MODEL DESIGN OF SPECIALTY COFFEE PACKAGING STRUCTURES

Consumer buying interest towards the coffee product is affected by packaging. This is because of the uniqueness of each coffee packaging produced by the manufacturer. Apart from graphic design, packaging structure also needs to be considered. The packaging structure must be suitable in order to get flavour and aroma last longer. This study aimed to identify the most influential attributes and generate decision tree to determine the packaging structure of specialty in coffee products. The Function Analysis System Technique (FAST) method was used to generate packaging structure attributes based on the functionality of specialty coffee packaging structures. Attribute of weighting packaging was done with pair wise comparison method. HOQ connected attributes of packaging structures and design elements of specialty coffee packaging structures. The C4.5 technique (a development of Iternative Dichotomizer / ID3) was used to design the decision tree of packaging structure determination. Based on the FAST analysis and pair wise comparison method, the highest attribute of packaging structure was that it could make coffee aroma recognizable easily, protect the coffee quality, be opened and closed again easily, give the impression of premium quality, and have economical price. HOQ analysis generated priority in structural design elements in sequence, using a zipper, using a valve, using a packaging form such as a pouch, using aluminium foil as the inner, having the most desirable size, using outer surface of the material, and having the colour of the surface material. After modelling, it was concluded that the influential design elements in the determination of pouch type packaging structures were zipper, surface material, and size. This research succeeded in formulating decision tree to determine the structure of specialty coffee packaging with pouch type. The level of accuracy on testing model for the determination of packaging with pouch type was 100%. The conclusion of this research is that the valve element has no effect in determining pouch type packaging, but every pouch type chosen based on consumer preference analysis result must be equipped with valve.