ANALISIS DAN PERANCANGAN KEMASAN BOTOL TUMBLER MENGGUNAKAN PACKAGING SCORECARD DAN HOUSE OF QUALITY (HOQ) (STUDI KASUS: PT. RUBY ARTISAN INTERNATIONAL)

Muhammad Rozzan Abdillah, NIM.: 21106060025 (2025) ANALISIS DAN PERANCANGAN KEMASAN BOTOL TUMBLER MENGGUNAKAN PACKAGING SCORECARD DAN HOUSE OF QUALITY (HOQ) (STUDI KASUS: PT. RUBY ARTISAN INTERNATIONAL). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Packaging plays a crucial role in maintaining product quality, ensuring distribution efficiency, and enhancing visual appeal in the market. PT. Ruby Artisan International, as a producer of wooden tumblers, faces challenges in packaging performance—particularly in the primary packaging layer—which is considered suboptimal in terms of product protection, information clarity, and promotional function. This study aims to evaluate the current packaging using the Packaging Scorecard method, identify customer expectations through the Voice of Customer (VoC), and propose an improved packaging design using the House of Quality (HoQ) approach. Data were collected through interviews and questionnaires involving three key stakeholders in the supply chain: the producer, retail partner, and distribution center. The evaluation of primary, secondary, and tertiary packaging levels revealed that the primary packaging received the lowest satisfaction scores, particularly in product information and promotional attributes. VoC findings indicated that customers prefer packaging that is strong, easy to carry, eco-friendly, and clearly informative. The application of HoQ resulted in several prioritized technical specifications, including the use of thicker duplex carton, the addition of a transparent window, enhanced visual design, and clearer product labeling. The final packaging design integrates functionality, aesthetics, and logistical efficiency while reinforcing the brand’s identity. This research concludes that combining the Packaging Scorecard and HoQ methods is effective in identifying packaging weaknesses and generating relevant, market-driven design solutions.

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