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Turnitin Reviving the Essence of Local Identity: Improving Coffee Packaging for Community-Based MSMEs
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Keywords:
local MSMEs, coffee packaging, community-based
Giyanti Coffee MSMEs on Mount Sumbing, Magelang, encounter challenges with ineffective branding and packaging, diminishing consumer interest. Using an Asset-Based Community Development (ABCD) approach, the initiative identified existing community strengths, leading to the creation of two innovative logo designs aimed at revitalizing brand identity. Through collaborative workshops, logo development, and guided mentorship, Giyanti Coffee MSMEs achieved notable improvements in brand recognition and market appeal. Enhanced branding and visual marketing strategies strengthened consumer perception, resulting in a more distinct and appealing brand image. The initiative highlights the importance of ongoing community engagement in building sustainable branding capabilities and supporting market expansion.
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Gretzel, Ulrike, and Maria Collier de Mendonça. “Smart Destination Brands: Semiotic Analysis of Visual and Verbal Signs.” International Journal of Tourism Cities 5, no. 4 (2019): 560–80. https://doi.org/10.1108/IJTC-09-2019-0159.
Jiang, Yuwei, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay. “Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments.” Journal of Consumer Research 42, no. 5 (2016): 709–26. https://doi.org/10.1093/jcr/ucv049.
Jun, Yesel, and Hyunju Lee. “A Sound Brand Identity Design: The Interplay between Sound Symbolism and Typography on Brand Attitude and Memory.” Journal of Retailing and Consumer Services 64, no. July 2021 (2022): 102724. https://doi.org/10.1016/j.jretconser.2021.102724.
Kaur, Harsandaldeep, and Kanwalroop Kaur. “Connecting the Dots between Brand Logo and Brand Image.” Asia-Pacific Journal of Business Administration 11, no. 1 (2019): 68–87. https://doi.org/10.1108/APJBA-06-2018-0101.
Lemon, Mark. “Packing in Meaning.” The American Journal of Semiotics 34, no. 3 (2018): 371–98. https://doi.org/10.5840/ajs201931448.
Lestariningsih, Dewi Nastiti, Raima Maslan Sihombing, Indah Okitasari, Nining Nur Alaini, Aditya Wardhani, and Exti Budihastuti. “Multimodal Linguistic Landscape in Lombok: A Case Study of Product Branding.” Theory and Practice in Language Studies 13, no. 12 (2023): 3330–37. https://doi.org/10.17507/tpls.1312.31.
MacDonald, Cathy. “Understanding PAR: A Qualitative Research Methodology.” Canadian Journal of Action Research 13, no. 2 (2012): 34–50.
Profile, S E E. “Brand Identity of Montenegro through Verbal and Visual Elements of Its Logo.” Journal of Marketing Development and Competitiveness 12, no. 4 (2018). https://doi.org/10.33423/jmdc.v12i4.205.
Purwaningsih, Endang. “Role of Trademark in Improving Legal and Competitive Awareness.” Law Reform: Jurnal Pembaharuan Hukum 16, no. 1 (2020): 1–18. https://doi.org/10.14710/lr.v16i1.30301.
Saad, Nourhan Ah, Sara Elgazzar, and Sonja Mlaker Kac. “Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence.” Sustainability (Switzerland) 14, no. 9 (2022). https://doi.org/10.3390/su14095011.
Syed Alwi, Sharifah Faridah, and Philip J. Kitchen. “Projecting Corporate Brand Image and Behavioral Response in Business Schools: Cognitive or Affective Brand Attributes?” Journal of Business Research 67, no. 11 (2014): 2324–36. https://doi.org/10.1016/j.jbusres.2014.06.020.
Torbarina, Matia, Nina Grgurić Čop, and Lara Jelenc. “Logo Shape and Color as Drivers of Change in Brand Evaluation and Recognition.” Naše Gospodarstvo/Our Economy 67, no. 1 (2021): 33–45. https://doi.org/10.2478/ngoe-2021-0004.
Touboulic, Anne, and Helen Walker. “A Relational, Transformative and Engaged Approach to Sustainable Supply Chain Management: The Potential of Action Research.” Human Relations 69, no. 2 (2016): 301–43. https://doi.org/10.1177/0018726715583364.
Wu, Ying Qi, and Cecilia Yin Mei Cheong. “Corporate Branding of Academic Institutions: Semiotic Communication of Logos and Names.” Journal of Marketing for Higher Education 0, no. 0 (2021): 1–23. https://doi.org/10.1080/08841241.2021.1989544.
Ratnawati, S., & Eka Atmaja, H. (2024). Reviving the Essence of Local Identity: Improving Coffee Packaging for Community-Based MSMEs. Engagement: Jurnal Pengabdian Kepada Masyarakat, 8(2), 383 -395. https://doi.org/10.29062/engagement.v8i2.1743
