For many agricultural producers, especially small and medium-sized enterprises, branding is often viewed as the key to attracting consumers. However, the study indicates that for fresh agricultural commodities such as shallots, packaging can play a more immediate role in influencing purchasing decisions.
Why the Research Matters
Nganjuk Regency is widely recognized as a major center of shallot production in East Java and contributes significantly to Indonesia’s national supply. Despite this strong production base, many shallot products are still sold in bulk without standardized packaging, clear labeling, or a distinct brand identity. As a result, producers often struggle to enter premium retail channels such as supermarkets, modern grocery chains, and export markets.
The researchers note that modern consumers increasingly evaluate products not only by quality but also by presentation. Packaging serves multiple functions: protecting the product, communicating information, and creating visual appeal. Branding, meanwhile, helps build recognition and customer loyalty over time. Understanding which factor has the strongest influence can help agricultural businesses allocate resources more effectively.
The issue extends beyond a single company. Across Indonesia, many agricultural enterprises face similar challenges in developing professional branding and packaging strategies. Improving these areas could increase product value and open access to wider markets.
How the Study Was Conducted
The research used a quantitative approach and focused on consumers of Sumber Agung Group’s shallot products in Nganjuk Regency. Data were collected over approximately three months through surveys, interviews, observations, and documentation. Respondents were selected based on specific criteria, including being at least 17 years old, having purchased the company’s products more than once, and being familiar with the branding and packaging elements of the products.
The final sample consisted of 96 consumers. Researchers analyzed the data using statistical methods to determine how branding and packaging influenced marketing performance.
Key Findings
The study produced several notable results:
Branding alone did not significantly influence marketing performance.
- Statistical testing showed a significance value of 0.349, above the accepted threshold for significance.
- This means brand identity was not a primary factor influencing consumer purchasing decisions.
Packaging had a significant positive effect on marketing success.
- Packaging recorded a significance value of 0.003, indicating a strong positive relationship with marketing effectiveness.
- Better packaging increased perceived quality, improved information delivery, and made products more attractive to consumers.
Packaging contributed more strongly than branding.
- The statistical model assigned a coefficient of 0.402 to packaging compared with 0.185 for branding.
- This suggests improvements in packaging generate a greater marketing impact than comparable improvements in branding.
Branding and packaging together still matter.
- When analyzed simultaneously, the two variables significantly improved marketing outcomes, with an F-test value of 8.981 and a significance level of 0.000.
- The findings indicate that successful marketing relies on a combination of complementary marketing tools rather than a single strategy.
What the Findings Mean
According to the researchers from Dr. Soetomo University Surabaya, consumers purchasing shallots from Sumber Agung Group appear to prioritize product quality and practical considerations over brand recognition. Because shallots are commonly sold as fresh agricultural commodities, buyers often focus on visible product characteristics rather than the strength of the brand behind them.
The study highlights packaging as a critical competitive tool. Attractive packaging can signal quality, provide essential product information, and differentiate products from competitors. In modern retail environments, where consumers often make quick purchasing decisions, these advantages can directly influence sales performance.
An ethical paraphrase of the authors’ conclusion is that packaging innovation functions as the dominant driver of marketing effectiveness for Sumber Agung Group’s shallot products, while branding becomes more valuable when combined with strong packaging quality and presentation. This interpretation reflects the conclusions reported by Nur Koyin, Fedianty Augustinah, and Liling Listyawati of Dr. Soetomo University Surabaya.
Implications for Business and Policy
The findings offer practical lessons for agricultural businesses, cooperatives, food producers, and policymakers.
For businesses, investing in professional packaging may provide a faster return than focusing exclusively on branding campaigns. Improved packaging can help products meet modern retail standards, attract consumers, and access higher-value markets.
For government agencies and agricultural development programs, the research supports expanding training initiatives related to packaging design, labeling standards, product presentation, and value-added marketing. Such efforts could help farmers and agribusinesses move beyond bulk commodity sales and capture greater economic value.
The study also suggests that branding should not be abandoned. Instead, businesses should develop brand identity alongside packaging improvements. Together, these elements can strengthen market positioning and support long-term growth.
Author Profiles
Nur Koyin is a researcher affiliated with the Business Administration Study Program, Faculty of Administrative Sciences, Dr. Soetomo University Surabaya, with interests in business administration and marketing strategy.
Fedianty Augustinah is a business administration scholar and corresponding author from the Faculty of Administrative Sciences, Dr. Soetomo University Surabaya. Her areas of expertise include marketing strategy, business development, and small business competitiveness.
Liling Listyawati is an academic researcher at Dr. Soetomo University Surabaya, focusing on business management, organizational development, and marketing studies.
Source
Article Title: Branding and Packaging Strategy in Shallot Marketing Strategy at Sumber Agung Group, Nganjuk Regency
Authors: Nur Koyin, Fedianty Augustinah, and Liling Listyawati
Journal: International Journal of Sustainable Applied Sciences (IJSAS)
Year: 2026
DOI: 10.59890/ijsas.v4i7.17
Official Journal URL: http://ijsasjournal.my.id/index.php/ijsas
0 Komentar