Packaging Innovation as a Strategy to Enhance the Added Value of MSME Products in Kapuh Village (UMKM Desa Kapuh Traditional)

Abstract

Abstract— This study aims to examine the role of packaging innovation as a strategy to enhance the added value of Micro, 
Small, and Medium Enterprises (MSME) products in Kapuh Village. This study employs a qualitative approach, using data 
collection techniques such as in-depth interviews, observations, and document analysis. The sample includes several MSME 
in Kapuh Village engaged in various production sectors. The collected data were analyzed descriptively to identify relevant 
packaging innovations and evaluate their impact on the added value of MSME products. The results indicate that packaging 
innovations, such as the use of eco-friendly materials, attractive designs, and clearer product information significantly 
influence consumer perception of MSME products. Additionally, these innovations have increased the product's market value 
and consumer loyalty. Based on these findings, it is recommended that MSME in Kapuh Village continue to develop 
packaging innovations to strengthen their product positioning in broader markets.