Wajit Cililin Packaging Design Innovation Using the Product-Market Fit Approach and Value Proposition Canvas

Case Study Legieta Boga Priangan

Abstract

This research is precipitated by two critical exigencies: the burgeoning scarcity of corn leaves as a primary packaging medium and the diminishing competitiveness of traditional products in contemporary markets due to suboptimal packaging aesthetics. The study investigates packaging design innovation at Legieta Boga Priangan, a Micro, Small, and Medium Enterprise (MSME) specializing in Wajit Cililin, aiming to enhance product-market alignment while preserving cultural identity by integrating the Product-Market Fit and Value Proposition Canvas frameworks. Employing a qualitative exploratory methodology involving 13 respondents, data were gathered via in-depth interviews to systematically map "customer jobs," "pains," and "gains. These insights were subsequently synthesized into a packaging prototype and subjected to direct empirical testing and evaluation using a Likert-scale questionnaire to gauge consumer perception and satisfaction. The findings demonstrate that the proposed packaging innovation yields significant positive value by projecting a modernized image while reinforcing traditional characteristics. Theoretically, this research elucidates the structured application of Product-Market Fit and Value Proposition Canvas within the context of traditional Indonesian artisanal products, a domain hitherto underrepresented in MSME marketing literature.