Designing Product from Nile Tilapia Scale and Creating Brandmark for Commercial

Abstract

This study aimed to: 1) investigate the physical characteristics and properties of Nile tilapia fish scales; 2) design products from Nile tilapia fish scales and create a commercial brand identity; and 3) evaluate consumer satisfaction toward the developed products and brand identity. The study categorized key informants into three distinct groups: 1) local farmers processing Nile tilapia, 2) experts in product design and development, and 3) general consumers, with each group consisting of three individuals, totaling nine key informants. Data collection was conducted through both online and offline platforms with a total sample of 28 participants. The research instruments included structured interviews, participant observations, appropriateness evaluation forms regarding product and brand design, and consumer satisfaction questionnaires. Data were analyzed descriptively using mean (x̅) and standard deviation (S.D.). The findings revealed that buyers of decorative products across both online and offline platforms (N=28) expressed a high level of satisfaction with the Nile tilapia scale products and commercial brand identity, yielding an average score of (x̅=4.32) and (S.D.=0.46)