Inovasi Merek dan Pengemasan dalam Pemasaran Produk Pertanian Lokal
DOI:
https://doi.org/10.47747/jnmpsdm.v7i1.3420Keywords:
Agribusiness Marketing, Branding Strategy, Packaging Innovation, Marketing Performance, East JavaAbstract
This study investigates the influence of branding and packaging innovation on the marketing performance of local agricultural products among 10 agribusiness enterprises in East Java, Indonesia. Using a quantitative survey design, data were collected through structured questionnaires administered to business owners and marketing managers. Branding was measured through brand identity, positioning, and communication, while packaging innovation included design, functionality, sustainability, and labeling clarity. Marketing performance was assessed based on sales growth, market expansion, and customer loyalty. Multiple linear regression analysis was employed to test the proposed relationships. The results indicate that branding and packaging innovation simultaneously have a significant effect on marketing performance (F = 7.42, p = 0.004), with an R² of 0.68. Individually, branding shows a positive and significant effect (β = 0.41, t = 2.87, p = 0.012), while packaging innovation demonstrates a stronger influence (β = 0.53, t = 3.64, p = 0.003). These findings suggest that packaging innovation plays a more dominant role in enhancing perceived product value and attracting new customers. The study highlights the strategic importance of integrating brand development with sustainable packaging innovation to strengthen the competitiveness of local agricultural products.
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