Redesigning of Sanjai Chips Packaging Using The Kansei Engineering Method (Case Study: SMEs Kerupuk Sanjai YESI)

Jannah, Raihanil (2025) Redesigning of Sanjai Chips Packaging Using The Kansei Engineering Method (Case Study: SMEs Kerupuk Sanjai YESI). S1 thesis, Universitas Andalas.

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Abstract

Hunting for culinary or typical souvenirs is one of the reasons people travel. As for Sanjai chips, this famous souvenir in the Minang area is one of the typical souvenirs from Bukittinggi City. Its crunchy and savory taste makes the demand for this food keep increasing and more MSMEs are emerging that produce sanjai chips. To compete in the market, products need to show their appeal as a marketing strategy. One important factor in a marketing strategy is packaging. However, this is not the case with the YESI Sanjai Crackers Business, an MSME that still uses very simple packaging to package their products. The lack of information on the packaging is one of the obstacles to increasing product sales. Therefore, a redesign of the Sanjai chips packaging is needed to attract consumers and increase product selling power. In this study, the redesign of Sanjai chip packaging was carried out using the Kansei Engineering method. Kansei Engineering is a method that can translate consumer emotional desires into concrete design parameters. This study will collect kansei words of consumer desires which will then be summarized into high-level kansei words. The recapitulation was carried out by distributing questionnaires containing the collected Kansei words. The results of the questionnaire distribution were processed using factor analysis. Furthermore, a second questionnaire was distributed to select the packaging model based on the consumer’s desire using the Analytical Hierarchy Process (AHP) method. Then, the packaging was redesigned based on the results of the questionnaire. The results of this study are expected to be input for the relevant MSMEs so that product sales can be increased.

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