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All Journal Teknotan: Jurnal Industri Teknologi Pertanian Karimah Tauhid
Campakasari, Nia
Unknown Affiliation
Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Perencanaan Desain Visual Kemasan Produk Pangan dengan Pendekatan Kansei Engineering Campakasari, Nia; Delfitriani; Ginantaka, Aditia
Karimah Tauhid Vol. 3 No. 10 (2024): Karimah Tauhid
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/karimahtauhid.v3i10.15593

Abstract

Kemasan memiliki peran penting dalam menarik perhatian konsumen, karena mereka cenderung langsung memperhatikan kesan yang ditampilkan oleh kemasan. Oleh karena itu, desain kemasan harus mampu memikat konsumen agar menghasilkan respon positif dan mendorong keinginan untuk membeli (Sudjana, 2020). Dalam mempertahankan daya saing perusahaan dapat memberikan kemasan terbaik untuk menarik minat konsumen, suatu produk harus mampu memikat perhatian mereka, sehingga dapat memenangkan persaingan yang ketat (Apriyanti, 2018). Pada penelitian ini metode yang digunakan adalah kansei engineering sebagai upaya redesain kemasan produk pangan. Penelitian ini berupa studi literatur artikel yang merupakan review dari beberapa jurnal nasional mengenai penelitian yang berhubungan dengan redesain kemasan pada produk pangan dengan pendekatan kansei engineering. Berdasarkan hasil literatur review masing-masing dari produk pangan memiliki konsep desain yang berbeda. Setiap kemasan memiliki elemen desain yang berbeda sesuai dengan jenis produk yang digunakan. Desain akhir dari pengembangan desain visual produk berdasarkan pada aturan analisis data yang digunakan atas dasar persepsi konsumen pada masing-masing produk pangan.
Pengembangan Konsep Desain Visual Kemasan Saus Keju dengan Pendekatan Kansei Engineering Delfitriani, Delfitriani; Campakasari, Nia
Teknotan: Jurnal Industri Teknologi Pertanian Vol 20, No 2 (2026): TEKNOTAN, Agustus 2026
Publisher : Fakultas Teknologi Industri Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jt.vol20n2.20

Abstract

Food packaging design plays a crucial role not only as a protective medium but also in shaping consumers’ emotional perceptions. However, many existing studies still focus primarily on aesthetic aspects without providing a systematic analytical framework to translate affective responses into design parameters. This study aims to develop a visual packaging design concept for cheese sauce by integrating Kansei Engineering with data-driven analytical approaches. Theoretically, this study proposes an exploratory framework that links perception weighting (TF-IDF), dimensionality reduction (PCA), and design pattern modeling (Association Rule Mining/ARM) within a unified analytical process. Kansei Words were collected from respondents (n ≥ 30), analyzed using TF-IDF, and reduced using PCA to identify dominant perceptual orientations. Packaging design elements were examined through morphological analysis of 25 product samples and formulated using ARM. The results indicate that consumer perception is strongly dominated by a Premium design orientation, explaining 75.16% of the variance, while the Eco-friendly orientation emerges as a secondary dimension with limited contribution. The association patterns suggest that non-transparent packaging, full label coverage, and top brand placement represent the most consistent configuration within the dataset. The findings suggest that integrating Kansei Engineering with data-driven methods can serve as a conceptual basis for formulating packaging design directions. However, this study remains exploratory, with limitations related to sample size, data homogeneity, and the absence of preference validation for the proposed design, indicating the need for further empirical testing.
Co-Authors Aditia Ginantaka Delfitriani