Analisis Program Rumah Kemasan Kabupaten Batu Bara terhadap Peningkatan Daya Saing Produk UMKM dalam Meningkatkan Perekonomian Wilayah di Kabupaten Batu Bara

Abstract

Batu Bara Regency Packaging House is the first UMKM product packaging facility in North Sumatra, which was established in early 2021, located in Indrapura. The purpose of the packaging house was built to support the increase of sales of UMKM products from Batu Bara Regency. Rumah Kemasan is designed to provide branding and packaging business consultancy facilities to be able to produce quality UMKM products and be able to compete with industrial products. The purpose of this study was to analyze the effect of Rumah Kemasan program on the competitiveness of UMKM products in improving the regional economy in Batu Bara Regency. The method used in this research is Multiple Linear Regression and Porter Five Forces with research variables namely packaging, branding, product legality, marketing strategy and market digitalization. The result of this study is that packaging is the variable that has the most influence on product competitiveness and regional economy in Batu Bara Regency with a significance value for product competitiveness of 0.002 and a significance value for regional economy of 0.000.