How Product Packaging Becomes A Strategy To Increase Sales Of Souvenirs In A Region

This study aims to explore how product packaging can be an effective strategy in increasing competitiveness for sales of regional souvenirs. The method used is a qualitative approach literature studies covering packaging theory, marketing strategies, and consumer behavior were also used to strengthen the analysis. The results of the study indicate that packaging that is functional, environmentally friendly, and has an innovative design plays an important role in attracting consumer interest and increasing product competitiveness. Consumers are increasingly paying attention to sustainability aspects, while designs that reflect local culture provide added value to souvenir products. Therefore, producers need to consider packaging strategies that include functional aspects, sustainability, and design innovation to increase sales and strengthen the market position of souvenir products. In conclusion, packaging is an important element in marketing regional souvenir products, both from the perspective of producers and consumers.