Design of Tradisional Riau Malay Hat (Tanjak) Packaging Using Kansei Engineering Method

Nurseptiana, Afif Naufal Luthfi

Student at Industrial Engineering

Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia

11850220515@students.uin-suska.ac.id

*Melfa Yola, Anwardi, Muhammad Ihsan Hamdy, Fitriani Surayya Lubis, Muhammad Rizki

Assistant Professor Industrial Engineering

Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia

melfa.yola@uin-suska.ac.id

Abstract

Tanjak is a Riau Malay tradisional hat worn by men from the Malay ethnic group. Tanjak is marketed as regional souvenirs, requires attractive packaging so that it can describe the characteristics of the Riau Malay and attract costumer interest in buying the product especially for souvenirs. The state condition shows the packaging of Tanjak is still very simple using material from plastic packaging, PVC and acrilic with no design for the packaging. Otherwise this product bought as souvenirs or gifted to official government, so the packaging need for representing the product it self. Packaging that is in accordance with the wishes of consumers tends to give a sense of pleasure and increases the desire of consumers to buy products. Packaging designs that follow consumer desires can be obtained using the Kansei Engineering method. Kansei Engineering is a method that can translate the emotions and feelings of consumers towards a product. Tanjak packaging designs that are in accordance with consumer desires are obtained by identifying kansei words. The kansei word is translated into design language and the packaging design is done based on the kansei word. The case study is taken in Tanjak Mak Des, one of crafmen business in Riau. The goal of this research is to design Tanjak packaging as a traditional Riau Malay hat, using Kansei Engineering. Data collection was carried out by collecting kansei words from tanjak consumers and previous research references, then distributing the Differential Semantic Questionnaires 1 and 2. So as to create a packaging design in accordance with the wishes of consumers.

Keywords

Tanjak, Packaging Design, Consumer Desires, Kansei Engineering, Kansei Word

1. Introduction

The use of Tanjak is increasingly popular and growing, resulting in the development of Tanjak craftsmen. Craftsmen offer Tanjak products that have been created with various shapes, colors, motifs and different sizes. The use of Tanjak is not only used during important events, such as Malay traditional events, marriages, and is used by government agencies, but has developed and become one of the souvenirs that are very popular in all circles and are in great demand by tourists visiting Riau. The diversity of attractive fabric motifs and the diverse shapes of Tanjak are not only one of the reasons for consumers to buy Tanjak. Attractive packaging that can describe the characteristics of Tanjak as souvenirs and souvenirs typical of the Malay tribe is also one of the things that encourages consumers' desire to buy Tanjak. In addition to making Tanjak  more attractive and more elegant, better and higher quality packaging can also be an advantage for the Tanjak manufacturer with competitors.

Tanjak Mak Des business is one of the Tanjak craftsmen in Riau Province. Tanjak Mak Des produces Tanjak with various types and shapes, generally Tanjak Mak Des produces Tanjak that has been created. The Tanjak is marketed to a large souvenir shop typical of Riau to be used as souvenirs and souvenirs from Pekanbaru City. The tanjak is also marketed to various Malay clothing shopping centers located in Pekanbaru city to be offered as souvenirs to complement Malay tribal clothing, orders from various government agencies, companies, and schools for daily use as a complement to uniforms or during certain events, as well as purchases for use by individuals. Tanjak Mak Des business is able to produce as much as 500 to 800 pcs per month, this sales will increase in certain months and events. Based on observations made in the Tanjak Mak Des business, two Tanjak packaging that exist at this time can be seen in Figure 1, namely packaging made of plastic and acrylic glass. These packaging tend to have more dominant drawbacks than advantages. One of its concerns is that the packaging is easily damaged by tearing and breaking and does not describe Tanjak as a characteristic of the Riau Malays.

