Application of Kansei Engineering and Analytic Hierarchy Process in Evaluating Design Elements of Traditional Nyonya Kebaya

Guo Chunli; Siti Rohaya Yahaya; Liu Mingquan; Zhang Ning

doi:10.21834/e-bpj.v9iSI23.6161

Authors

Guo Chunli School of Arts, Universiti Sains Malaysia, Penang, Malaysia
Siti Rohaya Yahaya
Liu Mingquan School of Arts, Universiti Sains Malaysia, Penang, Malaysia
Zhang Ning Nanchang Key Laboratory of Clothing Digital System Design, Jiangxi Institute of Fashion Technology, Nanchang, China

DOI:

https://doi.org/10.21834/e-bpj.v9iSI23.6161

Keywords:

Nyonya Kebaya, Analytic Hierarchy Process, Kansei Engineering, Design Elements

Abstract

This study utilised the Analytic Hierarchy Process (AHP) and Kansei Engineering to assess the design elements of traditional Nyonya Kebaya. Based on expert interviews and surveys, it identified four primary indicators—colour, pattern, structure, and technique—and 16 secondary indicators. AHP was used to determine the weights and assess consistency. Results indicated that colour and technique are the most influential, with weights of 0.347 and 0.266. The secondary indicators "Bright," "Exquisite," "Elegant," and "Slim" were found to impact consumer perception significantly.

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