Sonhaji Arif, Amalia Hartiningrum

Redesain Kemasan dan Pengaruhnya Terhadap Persepsi Merek Produk AMDK Lokal Air FREZZ

Introduction

Redesain kemasan dan pengaruhnya terhadap persepsi merek produk amdk lokal air frezz. Temukan bagaimana redesain kemasan meningkatkan daya tarik visual dan persepsi merek AMDK lokal Air FREZZ. Pahami dampak perubahan kemasan pada keputusan pembelian konsumen.

Abstract

Packaging functions not only as a product container but also as a strategic visual communication medium that shapes brand image and influences consumer purchasing decisions, particularly in the highly competitive bottled drinking water (AMDK) market. This study aims to examine the impact of packaging label redesign on enhancing visual attractiveness and brand differentiation of the local brand AIR FREZZ. The research employs a mixed-method approach using the Design Thinking framework, consisting of empathize, define, ideate, prototype, and test stages. User evaluation was conducted by comparing the old and redesigned packaging through a Likert-scale questionnaire administered to 40 respondents. The assessment focused on visual modernity, clarity of information, packaging attractiveness, brand perception, and purchase intention. The results indicate a significant improvement across all evaluation aspects, with an average increase of 1.40 points after the redesign. These findings demonstrate that simplified visual elements, consistent color schemes, and improved information hierarchy positively affect perceived quality and strengthen brand image. This study confirms that packaging plays a vital role as a branding.

Review

The submitted work, titled "Redesain Kemasan dan Pengaruhnya Terhadap Persepsi Merek Produk AMDK Lokal Air FREZZ," addresses a highly pertinent topic within consumer marketing: the strategic role of packaging redesign in enhancing brand perception and market competitiveness. In the saturated bottled drinking water (AMDK) sector, distinguishing local brands like Air FREZZ is crucial. This study sets out to investigate the direct impact of label redesign on visual appeal and brand differentiation, positioning packaging as a critical component of a brand's visual communication strategy. The research employs a robust mixed-method approach, structured around the Design Thinking framework—encompassing empathize, define, ideate, prototype, and test stages. This systematic development process culminated in a user evaluation, where 40 respondents assessed the redesigned packaging against the old version using a Likert-scale questionnaire. Key evaluation metrics included visual modernity, information clarity, overall attractiveness, brand perception, and purchase intention. The findings are compelling, revealing a significant improvement across all measured aspects, with an impressive average increase of 1.40 points post-redesign. This positive shift is attributed to intentional design choices such as simplified visual elements, consistent color schemes, and enhanced information hierarchy, all contributing to improved perceived quality and a strengthened brand image. This study effectively confirms the vital role of packaging as a branding tool, providing valuable empirical evidence from the context of a local AMDK brand. The clear demonstration of how thoughtful design can directly translate into tangible improvements in consumer perception and purchase intent offers significant practical implications for businesses operating in competitive markets. While the abstract presents strong results from a focused user evaluation, it successfully underscores the strategic value of investing in design processes. The findings offer a strong argument for local brands to leverage design thinking for competitive advantage.

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