Perancangan Visual Branding dan Promosi Cenil Mocaf (CEMO)

Abstract

Cenil has many competitors and is experiencing a decline in its image which is supported by the raw material for its manufacture which is only made from tapioca and the use of synthetic food coloring which causes cenil to have little benefit, so innovation is needed by reformulating cenil using mocaf and natural coloring (dragon fruit) to improve image cenil. The method used is an audience analysis method which can produce visual branding and promotional designs that will be applied to Cenil Mocaf as well as a descriptive method used to analyze chemical tests and sensory tests for Cenil Mocaf products. The branding media used for promotions are logos, packaging designs, business cards and standing banners. Online promotion is more effective than offline, namely 56.4% effectiveness. The most effective social media for promotion is WhatsApp. The sensory quality of the repaired Cenil Mocaf has a value that is in line with consumer expectations. Cenil Mocaf has a taste rating of 5.4; pandan aroma with a score of 5.6; cenil aroma with a score of 5.7; color with a value of 5.8; aftertaste with a value of 5.5; cenil texture with a score of 6.1; and overall favorability with a score of 6.2. The chemical quality of Cenil Mocaf includes water content 68.68%, ash content 0.98%, total fat content 2.98%, protein content 1.23%, total sugar content 4.41%, carbohydrate content, 26.13%, and dietary fiber content 3.14%.