Effective Packaging Information Modelling using QR Code

Miranti Nurul Huda

, Lutfi Tri Atmaji

, Cahyaning Umul Chasanah Nursyifani

and Gadis Febriani

Lecturer Specialist, DKV Bina Nusantara University, Malang, Indonesia

Subject Content Specialist, DKV Bina Nusantara University, Malang, Indonesia

Faculty Member, DKV Bina Nusantara University, Malang, Indonesia

Keywords: QR Code, MSME, Business, Design Thinking.

Abstract: The real performance faced by most business actors, especially Micro, Small and Medium (MSME) in

Indonesia, the most prominent thing is the low level productivity, low added value, and low product quality.

Even if the increase in productivity at MSME can be carried out, this will have a broad impact on improving

people’s welfare because MSME are places where many people depend on their livelihoods. One of the

obstacles that hamper the productivity of MSME is the non-marketable packaging design. The problem of

packaging is still a weak point for Micro, Small, and Medium Enterprises (MSME) for processed food and

beverage products. This problem occurs due to the limited understanding of MSME actors of the importance

of image, quality, and appearance of packaging as well as limited packaging service facilities that can increase

the competitiveness of MSME products. One of the MSME products that have good product potential but is

not supported by a good packaging design is Kopi Celup by Sanshop. This study aims to find a packaging

design that can be a solution for Kopi Celup by Sanshop products to improve the image, quality, and

appearance of the product. In the design of maturity design using the Design Thinking approach and Visual

Communication Design scientific studies. Also, the packaging design that is designed has a technological

element in the form of a QR Code and the basic principles of environmentally friendly packaging empathize.

1 INTRODUCTION

1.1 Fact about MSME

As Indonesians, of course, our daily views and

activities cannot be separated from the various

services and goods created by MSME players.

Starting with the morning activities at breakfast, we

look for porridge or snack cakes that are sold by

MSMEs, buy necessities at stalls near the house, to

leave children in the closest playgroup which is also

the MSME. As for the current digital era, some even

do not have a store and only market their products

online and do not have a business license. Business

actors with these characteristics can be found around

us, be it relatives, neighbours, friends, or ourselves.

From the name, MSME does have an acronym for

Micro, Small, and Medium Enterprises (MSME), but

make no mistake this little one has a massive and

crucial contribution to our macroeconomy (Haryanti

and Hidayah, 2018)

The Indonesian Ministry of Cooperatives and

SMEs report that in terms of the number of units,

MSMEs have a share of around 99.99% (62.9 million

units) of the total business actors in Indonesia (2017),

while large businesses are only 0.01% or around 5400

units. Micro Enterprises absorb around 107.2 million

workers (89.2%), Small Enterprises 5.7 million

(4.74%), and Medium Enterprises 3.73 million

(3.11%); while Big Enterprises absorb around 3.58

million people. This means that collectively, MSMEs

absorb around 97% of the national workforce, while

large enterprises only absorb about 3% of the total

national workforce.

Table 1: MSME and Large Business Criteria Based on

Assets and Turnover.

Business

size

Criteria

Business

size

Assets (excluding

land & business

premises)

Turnover

(within 1 year)

Micro

business

Maximum IDR

50 million

Maximum IDR

300 million

Micro

business

Small

business

More than

IDR 50 million -

IDR 500 million

More than IDR

300 million -

IDR 2.5 billion

Small

business

Medium

business

More than IDR

500 million -

IDR 10 billion

More than

2.5 billion -

IDR 50 billion

Medium

business

Big

business

More than IDR

10 billion

More than IDR

50 billion

Big

business

Huda, M., Atmaji, L., Nursyifani, C. and Febriani, G.

Effective Packaging Information Modelling using QR Code.

DOI: 10.5220/0011244100003376

In Proceedings of the 2nd International Conference on Recent Innovations (ICRI 2021), pages 80-85

ISBN: 978-989-758-602-6

Figure 1: Distribution of non-agricultural MSME business

fields.

1.2 Development and Weaknesses of

MSMEs in Malang City

The development of MSMEs in Malang itself is

increasing from year to year. The Malang City

Government (City government) received the

”Natamukti” award from the International Council

For Smart Business (ICSB). The award in the event

entitled Galang MSME Indonesia 2019 Edition 4 at

the IPB Convention Centre, Bogor was received

directly by the Mayor of Malang, Sutiaji. This award

was given because it was considered successful in

improving Micro, Small, and Medium Enterprises

(MSMEs). This includes marketing aspects,

encouraging quality improvement, and building the

MSME ecosystem. These efforts are considered to be

able to help MSMEs compete at various levels

(Apriansyah, 2019).

