PACKAGING DESIGN OF SONOKANA MSME PRODUCTS BAKERY IN BANDUNG REGENCY
Abstract
MSMEs (Micro, Small and Medium Enterprises) have a significant role in the
country's economic growth. Based on data from the Ministry of Cooperatives and MSMEs,
the contribution of MSMEs to the Indonesian economy includes the ability to absorb 97%
of the total existing workforce and can collect up to 60.4% of total investment. Sonokana
Bakery is an MSME that sells various types of bread and donuts inspired by Japanese butter
cookies. The problems faced by Sonokana Bakery are the lack of recognition of the product
by pupils and students, the lack of visual identity in the packaging design for Sonokana
Bakery products, and the lack of attractiveness of Sonokana Bakery product packaging
compared to similar projects. This research uses data collection methods through a
qualitative approach in the form of observation, interviews, documentation and literature
study, as well as visual analysis methods, SWOT matrix analysis and matrix analysis, with
the aim of increasing the selling power of Sonokana Bakery products and targets through
more attractive packaging designs, has a visual identity and shows complete information.
With good packaging design, it is hoped that consumers will believe in the quality of
Sonokana Bakery products and increase the brand quality and selling value of Sonokana
Bakery products so that they can compete with other competitors and get a wider target
market.
Keywords: packaging design, MSMEs, Sonokana Bakery
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