Electronic Theses and Dissertation

Umkm roti pinto makmur di aceh barat menggunakan kemasan polos tanpa label, logo, informasi produk, maupun identitas merek dengan skor penilaian konsumen 2,01 (rendah), sehingga diperlukan pengembangan kemasan untuk meningkatkan daya saing produk. penelitian ini bertujuan mengembangkan kemasan produk melalui pendekatan terintegrasi design thinking dan analisis branding visual, serta mengukur perbandingan penilaian konsumen antara kemasan awal dan hasil pengembangan secara kuantitatif. penelitian menggunakan pendekatan mixed methods. tahap kualitatif melalui observasi, wawancara, dan penerapan lima tahapan design thinking. tahap kuantitatif melalui kuesioner kepada 30 responden menggunakan skala likert 1-5 pada 10 indikator. instrumen telah diuji validitas dan reliabilitas dengan nilai cronbach's alpha 0,947 (sangat baik). analisis data menggunakan statistik deskriptif, uji t berpasangan (paired sample t-test), effect size cohen's d, dan importance-performance analysis (ipa). hasil penelitian menghasilkan desain kemasan baru dengan identitas visual kuat (logo, warna, tipografi, tata letak, dan qr code). penilaian konsumen meningkat signifikan dengan rata-rata skor 4,28 (sangat tinggi) atau peningkatan 113,0%. uji t berpasangan membuktikan perbedaan signifikan (t_hitung = 15,876 > t_tabel = 2,045; sig. 0,000) dengan effect size sangat besar (cohen's d = 3,88). faktor utama yang paling berpengaruh adalah informasi dan profesionalitas (129,5%) dan identitas merek (121,2%). penelitian ini berkontribusi pada pengembangan metode perancangan produk yang mengintegrasikan kebutuhan pengguna, identitas visual, dan teknologi digital, serta menyediakan model pengembangan kemasan berbasis design thinking dan branding visual yang dapat diterapkan oleh umkm lain. kata kunci: design thinking, branding visual, pengembangan kemasan, umkm, qr code

Roti Pinto Makmur MSME in West Aceh used plain packaging without labels, logos, product information, or brand identity with a consumer assessment score of 2.01 (Low), thus requiring packaging development to improve product competitiveness. This study aimed to develop product packaging through an integrated approach of Design Thinking and Branding Visual analysis, as well as to measure the comparison of consumer assessments between the initial packaging and the development results quantitatively. The study employed a mixed methods approach. The qualitative stage was conducted through observation, interviews, and the application of five stages of Design Thinking. The quantitative stage was conducted through questionnaires to 30 respondents using a Likert scale of 1-5 on 10 indicators. The instrument had been tested for validity and reliability with a Cronbach's Alpha value of 0.947 (excellent). Data analysis used descriptive statistics, paired sample t-test, Cohen's d effect size, and Importance-Performance Analysis (IPA). The results produced a new packaging design with strong visual identity (logo, color, typography, layout, and QR Code). Consumer assessment increased significantly with an average score of 4.28 (Very High) or an increase of 113.0%. The paired t-test proved a significant difference (t_count = 15.876 > t_table = 2.045; Sig. 0.000) with a very large effect size (Cohen's d = 3.88). The main factors with the most influence were Information and Professionalism (129.5%) and Brand Identity (121.2%). This study contributes to the development of product design methods that integrate user needs, visual identity, and digital technology, as well as provides a packaging development model based on Design Thinking and visual branding that can be applied by other MSMEs. Keywords: Design Thinking, Visual Branding, packaging development, MSMEs, QR Code