Implementation of the K-Means Genetic Algorithm to Determine the Design Concept for Toast Bread Packaging by Kansei Engineering

Indonesian's bread sales in 2021 became the highest in Southeast Asia, reaching USD 18.7 billion and continuing to increase until 2023. This condition is an opportunity factor for the development of processed bread businesses such as toast which is growing rapidly in Indonesia. However, the packaging used by toast products currently still has many shortcomings so it is necessary to make improvements according to the needs and emotions of consumers through the development of Kansei Engineering. Packaging with a clear concept can facilitate the packaging development process. The stage of determining the packaging concept is an important thing that must be done. The purpose of this research is to determine the concept of packaging design quantitatively based on consumer emotions. The appropriate method used to identify consumer emotions is Kansei Engineering supported by the K-Means method optimized by Genetic Algorithm to determine design concepts. The result of the concept obtained is “practical-unique” because it has a greater range than the second cluster. The resulting concept will serve as guidance in carrying out the next process, namely the determination of packaging design elements in the packaging development process.