Vol 8, No 2 (2017) > Industrial Engineering >

Realizing the Indonesian National Car: The Design of the 4x2 Wheel Drive Passenger Car Exterior using the Kansei Engineering Type 1

Thedy Yogasara, Joshua Valentino



As the imbalance of
automotive market competition continues, the domination of foreign industries
demands a proper attention from Indonesia’s automobile manufacturers. Efforts in creating a national car design that is
emotionally attached
to Indonesia’s automotive market, will be
able to meet the challenge appropriately, in part by using the
Kansei Engineering Type 1: Category Classification method. Identified through literature
studies and interviews, there are 164 Kansei words that represent the exterior designs of a 4×2-wheel drive passenger car. The Kansei words were categorized
into 12 groups using an affinity diagram and then arranged into a five-level
semantic differential scale for product samples assessment. Results were
further processed using factor analysis, leaving nine groups remaining. A collaborative design process with a product
designer resulted in an exterior design of a hatchback
car with four doors. Scores from the evaluation on Kansei word groups
“satisfying”, “luxurious”, “sporty”, “aesthetic”, “innovative”,
“mobile/flexible”, “complicated/complex”, “credible”, and “masculine” indicate
that the car exterior design meets users’ emotional needs.

Keywords: Automobile design; Emotional design; Ergonomics; Factor analysis; Kansei Engineering

Full PDF Download


Aszhari, A., 2016. Kontribusi untuk Negeri 2016: Mobil Esemka Agustus Produksi. Available online at: http://otomotifnet.com/Mobil/Umum/Kun-2016-Mobil-Esemka-Agustus-Produksi [in Bahasa]

Badan Pusat Statistik, 2014. Statistik Transportasi Darat. Available online at: http://www.bps.go.id/index.php/publikasi/1124 [in Bahasa]

Bloor, M., Frankland, J., Thomas, M., Robson, K., 2001. Focus Groups in Social Research. Wiltshire: The Cromwell Press, Ltd

Dale, C.D., 2001. Indonesia’s National Car Project Revisited. Asian Survey, Volume 41(4), pp. 629-645

Deny, S., 2016. Sebelum Masuk Pasar, Mobil Esemka Harus Lolos Uji Kemenhub. Available online at: http://bisnis.liputan6.com/read/2551600/sebelum-masuk-pasar-mobil-esemka-harus-lolos-uji-kemenhub [in Bahasa]

Desmet, P.M.A., 2002. Designing Emotions. PhD Thesis. Delft: Delft University of Technology

Desmet, P.M.A., Hekkert, P., 2002. The Basis of Product Emotions. In: W. Green and P. Jordan (Eds.), Pleasure with Products: Beyond Usability, pp. 60-68, London: Taylor & Francis

Fujita, K., Hill, R.C., 1997. Auto Industrialization in Southeast Asia: National Strategies and Local Development. ASEAN Economic Bulletin, Volume 13(3), pp. 312-332

GAIKINDO, 2015. Produksi Januari-Desember 2015. Available online at: http://www.gaikindo.or.id/ [in Bahasa]

Hair, J.F. Jr., Black, W.C., Babin, B.J., Anderson, R.E., 2009. Multivariate Data Analysis, 7th ed. New Jersey: Pearson-Prentice Hall

Hawkins, D.I., Mothersbaugh, D.L., 2010. Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill/Irwin

Hilman, T., 2015. Perancangan Produk Jam Tangan Pria dengan Mempertimbangkan Faktor Emosi Konsumen Berdasarkan Konsep Kansei Engineering. Master Thesis. Bandung: Parahyangan Catholic University [in Bahasa]

Hoyle, D., 2001. ISO 9000 Quality Systems Handbook. Oxford: Butterworth-Heinemann

Jordan, P.W., 2000. Designing Pleasurable Products: An Introduction to the New Human Factors. London: Taylor & Francis.

Lokman, A.M., 2010. Design & Emotion: The Kansei Engineering Methodology. Malaysian Journal of Computing (MJOC), Volume 1(1), pp. 1-12

Macey, S., Wardle, G., 2008. H-POINT, The Fundamentals of Car Design & Packaging. California: Design Studio Press

Nagamachi, M., 2011. Kansei/Affective Engineering and History of Kansei/Affective Engineering in the World. In: M. Nagamachi (Ed.), Kansei/Affective Engineering, pp. 112, New York: CRC Press

Satriawan, Y., 2013. Menteri BUMN Uji Tucuxi, Mobil Sport Listrik Produksi Salam Negeri. Available online at: http://www.voaindonesia.com/a/menteri-bumn-uji-tucuxi-mobil-sport-listrik-produksi-dalam-negeri/1578204.html [in Bahasa]

Sutianto, F.D., 2016. Ini Daftar Mobil Listrik yang Pernah Dibuat Putra-Putri Indonesia. Available online at: https://finance.detik.com/industri/3166013/ini-daftar-mobil-listrik-yang-pernah-dibuat-putra-putri-indonesia [in Bahasa]

Theniko, E.M., 2009. Perancangan Strategi Perusahaan Jasa yang Berorientasi pada Keinginan dan Kebutuhan Konsumen dengan Menggunakan Integrasi Metode Kansei Engineering, Quality Function Deployment, dan Hoshin Kanri: Studi Kasus di Fitness First Platinum Health Club Grand Indonesia. Master Thesis, Bandung: Parahyangan Catholic University [in Bahasa]

Ulul, H., 2015. Kasus Mobil Listrik: Begini Lika-Liku Tucuxi, Selo, and Gendhis Impian Dahlan Iskan. Available online at: http://www.solopos.com/2015/06/27/kasus-mobil-listrik-begini-lika-liku-tucuxi-selo-dan-gendhis-impian-dahlan-iskan-618253 [in Bahasa]