RENDANG PACKAGING DESIGN AT RUMAH MAKAN SELAMAT

Atika, Nur Afifah (2023) RENDANG PACKAGING DESIGN AT RUMAH MAKAN SELAMAT. Diploma thesis, Universitas Andalas.

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Abstract

Rendang is one of the specialties of West Sumatra Province that has been well known nationally throughout Indonesia and abroad. Rumah Makan Selamat in Bukittinggi, West Sumatra is one of the restaurants that is already famous for its signature rendang. No wonder that many customers request that Selamat's signature rendang be sent directly to various regions such as Jakarta and even abroad. Not only selling directly on-site, Rumah Makan Selamat also opens e-commerce and social media to expand sales and target customers. The current packaging is fairly simple, ordinary clear plastic packaging with a rubber band tie and vacuum plastic coated with a plastic standing pouch with a sticker containing the logo, phone number, and Instagram of Rumah Makan Selamat. This packaging still has some disadvantages when considered from the dimensions of product quality, namely performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. The packaging currently used does not fulfill all eight dimensions of product quality and can still be improved to fit the dimensions of product quality. Therefore, it is necessary to design a new rendang packaging for Rumah Makan Selamat that is expected to fulfill the eight dimensions of product quality that become a benchmark for the quality of a product. The packaging design uses the Grounded Theory approach, which is a theory built from the scheme of a phenomenon in which there are individual interactions, decision making or processes in responding to a phenomenon. This research uses keywords related to packaging design taken from the results of data collection and processing in the research in the open coding process. Then the development of variables and the relationship between keywords and variables in axial coding, and the relationship between variables in selective coding so that the theory of the conceptual model of the relationship between keywords and variables that produce rendang packaging in accordance with customer desires. From the research conducted, it can be concluded that 24 keywords were found from the informants which were then analyzed with product quality dimensions as variables. The eight dimensions of quality were then re-analyzed in relation to each other. From the results obtained, a packaging design was made that paid attention to important elements in packaging such as shape, material, etc. All keywords are included in all elements of the rendang packaging design that was made as many as 3 alternative designs.

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