MENGIDENTIFIKASI PREFERENSI KONSUMEN MESIR TERHADAP DESAIN KEMASAN RENDANG

Abstract

One of the promising markets with rapid economic growth is Egypt as it offers significant opportunities for international companies. Small and medium enterprise from Indonesia that have almost entered Egypt are Indonesian rendang katuju, rendang katuju itself was founded in 2017 by Ade Surianto. The aim of this research is to determine variables and identify the preferences of the Egyptian people by adjusting relevant consumer tastes such as symbols, motifs, colors and visual styles. Consumer desires are implicit, therefore this packaging design was carried out using Kansei Engineering. The results of the packaging design are obtained from the results of data processing, and how to connect Kansei words with product properties and how the results of selecting various types of packaging models are in accordance with the criteria for Kansei words.