktor-faktor yang mempengaruhi daya saing usaha mikro kecil dan menengah (UMKM) di Perkampungan Industri Kecil (PIK) Pulogadung Jakarta Timur,” Small, vol. 8, no. 2, 2019.
[19] S. Juminawati, “Analisis Pengaruh Orientasi Pasar, Inovasi Produk, dan Strategi Pemasaran terhadap Daya Saing UKM di Pasar Lokal: Studi pada Industri Kreatif di Bandung, Indonesia,” J. Bisnis Dan Manaj. West Sci., vol. 3, no. 1, pp. 1–10, 2024.
[20] R. R. Putra, D. A. Nawawi, and R. Asy’ari, “Kreatifitas Dan Inovasi Untuk Daya Saing Usaha Pariwisata Kreatif,” Pariwisata Budaya J. Ilm. Pariwisata Agama Dan Budaya, vol. 8, no. 1, pp. 1–13, 2023.
[21] A. I. Santoso, E. Widiyanti, and J. A. Moenib, “Peningkatan Daya Saing Produk Pertanian Appoli Melalui Perbaikan Kemasan Dan Pemanfaatan Digital Marketing,” J. Abdimas BSI J. Pengabdi. Kpd. Masy., vol. 5, no. 2, pp. 291–303, 2022.
[22] A. Nopriyanto, “Peningkatan Literasi Akuntansi Pada UMKM Melalui Pelatihan Pengelolaan Keuangan Sederhana di Wilayah Pedesaan,” J. Community Serv., vol. 6, no. 2, pp. 25–38, 2024.
[23] S. D. Permatasari and I. Suprapti, “Preferensi Konsumen Madu di Kecamatan Burneh Kabupaten Bangkalan (Studi Kasus: UMKM Lufa Madu Murni),” Agriscience, vol. 1, no. 3, pp. 685–697, 2021.
[24] A. T. Purwandari, O. N. Samijayani, N. Tsabitah, and N. R. Amalia, “Pelatihan Strategi Pemasaran untuk UMKM Desa Pagelaran Banten,” J. Res. Appl. Community Serv., vol. 3, no. 1, pp. 9–18, 2024.
[25] H. Iswari, F. Hunaini, P. Kirana, A. Aksar, H. Nur, and S. Nadiva, “Pemberdayaan Ekonomi Masyarakat Melalui Pengembangan Usaha Mikro Di Kampung Glintung Water Street,” in The 6th Conference on Innovation and Application of Science and Technology, 2023.
[26] N. Alfian and W. Maulana, “Peningkatan Omzet UMKM Guna Menjaga Perekonomian Masyarakat Desa di Masa Pandemi Covid-19,” JPPM (Jurnal Pengabdi. Dan Pemberdaya. Masyarakat), vol. 6, no. 2, pp. 241–246, 2022.
[27] N. M. D. Astikarani and Y. W. P. I. Komang, “Pemanfaatan Digital Marketing sebagai Strategi Komunikasi Pemasaran Efektif dan Inovatif untuk Menarik Konsumen UMKM,” Waisya J. Ekon. Hindu, vol. 3, no. 2, pp. 133–147, 2024.
[28] T. Widodo and A. Setyawan, “Pengaruh Kualitas Produk, Harga, Promosi Dan Distribusi Terhadap Kepuasan Konsumen Umkm Olahan Singkong Dan Ubi ‘Yaska 57’ Tingkir Salatiga,” Among Makarti, vol. 16, no. 1, 2023.
[29] A. F. Y. Al Qordhowi, “The Use of Agile and Scrum Methods in the Implementation of Advertising Media Construction Projects Reviewed from Time Limitations and Project Locations Adjacent to Cultural Heritage Buildings,” Electron. J. Educ. Soc. Econ. Technol., vol. 6, no. 1, 2025.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
