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Home Industry is one form of Micro Small Medium Enterprises (SMEs) that produces goods made in houses and small scale. King Queenclong and Star Sabun Herbal is a home product of liquid soap industry in Surakarta city. Currently the liquid soap product has been packaged in 300 ml bottle and there is a label that shows the identity of the product, but the current sales declines due to many competitors’ similar products with more fascinating packaging design to attract public interest. Therefore, it needs an innovation branding effort through packaging and labelling. The result of the research on the respondents shows the main factor in choosing the soap product is the packaging design, the next factor is the price and the contents. Based on observations made, it has been tested the design of dish soap packaging on respondents such as the form of 300ml bottle pump bottle, clear color bottle with green and white label. While the form of a bottle for hand washing soap is a 300ml flip top volume bottle, a clear bottle color with a purpleDemandia, Vol. 3. No. 2 (September 2018) 36 white label (King Queenclong Soap) and a green-and-white label (Star Herbal Soap). This branding innovation is expected to encourage consumers to buy King Queenclong liquid soap and Star Soap Herbal products.

STRATEGI BRANDING MELALUI INOVASI DESAIN KEMASAN BAGI HOME INDUSTRY SABUN CAIR