Penentuan Logo, Merek, dan Kemasan Produk Wedang Uwuh Menggunakan Metode Focus Group Discussion (FGD): Penelitian

Leony Leony; Siwitri Munambar; Novia Aristi Rahayu

doi:10.31004/jerkin.v4i1.1543

Authors

Leony Leony Politeknik Pembangunan Pertanian Yogyakarta Magelang
Siwitri Munambar Politeknik Pembangunan Pertanian Yogyakarta Magelang
Novia Aristi Rahayu Politeknik Pembangunan Pertanian Yogyakarta Magelang

DOI:

https://doi.org/10.31004/jerkin.v4i1.1543

Keywords:

Packaging Design, Focus Group Discussion, Logo, Brand, Beverage

Abstract

The purpose of this study is to design logos and brands limited to color, shape, and meaning using the Focus Group Discussion (FGD) method, which involves the owners and employees of P4S X in Kulon Progo Regency. This method was chosen to seek the opinions of business actors regarding packaging design that suits the character of the product and the desires of consumers. The research was conducted with a descriptive qualitative approach and was divided into two stages of FGD, namely the identification and evaluation stage of packaging design. The attributes discussed include the shape of the packaging, the color combination, the contents of the packaging, and the information that should be there. The results of the FGD show that the cultural identity and traditional values of wedang uwuh need to be reflected in the brand name, logo, and packaging of this product. An effective brand is one that is memorable and shows uniqueness and authenticity. Logos are supposed to display visual elements that represent the company's identity. Meanwhile, the ideal packaging is one that is practical, eco-friendly, and attractive. In addition, packaging design also needs information, such as composition, how to serve, and how to store so that consumers feel more confident to buy. The active participation of FGD participants also helps in designing logos, brands, and packaging that reinforce the product's identity as a traditional beverage

References

Budiman, W. R., & Apsari, D. (2020). Perancangan Identitas Visual Kemasan Dodol Cilenggang Khas Kota Tangerang Selatan. … of Art & …, 7(2), 1642–1650. https://openlibrarypublications.telkomuniversity.ac.id/index.php/artdesign/article/view/12613%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/artdesign/article/download/12613/12353

Gunawan, E., Calista, H., Frite, P., Isfandriani, R., & Suwanto, K. M. (2022). Proses Perancangan Identitas Visual dan Desain Kemasan untuk Brand Verenice. IMATYPE: Journal of Graphic Design Studies, 1(1), 1. https://doi.org/10.37312/imatype.v1i1.5214

Hartati, A. S., & Suryaningsum, S. (2019). Pengadaan Usaha Wedang Uwuh Dengan Pemberdayaan Ibu Rumah Tangga Sebagai Pengentas Kemiskinan. Jurnal Manajemen Dayasaing, 21(1), 24–31. https://doi.org/10.23917/dayasaing.v21i1.6434

Herdiana, D. D., Utami, R., & Anandito, R. B. K. (2014). Kinetika Degradasi Termal Aktivitas Antioksidan pada Minuman Tradisional Wedang Uwuh Siap Minum. Jurnal Teknosains Pangan, 3(3), 44–53. www.ilmupangan.fp.uns.ac.id

Metekohy, E. Y., . F., . D., Nuraeni, Y., & Purwaningrum, E. (2022). Evaluasi Dan Inovasi Desain Kemasan Produk Umkm Kota Depok – Jawa Barat. Ekonomi & Bisnis, 21(2), 158–171. https://doi.org/10.32722/eb.v21i2.5223

Palupi, D. A., Lina, R. N., Susiloningrum, D., Sugiarti, L., Pratiwi, Y., Wijaya, H. M., Rahmawaty, A., Afifatul, S., Safitri, L. A., Caesary, C. D., & Nida, K. (2022). Pembuatan wedang uwuh untuk meningkatkan imunitas tubuh bersama pengurus pkk desa jepang kecamatan mejobo kudus. Jurnal Pengabdian Kesehatan, 5(3), 270–278.

Sinarsih, N. K., & Anton, S. S. (2022). Kajian Kimia Wedang Uwuh Sebagai Minuman Kesehatan Herbal Tradisional. Jurnal Yoga Dan Kesehatan, 5(1), 1–13. https://doi.org/10.25078/jyk.v5i1.833

Sukamto, D. S., et al. (2017). Issn 1411 – 4321. Jurnal Bionature, 18(2), 123–128.