PENGARUH DESAIN VISUAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASINAN SALAK HANDAYANI

Abstract

This community service program was carried out in Karang Joang Km 21, North Balikpapan, aiming to improve the competitiveness of the Asinan Salak Handayani product through visual branding strategies and digital marketing. The activities began with surveys, observations, and interviews to identify problems faced by the partners. The rebranding efforts included designing a new logo and creating more attractive and professional packaging. Furthermore, assistance was provided in creating e-commerce accounts and socializing halal certification to expand market reach and increase consumer trust. The questionnaire results showed that all respondents gave very positive ratings to the packaging design, logo, and implemented digital marketing strategies, with an average score of 4 (strongly agree) on each indicator. This program has proven effective in enhancing the product’s image, facilitating market access, and supporting the development of local SMEs.