The Mayor of Malang, Sutiaji, said that currently,

the Malang City Government is seriously

implementing the MSME graduation program. This

effort is part of improving the community’s economic

sector. According to Sutiaji, this target requires a

strategic program including policies that have been

implemented. The Malang City Government stated

that it has done various things to boost the MSME

sector. Some of them provide training to MSME

players. Then form a clinic as consultation facilitation

for medium, small and micro industry players.

Although the Malang City Government has carried

out various policies to advance MSMEs, in fact the

Head of Malang City Cooperatives and UKM Service

Tri Widyani Pangestuti said that MSMEs in Malang

still have many shortcomings. Many of the MSME

owners are considered not able to be released alone,

so that with this assistance, they will grow and

develop (Hakim, 2019). One of the things that cause

the weakness of MSMEs in Malang is that they are

weak in terms of marketing, weak management, weak

solidarity, even from a weak economic perspective.

1.3 Novelties and Technological

Breakthroughs

The dream of every business actor is to have a good

image or brand awareness in the eyes of his

consumers. A good image is a key to the success of a

business to reach as many customers and potential

customers as possible, then foster deep-rooted trust to

buy the products sold, and that leads to increased

company profitability. The next question that arises

is: What is the best way for a business to be able to

have a good image for its customers? Apart from

vigorous public relations activity, businesses must

also build an image from the appearance of the

products they sell. One of the factors that must be

considered carefully is product packaging that can

attract customers’ hearts.

Packaging continues to develop its main functions

ranging from simply a place to store products into

several other functions such as preventing product

damage and quality degradation, extending shelf life

and serving as a product information medium. One of

the technological developments in the packaging

sector is the emergence of environmentally friendly

packaging. Eco-friendly packaging is packaging that

uses materials that are easily biodegradable, can be

recycled, and are not harmful to the environment or

humans. The characteristics are that it has no (or

little) bad impact on the environment, it is made of

naturally biodegradable materials, and is safe for

humans and the environment (Widayati, 2017).

In addition, currently, many products also use QR

Code technology in their packaging. If the use of

environmentally friendly packaging materials can

increase the image of the product, this QR Code

provides convenience in the field of sales and can

even become a marketing communication medium

for the product. The main purpose of using a QR code

is to provide important information about a product

with a simpler appearance (Wijayanti, 2019). Many

products still incorporate all the information at once

into their packaging designs. This will confuse

consumers. In addition, consumers usually want to

read information more casually. Therefore, including

a QR code that is directed directly to the product’s

website and social media pages can make product

engagement with consumers much better.

Effective Packaging Information Modelling using QR Code

2 PRODUCT POTENTIAL

Kopi Celup by Sanshop is one of the MSME

products in the Food and Beverage business center.

Sanshop provides brewed coffee products with a

dipping system like tea. This dyed coffee product is

relatively new and has the potential to be developed

into the superior product of MSME in Malang.

Unfortunately, the owner of MSME Kopi Celup by

Sanshop does not understand the potential of his

product. So that the packaging and product image is

not well designed.

In terms of function, the form of packaging they

currently have is arguably ineffective for coffee

products. Packaging in the form of an envelope with

an opening on the side, and only closed using

adhesive/tape. This of course can reduce the quality

of the coffee in it. Good packaging should be able to

protect the contents of the product safely, because the

purpose of packaging is to keep the material being

wrapped/covered, especially this is the product that is

consumed. The shape of the packaging is also

unattractive. Coffee product packaging (both beans

and powder) has undergone many innovations

recently and displays an aesthetic and attractive form

/ visual. It is difficult if you want to compete with

other coffee products if the visuals offered do not

leave a unique impression that attracts the attention of

potential buyers. Packaging is the first known value,

so the shape of the packaging should make an

attractive appearance at first glance and be easy for

people to remember.

Figure 2: Distribution of non-agricultural MSME business

fields.

The packaging design is also less attractive than

the packaging for various coffee products today. It

has developed and experienced many advances in

terms of originality and visual stand-out. The

packaging design for this dipped coffee product does

not provide anything special about this product nor

does it highlight the added value of the product. The

selection of packaging materials is also less effective.