1. (b)

Figure 1. Current Tanjak Packaging (a) Plastic, (b) Acrylic Glass

Because the packaging that exists at this time is still very simple and has several shortcomings, therefore it is necessary to redesign the Tanjak packaging. This packaging redesign is carried out to produce a more attractive packaging design, in order to attract consumers' buying interest. Designs with the result of user desires are more widely known, and products designed based on the user's psychological desires tend to attract more attention from consumers. It is proven that products that please the user's heart are more widely used, and the selection of future purchases of products tends to be influenced by the level of pleasure in the use of the product (Guo et al. 2020). One method that can be used to find out consumers' desires for Tanjak packaging design is the Kansei Engineering method. This method is used because it can translate users' psychological desires and needs for a product into a design language, thus creating a design that is more liked and satisfies the desires of consumers (Li et al. 2020). It is proven in the research conducted (Yola 2021) that produces a packaging design that suits the wishes of consumers.

1. 1. Objectives

The purpose of this study is to redesign Tanjak packaging that suits consumers' wishes to attract consumers' buying interest. In addition, to design packaging that can describe the characteristics of Riau Malay Tanjak products as one of the typical souvenirs of Riau Province.

2. Literature Review

Packaging is the main equipment used to protect a product and also serves as part of a marketing mix tool to convey graphic and brand communication messages along with the product itself to be conveyed to consumers (Irhandayaningsih 2018).  The function of packaging is as a material that protects and secures a product from external influences that can harm and accelerate the occurrence of damage. Packaging also serves as a medium of information and promotion of a product in question. Good and attractive product packaging will be a special attraction for consumers in attracting buyers (Ermawati 2019).

Consumer behavior is a science of how a person buys a product. Consumer behavior is an activity that is directly involved in acquiring, consuming and disposing of products or services, as well as the decision processes that precede and follow these actions. Consumer behavior can also be defined as the process of individual or group involvement in choosing, buying, or disposing of a product, service, idea or experience to satisfy their needs and desires (Ferinia et al. 2021).

The Kansei engineering method was created to approach consumers in order to be able to translate consumer kansei (emotions) into product design features. Kansei comes from the Japanese word meaning a feeling of psychology that thinks about the design features of a product. Kansei engineering has been developed by Professor Nagamachi since 1970 as one of the branches of cognitive ergonomics, and there have been many products produced with the application of Kansei engineering or Kansei engineering such as electronic devices, vehicles, public facilities, housing, clothing and so on. Kansei engineering is a comprehensive subject that combines the sciences of design, ergonomics and engineering. This requires a designer to be a bridge that connects the psychological feelings of the user towards the design of the product to be created (Guo et al. 2020).

Kansei engineering includes an experiment or research evaluation by conducting statistical analysis of the data that has been obtained, this implementation is generally carried out with 3 steps (Fadly and Satori 2021) :

1. Performs Kansei word selection, collecting and selecting adjectives.
2. Evaluating Kansei which is a subjective evaluation of consumer perceptions of several products as well as product samples by using a questionnaire containing the word Kansei.
3. Perform data analysis based on evaluation experiments. If you already know the combination of product properties that produces the highest score among descriptive words, it should be able to generate guidelines for creating a new product emotional interface design.

3. Methods

This research was conducted at the Tanjak Mak Des Business which is located at Jl. Permata Ratu, Tangkerang Labuai, Bukit Raya District, Pekanbaru City. The research was conducted using the Kansei Engineering method.

Figure 2. Chart of the stages of research conducted

The explanation of Figure 2 is as follows:

1. Conduct observations and interviews with respondents who are producers and consumers of Tanjak to get needs, wants, complaints and suggestions regarding Tanjak packaging, and identify the kansei word of the interview results.
2. Compiled a Deferential Semantic questionnaire 1 and distributed it to 30 respondents. The determination of the number of respondents was carried out using a quota sampling technique, where the researcher determined the sample provisions in accordance with the study.
3. The results of the questionnaire obtained were carried out statistical tests in the form of validity tests, reliability tests, and data adequacy tests carried out using SPSS 17.0 software.

