Small-medium enterprises (SMEs) in Indonesia have been proven to be one of the important pillars of the national economy. Unfortunately, some problems hinder their development, and one of the critical problems is the quality of product packaging. The packages of SME products are considered poor, dirty, and unattractive. Packaging problem is one of the factors why consumers are less interested in buying and why SME products always lose in the competition with other products. This study discusses how to employ Kansei engineering to design better SME product packaging with a focus on psychological (affective) aspects. This research concludes that there are four components that represent consumers' desires: Attractiveness, Robustness, Handy & Green, and Lightness. The final result of this research is the creation of four new designs for a product package that satisfies each of the above components. Abstrak Rancang Ulang Kemasan Produk dengan Rekayasa Kansei: Kajian Empiris pada Perusahaan Kecil-Menengah di Indonesia. Usaha kecil menengah (UKM) di Indonesia telah terbukti menjadi salah satu pilar terpenting dalam perekonomian Indonesia. Akan tetapi, ada beberapa tantangan dan permasalahan yang menghalangi perkembangan produk UKM di Indonesia, salah satunya adalah permasalahan kualitas kemasan produk. Kemasan produk UKM kebanyakan masih terlihat seadanya, kotor dan tidak menarik. Berdasarkan hasil survey, desain tampilan dan kualitas kemasan produk merupakan salah satu alasan utama mengapa konsumen tidak tertarik untuk membeli produk-produk UKM. Oleh karena itu, penelitian ini bertujuan untuk menghasilkan keluaran desain kemasan produk yang memiliki nilai tambah dan lebih menarik berdasarkan aspek afektif melalui Kansei Engineering. Hasil penelitian menunjukkan bahwa ada empat karakteristik utama yang perlu ditampilkan dalam kemasan produk sesuai aspek afektifitas dari konsumen yaitu: Attractiveness, Robustness, Handy & Green, and Lightness. Keluaran akhir penelitian juga menampilkan usulan desain kemasan produk UKM yang sesuai dengan empat karakteristik utama tersebut.
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