Redesain Kemasan dan Niat Pembelian Produk Bumbu UMKM: Peran Persepsi Kualitas dan Kepercayaan Konsumen
Keywords:
redesain kemasan; niat pembelian; persepsi kualitas; kepercayaan; UMKMAbstract
Kemasan produk UMKM di pasar tradisional kurang optimal sebagai media komunikasi visual, sehingga berdampak pada rendahnya persepsi kualitas, kepercayaan, dan niat beli. Penelitian ini bertujuan merancang ulang kemasan produk bumbu lokal "Rempahku" serta menganalisis peran mediasi persepsi kualitas dan kepercayaan. Metode perancangan menggunakan design thinking (empati, definisi, ideasi, prototipe, uji coba). Pengujian respon konsumen melibatkan 148 responden di Pasar Karanggede, Boyolali, dengan analisis PLS-SEM. Hasil perancangan menghasilkan prototipe yang menerapkan prinsip Desain Komunikasi Visual: kontras warna komplementer (hijau-orange), tipografi sans serif, ilustrasi realistis, dan hierarki visual tiga zona. Hasil uji statistik menunjukkan redesain kemasan berpengaruh positif terhadap persepsi kualitas (β=0,482; p<0,001) dan kepercayaan (β=0,271; p=0,001). Persepsi kualitas dan kepercayaan juga berpengaruh positif terhadap niat pembelian (β=0,384; β=0,412; p<0,001) serta berperan sebagai mediator parsial. Jalur mediasi berantai juga signifikan (0,090; p<0,001). Penelitian ini menyimpulkan bahwa redesain kemasan yang informatif, kredibel, dan konsisten secara visual mampu meningkatkan niat pembelian melalui persepsi kualitas dan kepercayaan konsumen.
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