This coffee packaging is only made of glossy

cardboard-like thick art paper. Maybe this is

calculated to save production costs, but the

consequence is that the quality The packaging design

is also less attractive than the packaging for various

coffee products today. It has developed and

experienced many advances in terms of originality

and visual stand-out. The packaging design for this

dipped coffee product does not provide anything

special about this product nor does it highlight the

added value of the product. The selection of

packaging materials is also less effective. This coffee

packaging is only made of glossy cardboard-like thick

art paper. Maybe this is calculated to save production

costs, but the consequence is that the quality.

3 METHODOLOGY

3.1 Previous Research Studies

Research in the field of packaging design for MSME

business people has often been done before. In 2019

this theme was used as a Community Service

Activity with the title Designing Eco-Friendly

Packaging Made from Corrugated and Application

of Online Marketing Systems to Kiringan

Traditional Herbal Products (Wijayanti, 2019). In

this service activity, the MSME which is used as a

case study is one of the MSMEs in the city of Bantul

- Jogja. This dedication aims to: (1) Provide

socialization on the design of environmentally

friendly packaging made from corrugated traditional

herbal products, (2) Provide socialization on the

application of online marketing systems for

traditional herbal products, (3) Provide the

motivation to increase regeneration of herbal

medicine sellers so that the image is as an image.

The “central herbal medicine center” can be

maintained, and at the same time can become a

tourist village.

A similar theme has also been researched in 2020.

The research entitled Consumer Perceptions of the

Environmentally Friendly Material and Design of

Crystal Guava Packaging (Psidium guajava). The

purpose of this study is to determine consumer

perceptions of packaging quality, and determine

consumer perceptions of packaging design. determine

consumer perceptions of primary and secondary

packaging prices, and also determine consumer

perceptions of satisfaction with packaging. The

research was conducted in the Badung market and

Sukawati market (Bali) (Mayura, 2020).

In Bandung, in 2014 a similar study was also

conducted under the title The Potential of Making

ICRI 2021 - International Conference on Recent Innovations

Ecofriendly Packaging Products Case Studies in

Bandung City. The research is looking for ways to

reduce plastic waste and create alternative methods of

making and implementing food packaging. This

includes conducting research for new materials,

alternative packaging methods, and implementing

new designs in the food packaging industry

(Wardhani, 2014).

From the tracing activities of previous research

studies, it can be concluded that many research

themes in the field of environmentally friendly

packaging design have been carried out, but those that

add technological variables, especially the use of QR

Code, are still rare. In addition, research activities by

taking the MSME case study in Malang City,

especially the product of dyed coffee, have never

been done before. Seeing this fact, we took the

initiative to take the topic of designing

environmentally friendly packaging designs and

using QR Code technology for MSME products in

Malang City.

3.2 Previous Research Studies

In this design, a design method called ”Design

Thinking” is used. The purpose of using this method

is so that a design process can occur that can solve

problems accurately. All processes contained in this

method are used starting from the phenomenon

analysis process to the playtesting process. The

Design Thinking method is described in a book

written by Tim Brown and Barry Katz (2009) entitled

Change By Design: How to Design Thinking

Transforms Organizations and Inspires Innovations;

and the Harvard Business Review journal entitled

Design Thinking which was also written by Tim

Brown (2008). Brown’s team began by illustrating

that comprehensive, human-centered thinking

towards sustainable innovation is what is needed

today. He said that this way of thinking is called

design thinking. A Design Thinker must have

empathy, integrative thinking, optimism (as value),

experimentalism (in the heart), and (love)

collaboration (Brown, 2008; Brown and Barry,

2009).

Brown then mapped 3 basic spaces for innovation

to run or occur, namely: inspiration, ideation, and

implementation, designing a production scheme so

that it is used by the wider community. Brown

provides 3 limitations that a person can use when in 3

innovation spaces, namely consideration of

desirability (the factors that make something

desirable), viability (the lifecycle of something), and

feasibility (the possibility or rationality of

something). The three processes of design thinking as

proposed by Brown have now been developed and are

retranslated into 5 processes of design thinking, here

are the processes.

3.2.1 Empathise

Empathy is the focal point of the human-centered

design process. The main aim of this process is to

understand humans, in context with design goals. In

this process, we are invited to understand how people

do things and why they do them, what are the physical

and emotional needs of people, how they think about

the world, and what it means to them.

