Affective Design of Food Delivery Order Packaging

Advances in technology encourage Small and Medium Enterprises (UKM) owners to develop their businesses by making online purchases, one of which is Pak Dede's Soto Mie inn. An attractive packaging design can encourage positive perceptions from customers when making online purchases. Therefore, the aim of this research is to design Pak Dede's Soto Mie packaging that involves feelings, emotions, or consumer orientation using the Kansei engineering method. The first stage of the Kansei engineering method in this study is the collection of Kansei words by distributing questionnaires to Pak Dede's Soto Mie customers. The second stage is grouping the Kansei words using the Principal Component Analysis (PCA). The third stage is the formulation of Pak Dede's Soto Mie packaging design concept that will be designed using the Association Rule Mining (ARM). The fourth stage is designing an alternative packaging design for Pak Dede's Soto Mie. Then the last stage is the selection of design alternatives. Based on the results of the Association Rule Mining (ARM), there are two design concepts that are considered, namely simple and eco-friendly. In the selection of design alternatives, the eco-friendly design on the packaging of Pak Dede's Soto Mie is preferred by customers.