Pemberdayaan UMKM Melalui Strategi Rebranding Kemasan Produk tempe goreng Di  desa Talun Kab.Cirebon

nurjanah nurjanah; Rosdita Indah Yuniawati; mukhammad wahyudin

nurjanah nurjanah Institut Pesantren Babakan (IPEBA) Cirebon
Rosdita Indah Yuniawati STAIMA CIREBON
mukhammad wahyudin STAIMA CIREBON

Abstract

Product packaging is a crucial indicator in building identity and maintaining the existence of MSMEs in the
era of digitalization and increasing business competition. Many MSMEs neglect the importance of packaging,
which raises the risk of threats to their existence. This study focuses on MSMEs Tempe goreng
which, despite having a wide market reach, still have simple packaging that does not adequately reflect their
identity. The research employs observation and mentoring methods to improve packaging through
rebranding strategies. The aim of this rebranding is to enhance the visual appeal and competitiveness of the
products, as well as to ensure that Tempe goreng"Rizki-Berlin" remain relevant and competitive in the
market. Additionally, this rebranding is expected to contribute to the development of MSME packaging and
strengthen their market position.