Strategic packaging redesign of tempeh products using SWOT Analysis and Kansei Engineering: A Case Study of Tempeh Production House “C”

This research aims to redesign the packaging of tempeh products at Tempe Production House "C" to enhance competitiveness and consumer satisfaction. The methods used include SWOT analysis to identify internal and external conditions, as well as Kansei Engineering to translate consumer perceptions into packaging design. Data were analyzed using validity tests, reliability tests, and Principal Component Analysis (PCA). The results show that the main weakness of the product lies in the packaging, which is less attractive and informative. PCA analysis produced three main dimensions: safety and structure, clarity of information, and product identity. The new packaging design produced shows a significant improvement based on the Customer Satisfaction Score (CSAT), from a range of 20%–39% to above 84%. This indicates that the approach used is effective in enhancing packaging quality and consumer satisfaction.