Abstract
The rapid development of the bag craft business has led to tighter competition. Companies must be able to produce products on the market. Facing business competition. The conditions that occurred in the Sabina collection business showed that in the sale of sling bag models in July 2019 there was still a decline of 12% of total sales. In developing a sling bag product, it is necessary to research the consumer's desire by using the engineering is a method as a bridge to the desires of consumers towards the desired product design, by defining consumer desires (images) identified through the words Kansei into product design. Then the conjoint analysis is used to get the value of the relationship between the design elements and Kansei word. The results of this study are from the Kansei word questionnaire obtained 7 pairs of Kansei words that represent the right words taking into account the products offered. The results of conjoint analysis based on categories that are closely related to each Kansei word are the design concepts of fabric, rectangular shape, medium size, and color variants.
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