Peran Desain Produk dalam Meningkatkan Brand Image: Studi Kasus UMKM Owpa Chicken Celup di Medan
Keywords:
Brand Image; Product Design; Visual Identity; Packaging Strategy; MSME MarketingAbstract
This study examines the role of product design in enhancing the brand image of the MSME Owpa Chicken Celup in Medan within a highly competitive fast-food market. Product design is positioned as a strategic resource that creates added value and shapes consumer perceptions through visual communication. A qualitative case study approach was employed, with data collected through in-depth interviews with the business owner and direct observation of key visual elements, including packaging layout, logo consistency, color and typography choices, and promotional displays across various sales channels. The analysis used descriptive thematic techniques to connect design attributes with perceived quality, trust, and brand recognition. The findings reveal that Owpa Chicken Celup places product design as a central component of brand development, where attractive and functional packaging enhances first impressions, supports hygiene and practicality, and encourages repeat purchases. A consistent logo and modern visual identity strengthen brand recall and differentiate the product from competitors, while design adjustments aligned with market trends and customer feedback further reinforce customer loyalty. Design expenditures are perceived as a long-term investment that enhances brand equity, supports pricing confidence, and contributes to sales growth and profitability. Overall, the study confirms that product design plays a crucial role in shaping MSME brand image, not merely as an aesthetic element but as an effective communication strategy that builds credibility and competitive advantage.
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