Pemberdayaan UMKM Melalui Strategi Rebranding Kemasan Produk pada Jamu Tradisional Ibu Nur dan Snack Ibu Eti

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 Jamu Tradisional Ibu Nur and Snack "Rizki-Berlin," 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 Jamu Tradisional Ibu Nur and Snack "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.

Keywords: Rebranding, Packaging, SMEs