Tugas Akhir

Strategy of rebranding and repackaging of msme products of ibu sundari in improving consumer buying interest / Muftiah Okta Andini

Abstrak
Rebranding is an important strategy for MSMEs to create differentiation in an increasingly saturated market. Through updating visual and brand communication elements such as logos names and packaging MSMEs can update their product image to make it more relevant and attractive in the eyes of consumers. Not only as a marketing tool rebranding also plays a strategic role in the long run. MSMEs need to ensure that the new message and identity conveyed remain consistent with the brand s core values and do not confuse existing customers. When done right rebranding can change public perception build brand uniqueness and encourage increased buying interest among new and existing consumers. This proves that rebranding is not just a visual update but also a strategic effort to adapt to market dynamics and consumer preferences. This study shows that logo design and packaging design that are carried out in a targeted manner and according to the characteristics of MSME products are able to increase visual appeal strengthen brand image and increase consumer trust and buying interest. By applying the ADDIE model systematically the design process takes place in a structured and effective manner from the analysis stage to the evaluation. The validation of the design expert resulted in an average score of 3.71 and a percentage of 92.85% which was categorized as very feasible while the results of the consumer evaluation showed a significant influence of design on buying interest with an average score of 3.67. These findings imply that the rebranding and repackaging strategy has a real impact in increasing product attractiveness and strengthening the brand image of Ms. Sundari s MSMEs. A more attractive and professional visual design not only makes the product stand out more in the market but also builds the perception of quality and consumer trust. On this basis MSMEs have a greater opportunity to develop more effective marketing strategies and compete more competitively in the local and wider markets.

Informasi Detail

DDC

TUGAS AKHIR DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen Pemasaran, 2025.

Deskripsi Fisik

xvii, 76 hlm. : ilus.

Bahasa

No Reg

0047/TA/25

Edisi

Tugas Akhir (Diploma)--Universitas Negeri Malang. 2025

Subjek

1. REBRANDING - STRATEGI PEMASARAN
2. REPACKAGING - MINTA BELI KONSUMEN
3. REBRANDING - MARKETING STRATEGY

Pembimbing

1. Rayie Tariaranie Wiraguna, S.e., M.m.

Lampiran Berkas