3.2.2 Define

After making observations in the empathy process,

we have obtained some important information needed

to carry out the design process. At this stage the

designer is invited to think and interpret what things

happen, the final goal is for the designer to gain

insight from these phenomena. The main purpose of

this process is for the designer to have a point of view

on the issue.

3.2.3 Ideate

Ideate is a design process where the designer focuses

on developing various kinds of ideas. This process is

very important because at this stage various kinds of

possible solutions to solve the problem will emerge,

the designer must think ”wildly” and not be limited to

get various ideas to solve a problem.

3.2.4 Prototype

The prototype is a process where the ideas that have

been obtained are built into a smaller scale design

form. The purpose of this process is so that users can

directly imagine the design solution they will receive

because it will be easier for designers to explain their

ideas in prototype form rather than in words.

3.2.5 Test

In this process, the designer tries out the design and

gets feedback from both the user and other people

who use it. The way to do this process is to invite the

user to use the design process and use it in everyday

life.

Effective Packaging Information Modelling using QR Code

Figure 3: Flow map of the design thinking method.

4 RESULTS AND DISCUSSION

4.1 Sustainable Packaging Design

Many traditional printing companies use chlorine

bleach for certain types of printing. Toxic chemi- cals

that store these bleached papers are released into

water, soil and air. More specifically, paper emits

methane gas when it breaks down. It is 25 times more

toxic than CO2. In addition to harmful bleaching

practices, many printing companies use technologies

that release potentially dangerous amounts of ozone.

For reference, ozone (O3) can cause fatal side effects

on the human body in the form of highly unstable and

reactive oxygen. In response, several printing

companies have introduced sustainable printing

processes. For more information on eco-friendly

printing, continue reading for more information on

how the Print Authority sets up examples of optimal

environmentfriendly printing practices. Green

printing is a method of using renewable energy

resources to reduce energy use and greenhouse gas

emissions, and to use recycled materials.

4.2 LED UV Printing

From the point of view of the environmental

survivability of LED UV, it is a very “green” printing

method. First, using far less power than traditional

print-drying technology, the instant on / off feature

reduces standby power between jobs and reduces

overall CO2 emissions. Second, the instant drying

process means that no anti-set-off powder spray or

sealing coating is required.

QR code is a type of matrix code or two-

dimensional barcode developed by Denso Wave, a

QR code is a form of barcode evolution from one

dimension to two dimensions (Widayati, 2017). It is

an advanced-level barcode and helps you store

information. In contrast to the barcode, which only

stores information horizontally, QR codes are capable

of storing information horizontally and vertically,

therefore QR codes can automatically accommodate

more information than barcodes. (Wave, ) And

besides textual content, it even allows you to add

URLs, videos, documents, and images to it. This

creates a room for enormous possibilities.

4.2.1 To Reduce Paper Consumption

The QR code allows you to encode as much

information as you need. This means you can switch

from printed documents to digital copies using QR

codes. For example, each product provides a printed

user manual that explains how to assemble and use

the product.

4.2.2 To Reduce Printing and Setup Costs

You can use the Dynamic QR Code to edit the data

even after you create it, but the QR code is retained.

This means that there is no need to reprint. The QR

code remains scannable even if it is damaged by up to

4.2.3 To Ensure a Sustainable Marketing

Strategy

Consumers today are always worried about what goes

into their purchased products. They are attracted to

more sustainable and ”environmentally friendly”

products than non-environmentally friendly products.

Consumers today demand transparency and visible

evidence from the companies they believe in.

5 CONCLUSION

As a result of the analysis, it was concluded that there

are two eco-friendly packaging materials that can be

used. The two materials are divided into primary

packaging materials or primary packaging materials

and secondary packaging materials and secondary

packaging materials. This eco-primary packaging

will be used for the outer packaging of products, that

is, the packaging of the main packaging box, and the

secondary packaging is the packaging material for the

dyed coffee products inside. The ecofriendly material

classification is based on the fact that each floor of the

packaging has different product functions, so the need

for the packaging material type is also different.

5.1 Primary Packaging

Originally, the idea of using eco-friendly packages

was born among foreigners. Green packaging for

ICRI 2021 - International Conference on Recent Innovations

MSMEs as an opportunity to develop this trend and

follow it to keep pace with global competition.

Considering that the problem of product waste,

especially the risk of waste from plastic waste, is

rapidly growing in the world today, the use of eco-

friendly packaging is a must-have for all industry

players in Indonesia.

