BUBBLE TEA PACKAGING EVALUATION USING KANSEI ENGINEERING METHODE AND KANO MODEL

• Main Author: PRASTICAWATI MALDHINI - Nim: 13413018, NARANTHICA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23439
• Institution: Institut Teknologi Bandung

Bubble tea is a drink that was created in the early 1980s at a teahouse in Taichung, Taiwan. This drink is made from tea mixed with milk and/or fruit flavor which is then added small balls made of tapioca flour. This drink has become a growing trend over the last few years. This causes competition between trademarks bubble tea drinks are also getting tighter. To face the competition, it is necessary to improve the quality by the producers, both in terms of taste and other quality. One factor that producers need to keep in mind is packaging. This is because packaging is one of the important forms of communication in marketing. In addition, packaging can also affect a consumer's perception of the product he purchased. <br /> <br /> This study aims to identify influential emotional factors in bubble tea packaging design, find out the packaging attributes that can improve customer satisfaction, and also provide recommendations for improvement of bubble tea packaging design with Kansei Engineering and Kano Model approach. In this research, the identification of the kansei words representing the emotion and the consumer feeling of 67 respondents. In addition, identification of packaging attributes is also done through literature study. The identifiable kansei words then reduced before it can be used in assessing some packaging samples. Packaging design evaluation is limited to five packaging samples from bubble tea products located in Bandung City. The number of participants involved in filling the packaging evaluation questionnaire based on the emotional factors and questionnaire level of importance of packaging attributes is as much as 126 respondents. <br /> <br /> The result of this research is proposed in the form of description of product attribute that match with consumer emotion. In addition, from this research also known types of attributes in the packaging that gives a significant effect for consumer satisfaction.