Pengaruh Brand Awareness dan Eco Friendly Packaging pada Nilai Jual Peyek Cakung Melalui Analisis SWOT

Most members of the Sebunganyar Village farmer group in Gresik are shrimp farmers who process cakung (small shrimp) into peyek cakung. However, this processed product has not reached its optimal sales potential. One obstacle is the form of plastic packaging currently used is not environmentally friendly and often causes the product to quickly become limp, which can reduce its appeal to potential new consumers. In addition, the lack of brand identity or logo on the peyek cakung product is also a serious obstacle, thus complicating marketing efforts and increasing sales. The purpose of this study is to analyze the effect of brand awareness and eco-friendly packaging that can reduce plastic packaging waste "peyek cakung" product logo to increase product sales value. This study uses a socialization method to provide understanding to the community and assistance in analyzing the right strategy to be used to increase sales value. With the right combination of eco-friendly packaging design, brand awareness strategy, and attractive packaging design, it is hoped that the peyek cakung product from the Sebunganyar Village farmer group can increase its competitiveness, reach a wider market, and can increase its sales value.