ANALISIS FAKTOR KANSEI KONSUMEN TERHADAP KEMASAN KERIPIK TEMPE COKELAT

Nur Wijayanti, Hety Handayani Hidayat

Abstract


Salah satu usaha pengingkatan daya saing yang dilakukan produsen makanan adalah dengan melakukan inovasi produk termasuk kemasan. Kemasan saat ini tidak hanya menjadi pelindung produk, namun juga menjadi salah satu hal yang sangat mempengaruhi konsumen untuk membeli produk. Oleh karena itu, penelitian ini bertujuan mengetahui faktor-faktor atau atribut desain kemasan apa yang perlu diperhatikan berdasarkan perasaan (kansei) konsumen yang mendalam. Metode kansei engineering digunakan untuk menggali perasaan konsumen saat melihat, mendengar dan menyentuh kemasan keripik tempe cokelat. Perasaan tersebut kemudian diartikan sebagai kata kansei yang selanjutnya direduksi dan diringkas dengan analisis faktor sebagai atribut pengembangkan desain kemasan. Penelitian ini melibatkan 100 responden yang dipilih berdasarkan puposive sampling di Kabupaten Banyumas untuk mengisi kuesioner semanatic differensial. Hasil penelitian menunjukkan bahwa terdapat 5 faktor atau atribut desain kemasan berturut-turut yakni bahan kemasan sebesar 42,171%, bentuk kemasan 14, 937%, tema desain 0,65%, aksesoris 8,308%, dan metode pembungkusan 6,25%.

Kata kunci: Kemasan, Kansei Konsumen, Analisis Faktor

 

One of the efforts to increasing the the food manufacturers competitiveness is to innovate products including packaging. Packaging is currently not only a product protector, but it is also one of the things that affects consumers to buy products. Therefore, the study aims to determine what packaging design factors or attributes need to be considered based on the deep consumer feeling (kansei). Kansei Engineering method was used to mining the consumers feeling when viewing, listening and touching the packaging Chocolate Tempe chips. The feeling was then interpreted as the Kansei words which was subsequently reduced and summarized by the analysis factor as the attribute of packaging design development. This study involved 100 respondents selected based on the puposive sampling in Banyumas district to fulfill the semantic differensial questionners . The results showed that there were 5 factors or a package design attribute in a row i.e. 42.171% packaging material, packaging form 14, 937%, design theme 0.65%, accessories 8.308%, and packing method 6.25%.

Key words: Packaging, Costumer Kansei, Factor Analysis


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