Implementasi Desain Pembuatan Logo sebagai Upaya Penguatan Identitas UMKM Kuliner di Desa Sajang Kabupaten Lombok Timur

Abstract

This study aims to analyze the implementation of logo design as an effort to strengthen the identity of culinary micro, small, and medium enterprises (MSMEs) in Sajang Village, East Lombok Regency. The research is motivated by the low quality of visual identity among most MSMEs, which leads to weak product recognition, limited visual attractiveness, and a low level of professional image. A descriptive qualitative approach supported by quantitative data was employed. The research subjects consisted of 12 culinary MSMEs selected purposively. Data were collected through observation, in-depth interviews, documentation, and questionnaires administered before and after the implementation of logo design. The research stages included business character analysis, local-based logo design, design validation, implementation on promotional media, and impact evaluation.
The results indicate that prior to implementation, 75% of MSMEs did not have a representative logo and product recognition among consumers was only 42%. After the implementation of logo design, the perception of business professionalism increased by 50%, visual attractiveness improved from an average score of 2.7 to 4.0, and purchase intention increased from 3.0 to 4.1. Product recognition rose to 71%, and several MSMEs experienced a revenue increase of 15–30%. These findings demonstrate that logo design plays an effective role in strengthening business identity, enhancing product competitiveness, and supporting the development of culinary MSMEs in rural tourism areas.