The M.O.Y.A.N. Program (Packaging Design Service Vehicle) as a Communication Strategy to Enhance MSMEs Branding
DOI:
https://doi.org/10.35457/translitera.v15i2.5813Keywords:
Branding, Communication Strategy, MOYAN, Packaging Design, MSMEsAbstract
This research is motivated by the large number of Micro, Small, and Medium Enterprises (MSMEs) in Garut Regency, particularly in the food and beverage processing industry, most of which remain in the necessity phase, resulting in limited innovation, low competitiveness, and insufficient capacity for long-term business strategy. This study employs a qualitative approach through in-depth interviews, literature review, observation, and documentation. It aims to analyze the implementation of the Packaging Design Service Vehicle (M.O.Y.A.N) program by the Cooperative and SME Office of Garut Regency as a local government communication strategy to foster MSME growth. The findings cover program planning, implementation, and outcomes. The program has positively strengthened MSME branding, made products more memorable, enhanced consumer trust, and expanded marketing access.
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