PENDAMPINGAN PROSES DESAIN PRODUK UNTUK UMKM ES TEH INDONESIA di MALL KARTINI : DAMPAK TERHADAP PENJUALAN dan BRANDING

Abstract

Effective product design is a crucial component in enhancing the competitiveness of MSMEs, particularly for ready-to-drink beverage businesses that rely heavily on visual appeal and brand identity. This article examines a strategic approach to product design assistance for the MSME Es Teh Indonesia located in Mall Kartini, focusing on its impact on sales performance and branding enhancement. The assistance program applied a descriptive qualitative method through direct observation, in-depth interviews with the business owner, and analysis of visual elements before and after the design intervention. The program was designed to equip the MSME with the knowledge and skills required to develop improved packaging designs, visual identity, and promotional materials aligned with mall consumer characteristics. The evaluation results indicate that the assistance successfully enabled the MSME to innovate by creating a new product design that is more appealing, consistent, and market-oriented, thereby supporting brand strengthening and improved market perception. Additionally, the MSME benefited from a more professional and recognizable brand identity. The article recommends continuous design assistance as a key strategy for MSME development in modern retail environments.