Faktor PSiKKIT: Pendorong inovasi pembungkusan dalam kalangan Industri Kecil dan Sederhana berasaskan perusahaan makanan (PSiKKIT factors: Drivers of packaging innovation among food companies within the Small and Medium Industries)

Mahani Amat, Suraiya Ishak

Abstract


Pembungkusan produk makanan memainkan peranan penting untuk menarik pengguna. Terdapat banyak produk berkualiti yang telah dihasilkan usahawan Industri Kecil dan Sederhana (IKS), tetapi, gagal masuk ke pasaran luar. Hal ini disebabkan oleh penampilan pembungkusan yang kurang menarik dan pembungkusan yang tidak mencapai piawaian yang ditetapkan. Selain itu, penggunaan bahan pembungkusan yang tidak tepat dan kaedah pembungkusan yang tidak efektif mengurangkan jangka hayat produk. Oleh itu, penting bagi usahawan IKS untuk mempunyai ciri pembungkusan yang berinovatif bagi meningkatkan jualan dan jangka hayat produk.  Keupayaan inovasi pembungkusan dijangka didorong oleh faktor PSiKKIT iaitu pengetahuan, sikap, kesedaran, kewangan, jaringan institusi dan teknologi. Fokus kajian ini adalah menganalisis kajian literatur yang lalu mengenai faktor-faktor PSiKKIT yang mendorong usahawan untuk menghasilkan pembungkusan yang berinovasi. Dapatan kajian mendapati, faktor PSiKKIT boleh mendorong usahawan IKS untuk lebih kreatif dan berinovasi di dalam pembungkusan makanan. Pengaruh PSiKKIT adalah sejajar dengan aplikasi hujah teori Tingkah laku dirancang (TPB) bagi meramalkan tingkah laku yang disengajakan. Tingkah laku boleh dirancang dengan beranggapan bahawa perilaku manusia berlaku dalam keadaan yang sedar dan mempertimbangkan segala informasi yang tersedia. Oleh itu, dapat disimpulkan bahawa faktor PSiKKIT boleh dijadikan sebagai alat untuk memotivasikan usahawan IKS menghasilkan pembungkusan produk yang berinovatif bagi meningkatkan prestasi pasaran dengan lebih strategik. Selain itu, maklumat yang diperoleh daripada kesusasteraan telah meningkatkan pemahaman dengan lebih mendalam mengenai bagaimana TPB dapat diintegrasikan dalam bidang pemasaran.

Kata kunci: amalan, inovasi, pembungkusan, pengetahuan, teori Tingkah Laku Dirancang (TPB), usahawan IKS

 

Food product packaging plays a pivotal role in attracting the customers.  There are many quality products produced by Small and Medium Industry (SMI) entrepreneurs which had failed to penetrate the market.  The situation is due to the unattractive packaging appearance and does not meet packaging standards.  Moreover, the use of imprecise packaging materials and ineffective packaging methods may have shorten the lifespan of the products.  Therefore, it is important for SMI entrepreneurs to embark on innovative packaging features in order to increase their sales and products’ life span.  Entrepreneurs’ innovative capability normally can be assumed to be driven by PSiKKIT factors, which comprise of the knowledge, attitudes, awareness, financial, institutional networking and technology.  The focus of this study is to analyze previous literatures pertaining to the PSiKKIT factors which had drived entrepreneurs towards innovative packaging.  The finding in the present study indicates that PSiKKIT factors can motivate SMI’s entrepreneurs to be more creative and innovative in food packaging.  The PSiKKIT factors are parallel with the application of Theory of Planned Behavior (TPB) argument that used to deliberate the act of intended human behaviors.  The behaviors can be planned assuming all human behaviors occurred consciously and by considering available information.  Thus, in can be conclude that the PKiKKIT factors can be a necessary tools that can motivate the SMI’s entrepreneurs to create their product packaging innovatively that would strategically improve their market performance.  Moreover, the information gathered from the literature has improve our basal understanding on how TPB can be integrated in the marketing field.   

Keywords: practice, innovation, packaging, knowledge, Theory of Planned Behavior (TPB),  SME entrepreneurs

 


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