#TITLE_ALTERNATIVE#

• Main Author: HASAN (NIM : 23410008); Pembimbing : Dr.Ir. Joko Siswanto, MPA, FUAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15737
• Institution: Institut Teknologi Bandung

Bandung tourism sector has been growing since a few years ago. The development of tourism sector has an impact on the development of food industries, both traditional and non traditional. The spread of new foods with a variety of innovations, slowly remove the existence of peuyeum as an icon of Bandung traditional food. <br /> <br /> <br /> The absence of a good brand and the packaging is considered as one reason of the exclusion of peuyeum Bandung. The products of big companies have good packaging, whereas packaging of food produced by SMEs are generally less well and potluck <br /> <br /> <br /> Packaging is one of important factor in elevating brand image of the product, because its function is directly dealing with consumers.Packaging is a "silent salesman" who becomes the final hope to convince consumers to make purchases thus, the packaging must be able to give the spontaneous impression that affect positive actions of consumer in the market. <br /> <br /> <br /> The focus of this research is on how to design the packaging of peuyeum Bandung with the approach based on consumer perceptions and product characteristics that can build a good brand image and expand the market. <br /> <br /> <br /> Through the process of collecting, processing, and analyzing data, obtained that packaging design has significant positive impact on brand image of the packed product. Meanwhile, through product design methods that integrate the desires of consumers and technical requirements of the product, obtained that the packaging needs to be designed is the packaging which made of cardboard with box-shaped and white colour include the information element that provides information products and brand information.