PERANCANGAN DESAIN KEMASAN PRODUK BRIKET MENGGUNAKAN METODE KANSEI ENGINEERING

This study aims to design product packaging for corn cob and palmyra shell charcoal briquettes using the Kansei Engineering method. The study is motivated by the suboptimal design of the existing briquette packaging, which is characterized by the absence of standardized packaging attributes capable of representing the product's identity and attracting consumer interest, despite the product's high quality. Therefore, an approach that integrates consumers' emotional responses into the packaging design process is required. This research employed a quantitative approach. The primary stages included collecting Kansei words through open-ended interviews, developing and distributing the first-stage questionnaire to 50 respondents for validity and reliability testing, followed by distributing the second-stage questionnaire to 51 respondents, with the sample size determined using the Paul Leedy formula, to identify the importance level of packaging design attributes. The collected data were analyzed using validity testing, reliability testing, and attribute importance analysis. The findings from these analyses were subsequently used as the basis for developing several alternative packaging designs, which were then evaluated by respondents to determine the most preferred design. The results indicate that the packaging design attributes with the greatest influence on consumer preferences include visual appeal, product information, and ease of use. Among the proposed design alternatives, Design A emerged as the most preferred option because it was perceived as the most consistent with consumers' perceptions and needs. These findings demonstrate that the Kansei Engineering method is effective in producing packaging designs that not only fulfill functional requirements but also capture consumers' emotional expectations, thereby enhancing the product's market appeal.