Membangun Branding dan Labeling Produk Lokal Keripik Singkong untuk Meningkatkan Daya Tarik Konsumen

Abstrak

Abstract

Empowering communities through the development of Micro, Small, and Medium Enterprises (MSMEs) is a strategic approach to enhancing local economic welfare. This study focuses on the development of MSMEs producing cassava chips in Mekarsari Village, Bandung Barat Regency, emphasizing the importance of Branding and Labeling to boost product appeal. Mekarsari Village has significant agricultural potential with abundant cassava production. However, to fully leverage this potential, effective Branding and Labeling strategies are essential. The method used in carrying out this research was to adopt community empowerment-based steps. The research examines how developing a strong brand identity, appealing packaging design, and well-planned marketing strategies can help cassava chips penetrate broader markets. Proper Branding not only enhances product visibility but also creates a positive consumer perception, while informative Labeling increases packaging attractiveness. The findings indicate that implementing effective Branding and Labeling strategies has successfully expanded the market reach of local cassava chips and increased the income of local communities.