Analisis Desain Kemasan Snack Balls Caramel

Abstract

PT. Prima Jaya Anugrah Makmur is a company engaged in the snack food industry. The product packaging currently used is plastic with colored designs. This study aims to identify Kansei words (consumer desires) that influence packaging design, determine the level of importance of each packaging attribute, and produce packaging design specifications for Caramel Snack Balls using the Kansei Engineering method. This study uses a mixed method approach by distributing questionnaires to 50 respondents. Based on the results of the preliminary questionnaire, 61.5% of respondents stated that the current product packaging does not match their desires, both in terms of visual and emotional impression. This finding indicates the need for packaging redesign to better suit consumer desires and needs. As a first step, an open-ended questionnaire was distributed to explore consumer perceptions and expectations regarding the ideal packaging design. The results of the questionnaire were used to compile a Kansei questionnaire containing a number of emotional words that represent consumer perceptions. The final results of the study indicate that the application of Kansei Engineering in the packaging design process is able to produce designs that are more in line with consumer desires and needs, so that they can compete more favorably with other products in the market.