Consumer Satisfaction Analysis Towards Package Design Element Attribute Of Fapet Pasteurize Milk.

Abstract

Packaging is one of the marketing communication tools and it also can be used as promotion media for product. The interested package is combination of various packaging design element attribute such as package design anatomy, graphic system, special color, typography, and legal aspect that to be at one to get attention from consumer. Packaging of agriculture product, for example FaPet Pasteurize milk which produced by PT D-Farm Agriprima, still lose looks and need to developed in order to increasing product sale. To achieve that, PT D-Farm Agriprima needs to pay attention for its consumer satisfaction by developing strategy of package design. Intention of this research are to analyze consumer satisfaction level of package design of FaPet Pasteurize milk and to formulating repairs strategy of FaPet Pasteurize milk package design based on attribute of package design element. Research began at April until May 2010. This research applies descriptive analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). Based on research, consumer has satisfied with FaPet Pasteurize milk package design, but PT D-Farm Agriprima needs to increase consumer satisfaction by repairing several attribute of package design element such as inclusion explanation of net product, inclusion production code and expired date, clearly font writing on package of product, inclusion of “Halal” label and product register number those has performance level under the consumer’s expectation.