The Influence of Packaging Design, Packaging Materials, and Branding on Brand Image of Local Coffee SMEs A Study of DO'A Coffee in Bondowoso

Mohammad Fanani; Stivaniyanti Atmanegara; Ismatul Hasanah

doi:10.63922/ijebir.v5i06.6798

Mohammad Fanani Entrepreneur, Faculty of Economics and Business, dr. Soebandi University, Jember, 68111, Indonesia
Stivaniyanti Atmanegara Entrepreneur, Faculty of Economics and Business, dr. Soebandi University, Jember, 68111, Indonesia
Ismatul Hasanah Entrepreneur, Faculty of Economics and Business, dr. Soebandi University, Jember, 68111, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6798

Keywords: Packaging Design; Packaging Materials; Branding; Brand Image; Coffee SMEs

Abstract

Packaging is no longer viewed merely as a means of protecting and containing products, but has become a strategic element of marketing communication that contributes to consumers’ perceptions and the formation of brand identity. This research investigates how packaging design, packaging materials, and branding contribute to the development of the brand image of DO'A Coffee, a local coffee Small and Medium Enterprise (SME) located in Bondowoso, Indonesia. A quantitative research design was adopted through a consumer survey. The study involved 120 DO'A Coffee consumers who were recruited through purposive sampling. The eligibility Specified criteria respondents to have reached the age of 18 and to have purchased or consumed DO'A Coffee on a minimum of two occasions within the preceding month. SmartPLS was used to evaluate the research model developed in this study through the PLS-SEM technique. The analysis involved two main stages. First, the quality of the evaluation of construct measurement involved verified by examining the validity and reliability within the constructs. Second, the connections among the latent variables were assessed through the structural model, with particular attention given to the R² values, estimated relationships between constructs, and statistical results obtained from the hypothesis tests.The research framework investigates the relationships between packaging design, packaging materials, branding, and brand image. The study is intended to contribute empirical insights into the extent to which packaging-related factors support the development of brand image among local coffee SMEs. From a managerial standpoint, the results may provide valuable support for SME owners in developing a packaging strategy that harmonizes visual elements, material characteristics, and branding to create stronger product differentiation and reinforce brand identity within increasingly competitive local markets.

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