Label produk makanan sebagai instrumen branding UMKM

TB. Diana; Henita Fajar Oktavia; TB. Dharma

doi:10.37577/composite.v8i1.994

TB. Diana
Henita Fajar Oktavia Universitas Borobudur
TB. Dharma

DOI: https://doi.org/10.37577/composite.v8i1.994

Keywords: brand identity, brand legitimacy, food product labeling, MSME branding, systematic literature review

Abstract

Food product labels are strategic elements for the branding of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, serving as crucial instruments for market positioning in a competitive landscape. This study aims to analyze and synthesize the mechanisms through which food product labels enhance MSME branding. We employed a Systematic Literature Review (SLR) adhering to the PRISMA protocol. The research synthesized 10 scientific articles from the Semantic Scholar database, published between 2022 and 2024, within the specific context of Indonesian MSMEs. Through thematic analysis, this study identifies three primary mechanisms of labels as branding instruments: (1) Brand Legitimacy, where certification labels (Halal/P-IRT) act as trust signals; (2) Brand Identity, where visual design creates product differentiation; and (3) Brand Communication, which facilitates digital market positioning. The findings conclude that effective labeling requires a synergy between regulatory compliance (legality) and creative visual design to build strong brand equity. This study suggests that labels should be managed as intangible assets to improve MSME competitiveness in both local and digital markets

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