Abstract:
Tofu is a soy-based staple food widely consumed in Indonesia, yet the packaging used by many small and medium tofu producers, including PT. Macakal Pangan Sejahtera, is still considered unattractive, uninformative, and unable to represent the quality of the product optimally. This condition creates a perception that the product is overpriced relative to its packaging appeal. This study aims to redesign the packaging of the Tofu Ball product using the Kansei Engineering method, an approach that translates consumers' emotional responses into measurable design parameters. The research began with a preliminary survey, followed by the collection of Kansei words, validity and reliability testing, factor analysis, sample stimuli evaluation using Semantic Differential II, and Quantification Theory Type I (QTT1) to determine the design specification with the lowest score for each item. Data were collected from 40 respondents using a questionnaire containing 20 Kansei word pairs. The validity test showed that 19 of the 20 items were valid (r-count > r-table 0.312), with a Cronbach's Alpha of 0.9297, indicating excellent reliability. Fifteen packaging stimuli were evaluated by respondents, and QTT1 analysis identified pouch shape, multicolor scheme, plastic material, and tear-seal closure as the categories with the highest emotional scores. These findings were then translated into a redesigned tofu packaging concept that is expected to improve visual appeal, product information delivery, and consumer purchase interest.
Keywords: Kansei Engineering; packaging design; tofu; Quantification Theory Type I; consumer emotion
