PERANCANGAN DESAIN KEMASAN ROTI SISIR ROOMBUTTER MATAHARI DENGAN MENGGUNAKAN METODE KANSEI ENGINEERING

Abstract

This research aims to develop packaging design of Matahari bread with roombutter spread. The first stage of this research was conducting interviews with 30 respondent to collect kansei words. The kansei words classified into 7 (seven) category, which is color, aesthetic, unique, attractive, informative, ergonomic, and quality. Based on the classified kansei words, the semantic differential I questionnaires were distributed to 97 respondent. Later on, the result used in factor analysis to reduced the number of factors. The reduced factors used in multiple linear regression to find a specific factor that most influence the consumer preferences in Matahari bread with roombutter spread packaging design. The result shows that the factor that emotional factor is most influenced the consumer preferences. The semantic differential II conducted through 6 (six) product sample, which is Sari Roti, Mr. Bread, Bakemart Bagelen, Arnon Meses Bread, Bakemart White Bread, and Frances Cake Bagelen. Later on, the result used in multiple linear regression to find specific kansei words that most influence the consumer preferences in choosing the bread packaging design. The result shows that the attractive kansei words is the most influenced factor. The new packaging design concept is created based on the Kruskal-Wallis. Kruskal-Wallis conducted a ranking system through each product sample. The result shows that the new packaging design concept has a pillow bag style shape, red color, diverse motives, big logo, bread container, additional plastic bag, safety clip, complete product information, and thick plastic material.