Kajian Konseptual Pemanfaatan Quick Response (QR Code) padaKemasan sebagai Strategi Digitalisasi Branding dan Jaminan Mutu ProdukUMKM

Abstract

 Indonesian micro, small, and medium enterprises (MSMEs) face significant challenges in enhancing their competitiveness in the digital era, particularly related to information asymmetry, low consumer trust, and barriers to the digitalization of branding and product quality assurance. These issues often hinder the positioning of local products in broader markets. As a solution, this study formulates a conceptual model for the implementation of QR Code technology on product packaging using the Systematic Literature Review (SLR) method of 15 key scientific articles. This strategy is selected due to its minimalist nature, cost efficiency, and high adoption potential in accordance with the Perceived Ease of Use principle. The discussion demonstrates that QR Codes function as a digital bridge that integrates legality data (certifications) with interactive branding channels such as social media and e-commerce platforms. The findings introduce a novel contribution in the form of a Three-Layer Information System Architecture Conceptual Model. This model transforms passive packaging into an active and transparent communication medium. In conclusion, this QR Code–based innovation not only strengthens brand image and consumer trust through easy access to information but also provides an inclusive digital transformation solution for MSMEs to compete in the global market.