Available as the main packaging material for this

stain coffee product, this environmentally friendly

packaging material is recycled corrugated cardboard

covered with biodegradable plastic. Corrugated

cardboard is chosen because of its tough and durable

properties to more optimally hold the product inside.

On the other hand, this biodegradable layer is a layer

that prevents the package from peeling or tearing

easily when exposed to water or humid air.

The price of still expensive biodegradable plastic

packaging needs encouragement from both

consumers and governments. For example, with

govern- ment support, we are changing the use of

green packaging by creating regulations that

encourage the use of packaging in businesses. On the

other hand, it is necessary for consumers to pay

attention to the purchase of products using these eco-

friendly packages.

5.2 Secondary Packaging

There are many types of packaging materials from

natural fibers that can be used, such as corn fiber,

coconut fiber, sugar cane fiber, banana stem fiber,

water hyacinth leaf fiber, and also corn husk fiber.

However, based on the researchers’ observations, the

material that best fits the characteristics and needs of

the coffee-dip packaging is to use corn kernels. The

use of corn kernels fiber as tea bags is very popular.

Many packaging companies have also produced this

environmentally friendly material so that the price is

no longer expensive. In addition, the bag material

with corn kernels can also use heat sealing or the heat

lock method, so you no longer need to use staples,

which of course becomes more environmentally

friendly. The corn kernels have also been tested for

heat resistance and can lock the product inside, so

they do not slip out.

REFERENCES

Haryanti, Dewi Meisari., Hidayah, Isniati (2018). Potret

MSME Indonesia: Si Kecil yang Berperan Besar

(Artikel · Ekonomi Inklusif). Diakses pada 26 Januari

2021. https://www.ukmindonesia.id/baca-artikel/62

Apriansyah, Vegi (2019). Penghargaan Natamukti : Malang

Sukses Tingkatkan Sektor UMKM. Diakses pada 26

Januari 2021. https://malangdaily.com/2019/10/

penghargaan-natamukti-malang-sukses-tingkatkan-

sektor-umkm/

Hakim, Luqmanul (2019). Dinas Koperasi dan UKM Kota

Malang Beber Kelemahan UMKM hingga Sulit

Berkembang. Diakses pada 26 Januari 2021.

https://www.malangtimes.com/baca/37544/20190329/

151300/dinas-koperasi-dan-ukm-kota-malang-beber-

kelemahan-umkm-hingga-sulit-berkembang

Tokopedia Seller Education (2021). Alternatif Kemasan

Produk Ramah Lingkungan Buat Seller. Diakses pada

26 Januari 2021. https://seller.tokopedia.com/edu/

alternatif-kemasan-ramah-lingkungan

Widayati, Yohana Tri (2017). Aplikasi Teknologi QR

(Quick Response) Code Implementasi Yang Universal.

KOMPUTAKI Vol.3, No.1 Februari 2017.

Wijayanti, Dwi (2019). Perancangan Kemasan Ramah

Lingkungan Berbahan Dasar Corrugated dan Penerapan

Sistem Pemasaran Daring Pada Produk Jamu

Tradisional Kiringan. Abdimas Dewantara, Volume 2,

No. 1, Maret 2019, hal. 45 – 52

Mayura, AA Gede Angga Surya (2020). Persepsi

Konsumen Terhadap Bahan dan Desain Kemasan

Jambu Kristal (psidium guajava) Ramah Lingkungan,

Jurnal Beta (Biosistem dan Teknik Pertanian) Volume

9 no 2

Wardhani, Pratiwi Kusumo (2014). Potensi Pembuatan

Produk Kemasan ramah Lingkungan Studi Kasus Kota

Bandung. Jurnal Universitas Pembangunan Jaya #1

Volume 1 Maret 2014

Brown, Tim. (2008). Design Thinking. www.unusual

leading.com: Harvard Business Review, page 1-9

Brown, Tim. Katz, Barry. (2009). Change By Design: How

Design Thinking Transforms Organizations and

Inspires Innovations. New York: HarperCollins

Publishers.

Widayati, Yohana Tri (2017). Aplikasi Teknologi QR

(Quick Response) Code Implementasi Yang Universal.

KOMPUTAKI Vol.3, No.1 Februari 2017.

Wave, Denso. (2010). QR Code Introductionsymbol versi,

Diakses pada 26 Januari 2021. http//www.denso-

wave.com/QRCode/QR gene2-e.html

Effective Packaging Information Modelling using QR Code