Perancangan desain kemasan roti matahari dengan menggunakan metode kansei engineering

Widjaja, Maria Christa Angelita (2014) Perancangan desain kemasan roti matahari dengan menggunakan metode kansei engineering. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada penelitian ini dilakukan perbaikan terhadap desain kemasan roti sisir roombutter Matahari. Tahap pertama dilakukan pengumpulan kansei words berdasarkan proses wawancara kepada 30 responden. Kansei Words yang telah dikumpulkan direduksi menjadi 7 (tujuh) kelompok kansei words, yaitu warna, estetika, unik, menarik, informatif, nyaman, dan kualitas. Berdasarkan kansei words yang telah dikelompokkan, dilakukan penyebaran kuesioner semantik diferensial I kepada 97 responden. Hasil kuesioner tersebut digunakan dalam analisis faktor yang bertujuan untuk mereduksi jumlah faktor. Berdasarkan jumlah faktor tersebut, dilakukan regresi linear berganda untuk mengetahui faktor mana yang mempengaruhi preferensi konsumen terhadap desain kemasan roti sisir roombutter Matahari. Hasil regresi linear berganda menunjukkan bahwa faktor yang paling mempengaruhi preferensi konsumen adalah faktor emosional. Pada kuesioner semantik diferensial II, dilakukan penilaian terhadap 6 (enam) sampel produk, yaitu Sari Roti, Mr. Bread, Bakemart Bagelen, Roti Arnon Meses, Bakemart Tawar Kupas, dan Frances Cake Bagelen. Hasil kuesioner tersebut digunakan dalam regresi linear berganda untuk mengetahui kansei words yang mempengaruhi preferensi konsumen di dalam memilih desain kemasan. Hasil regresi linear berganda menunjukkan bahwa faktor yang paling mempengaruhi preferensi konsumen adalah faktor menarik. Konsep desain kemasan baru didapatkan dari hasil uji Kruskal-Wallis, pada uji ini dilakukan penilaian terhadap spesifikasi masing-masing sampel produk. Berdasarkan hasil uji Kruskal-Wallis, didapatkan konsep produk berbentuk pillow bag style, warna merah, motif variatif, logo besar, ada tempat roti, ada tas plastik tambahan, ada klip, informasi produk lengkap, dan bahan tebal. / 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.

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