Branding and Packaging Strategy in Shallot Marketing Strategy at Sumber Agung Group, Nganjuk Regency
DOI:
https://doi.org/10.59890/ijsas.v4i7.17Keywords:
Branding, Packaging, Marketing Strategy, Onion, Sumber Agung GroupAbstract
This quantitative study is designed to investigate the extent to which the marketing strategy of brambang products owned by Sumber Agung Group of Nganjuk Regency is influenced by the determinants of branding and packaging design. Empirical data collection through the survey method involved 96 respondents who were drawn using purposive sampling criteria. The collected data was then processed with SPSS software through the stages of instrument quality testing (validity and reliability), classical assumption test evaluation, to the main test in the form of multiple linear regression combined with t-test and F test. Further processing extracted the regression function Y = 8.270 + 0.185X₁ + 0.402X₂. From the aspect of individual (partial) testing, it was found that the branding strategy did not have a significant impact on the success of the marketing strategy (Sig. 0.349 > 0.05), which led to the rejection of the first hypothesis. However, the second hypothesis proved to be valid where the packaging factor recorded a significant positive correlation in boosting the performance of marketing strategies (Sig. 0.003 < 0.05). In aggregate (simultaneous), the integration between the branding and packaging variables successfully proves its significance to the marketing strategy, as reflected in the acquisition of F calculation of 8.981 and a probability number of 0.000 (< 0.05), so that the formulation of the third hypothesis is maintained. Overall, these findings highlight the paradigm that innovation in packaging acts as a key catalyst that dominates marketing effectiveness more than just branding activities. Therefore, Sumber Agung Group needs to improve the quality of design, information, and attractiveness of product packaging to strengthen competitiveness in the market.
References
Aaker, D. (2014). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing. https://books.google.co.id/books?id=DKDKAgAAQBAJ
Anggreani, M., Ratih, A., Husaini, M., Emalia, Z., Usman, M., & Ciptawaty, U. (2023). Analisis Pengaruh Sektor Pertaian Terhadap PDRB Sektor Pertanian di Indonesia Tahun 2015-2021. 06(01), 6490–6507.
Asmy, A. E., Rauf, A., Rahmawaty, Badaruddin, & Khasanah, U. (2024). Reformulation of Persimmon Value-Added Model : Product Downstream Development Strategy for Farmers in. Resources Article, 13(34), 1–16. https://doi.org/https://doi.org/10.3390/resources13030034
Augustinah, F., Subardini, & Listyawati, L. (2022). Due to unexpected capacity constraints, Claude is unable to respond to your message. Please try again soon. For higher limits,. Sketsa Bisnis, 09(01), 21–33.
Bakhar, M., Gugat, R. M. D., Hendrayani, E., & Harto, B. (2023). PERKEMBANGAN STARTUP DI INDONESIA (Perkembangan Startup di Indonesia dalam berbagai bidang). In PT. Sonpedia Publishing Indonesia.
Chusnu, R., Diah, S., Augustinah, F., & Hendrayani, E. (2022). ULOS PRODUCT PURCHASE DECISION JUDGING FROM ASPECTS. SULTANIST: Jurnal Manajemen Dan Keuangan, 10(1), 108–119.
Dhurup, M., Mafini, C., Dumasi, T., & Africa, S. (2010). The impact of packaging , price and brand awareness on brand loyalty : Evidence from the paint retailing industry. 1–9. https://doi.org/10.4102/ac.v14i1.194
Ignacia, J. E., Zunaidi, A., Romansyah, N., & Safitri, L. D. (2025). Inovasi Kemasan Ramah Lingkungan untuk Produk Gula Merah : Pelatihan Branding bagi UMKM Kampung Baduy Mualaf Lembah Barokah Ciboleger. Welfare : Jurnal Pengabdian Masyarakat, 3(1), 185–191.
Ijomah, T. I., Idemudia, C., Louis, N., & Udo, E. (2024). Innovative digital marketing strategies for SMEs : Driving competitive advantage and sustainable growth. 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Jahan, T., Jahan, A., Pallavi, M., Begum, M., Alekhya, M., & Sri, M. (2024). A Study on Importance of Branding and Its Effects on Products in Business. 656–661.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition. Pearson. https://books.google.co.id/books?id=98AoEAAAQBAJ
Klimchuk, M. R., & Krasovec, S. A. (2013). Packaging Design: Successful Product Branding From Concept to Shelf. Wiley. https://books.google.co.id/books?id=kbp_SBXFeBEC
Kotler, P., & Armstrong, G. (2018). PRINCIPLES OF MARKETING. In Early Greek Mythography, Vol. 1: Texts (17th ed.). https://doi.org/10.1093/oseo/instance.00295839
Rahmadhani, I. P. D., Daroini, A., & Talkah, A. (2024). Pengaruh Bauran Pemasaran Terhadap Perilaku Konsumen Produk Bawang Merah Goreng Di Kabupaten Nganjuk. Manajemen Agribisnis:Jurnal Agribisnis, 24.
Riswanto, A. L., Kim, S., Williady, A., Ha, Y., & Kim, H. (2025). How Visual Design in Dairy Packaging Affects Consumer Attention and Decision-Making. Dairy, 1–15.
Thapliyal, D., Karale, M., Diwan, V., Kumra, S., & Arya, R. K. (2024). Current Status of Sustainable Food Packaging Regulations : Global Perspective. 1–26.
Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik (Vol. 1, Issue March).
Yu, M., Sazrin, B., Nazlina, B., & Eehe, C. (2024). Effects of brand visual identity on consumer attitude: A Systematic Literature Review. International Platform of Registered Systematic Review and Meta-Analysis Protocols, 1–4. https://doi.org/10.37766/inplasy2024.5.0
