Increasing MSME Capacity Through Branding and Creative Product Design Training
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the Indonesian economy, contributing 61.97% to Gross Domestic Product and employing 97% of the national workforce. This study aims to analyze the effectiveness of branding and creative product design training in increasing the capacity of MSMEs in Semarang City. The research used a quantitative approach with a quasi-experimental design, involving 60 MSMEs divided into experimental and control groups. The training, conducted over 8 weeks, covered branding concepts, packaging design, digital marketing strategies, and visual identity development. The results showed a significant improvement in the experimental group, with a 68.5% increase in branding capacity, a 45.2% increase in average turnover, and a 52.7% increase in the number of customers. A t-test showed a significant difference (p<0.05) between the experimental and control groups. These findings confirm that branding and product design training effectively increases the competitiveness and business performance of MSMEs. Practical implications demonstrate the need for structured training programs and ongoing mentoring for MSMEs to optimize local economic potential.
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