The test results are said to be valid if the Rhitung value is > Rtabel, and the data is invalid if the R_count < R_table. The r_tabel used for 30 respondents was 0,361. For invalid statements, they will be eliminated and the validity test of the second iteration will be carried out until the entire data is declared valid. The test results are said to be reliable when the cranbach alpha value is large from 0,5. And the data is stated to be sufficient if the value of N' < N, where N is the number of samples which is 30 resondents.

4. The next step is factor analysis by testing Kaiser Meyer Olkin with SPSS 17.0 software. The KMO test results obtained will determine that the data can be carried out further factor analysis. If the KMO value is above 0.6 then the data is said to be quite feasible for further factor analysis.

The next stage is to conduct a Barlett test by finding the Chi-Square value and determining the significance value. The signification value below 0,05 means that the variables used in the questionnaire correlate with other variables and can be carried out further factor analysis.  It then performs a Measures of Sampling Adequacy (MSA) test to find out how strongly the item correlates with other items. The data is said to be valid if the MSA test result > 0,5, and the item is strongly correlated with other items. Meanwhile, if the MSA test result < 0,5, then the data is said to be invalid so that the data is eliminated and then the second iteration of the MSA test is carried out until the entire data is declared valid.

5. Determine the design attributes and categories to be carried out based on the elements of the Tanjak packaging design.
6. Designing the Deferential Semantic questionnaire 2 by determining the combination of stimulation of design elements obtained in the previous stage and distributing the questionnaire to 30 respondents.
7. Perform a conjoin analysis of the results of the questionnaire deployment and calculate the utility value of the packaging design attributes. The highest utility test results are an important attribute that is the selected specification for designing Tanjak packaging designs.
8. The final stage sets the concept and designs the Tanjak packaging design in accordance with the results of data processing.

4. Data Collection

The data needed in this study were collected and then processed in order to find a solution to the problem being studied. The data collected is in the form of.

1. 1. Classification of Kansei Word

Kansei words are obtained from the results of observations and interviews that have been conducted by collecting consumer desires for packaging, then identified and structured based on words that have the same meaning (Table 1).

Table 1. Kansei Word

5. Results and Discussion
   1. Validity Test

The results of testing the validity of the differential semantic questionnaire 1 on 30 respondents were carried out using SPSS 17.0 software. Data is said to be valid if R_count > R_table. The value of r table for 30 respondents is 0,361 which is obtained from the value of df = N-1 (Table 2).

Table 2. Recapitulation of Iteration 1 Validity Test Results

Based on the recapitulation of the validity test that has been carried out, it is known that statement 1 (simple form) and statement 6 (complete information) are declared invalid, because R_count is smaller than R_table. Statements that were declared invalid were eliminated and a second iteration validity test was carried out. The results of the iteration 2 validity test can be seen in table 3.

Table 3. Recapitulation of Iteration 2 Validity Test Results

Based on the recapitulation of the second iteration of the validity test, 12 valid statements were obtained, because the R_count is greater than the R_table. The results of the validity test can be seen in the attachment.

1. 2. Reliability Test

The reliability test was carried out on 30 respondents with 12 valid statements in the iteration 2 validity test. The results of the reliability test were. Table 4 is the result of the validity test.

Table 4. Reliability Test Results

Based on the reliability test of 12 statements which were declared valid, the Cronbach's alpha value was 0,735 with reliable criteria (close).

1. 3. Data Adequacy Test

The data adequacy test was carried out on 12 statements which were declared valid in the third iteration of 30 respondents. Data adequacy test is done by formula.

N'=β/αNXi2- (Xi)2Xi2

The results of the data adequacy test are.

βα= 20,05

βα= 40

N = Number of Samples

N = 30 

N'=β/αNXi2- (Xi)2Xi2

N