EXPLORATION OF THE CHARM OF SOUVENIRS AS A BRAND IDENTITY: THE VALUE OF SUSTAINABILITY AND PRODUCT QUALITY OF FRUIT CHIPS TYPICAL OF BATU TOURISM CITY

The research aims to describe the phenomenon of souvenirs in Batu Tourism City that do not meet buyers' expectations. The visual representation of packaging raises the expectation of greater volume and this is in line with the reality of the volume of the content of the chips which slightly creates a negative image of the souvenirs of Batu Tourism City. The gap between expectations and reality raises the urgency of the problem of the identity image of Batu Tourism City as a tourist attraction that produces quality fruit products. The descriptive qualitative method is used as a research method for the phenomenological approach. The results of the research findings provide recommendations for using packaging that is appropriate between the visual size and the volume of the contents. Honesty in packaging is an important point to revitalize the branding image of Batu Tourism City fruit chips into a positive image.