Inovasi Desain Kemasan Botol Parfum Berbasis Model Kano dan Quality Function Deployment untuk Meningkatkan Kepuasan Konsumen
DOI:
https://doi.org/10.52072/arti.v21i1.1938Keywords:
Desain Kemasan, House of Quality, Kepuasan Konsumen, Model Kano, QFDAbstract
Penelitian ini bertujuan untuk mengembangkan desain kemasan botol parfum berbasis kebutuhan konsumen dengan mengintegrasikan Model Kano dan Quality Function Deployment (QFD). Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan konsumen Perfume. Data dikumpulkan melalui kuesioner terbuka dan tertutup, kemudian diuji menggunakan uji validitas (Pearson) dan reliabilitas (Cronbach’s Alpha). Hasil analisis Model Kano menunjukkan bahwa atribut kemasan terbagi menjadi tiga kategori utama, yaitu must-be, one-dimensional, dan attractive. Atribut must-be berupa kelengkapan informasi produk menjadi kebutuhan dasar yang wajib dipenuhi. Atribut one-dimensional meliputi bentuk dan dimensi kemasan yang berpengaruh langsung terhadap kepuasan konsumen. Sementara itu, atribut attractive seperti warna, material, dan desain visual berperan sebagai faktor peningkat daya tarik produk. Selanjutnya, metode QFD digunakan untuk menerjemahkan kebutuhan konsumen ke dalam karakteristik teknis melalui House of Quality (HoQ), sehingga diperoleh prioritas pengembangan desain kemasan. Hasil penelitian menunjukkan bahwa aspek visual dan informatif menjadi faktor utama dalam pengembangan desain kemasan yang mampu meningkatkan kepuasan konsumen dan daya saing produk
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