Design of chocolate processed product packaging with Kansei engineering approach in SME-scale cocoa processing industry in South Sulawesi

Packaging is one of the keys to maintaining product quality, packaging involves designing and producing activities, to protect the product. Packaging always involves design so that the product message can be conveyed to consumers, the current function of packaging is to protect the product as well as an effective marketing medium. The method used in this study is the kansei engineering method and the data used were obtained from distributing questionnaires that lasted for 1 month with the aim of the research, namely, to obtain the kansei word used to determine the redesign of the chalodo candy packaging. Based on the results of research and data processing carried out in the SME-scale cocoa processing industry, it is still found that product packaging is not in accordance with customer expectations, especially the current chalodo candy packaging has an ordinary design and packaging materials made of plastic with an ordinary appearance so that consumers less interested in the product. This study aims to create a new packaging design according to the wishes of consumers, using the Kansei Engineering method to translate the psychological feelings of consumers to obtain the results of packaging designs for chocolate products.