Perbaikan Desain Kemasan Produk Bolu Jahe Oleh - Oleh Khas Ponorogo Menggunakan Metode Quality Function Deployment (QFD) (Studi Kasus di Anugrah Cake)

Abstract

Anugrah Cake’s Ginger Cake is one of Ponorogo’s signature food products with the potential to be developed as a souvenir item. However, the current packaging has several shortcomings, including a simple visual appearance, incomplete product information, and packaging materials that do not provide optimal protection for the product. These issues prevent the packaging from effectively conveying the product’s appeal and establishing a strong brand identity for consumers. This study aims to identify consumer needs regarding the packaging design of Anugrah Ginger Cake and to develop a new packaging design based on consumer priority needs using the Quality Function Deployment (QFD) method. The research method involved data collection through interviews and the distribution of questionnaires to 60 respondents. Data processing involved validity and reliability tests, analysis of consumer importance levels, the creation of a House of Quality (HOQ) matrix, and the prioritization of technical responses. The results showed that the priority attributes for packaging design improvements included packaging dimensions, font type and size, color variations, packaging material type, label completeness, packaging material thickness, packaging shape, product images, and logo dimensions. The new packaging design, which has been approved by the SME, uses primary packaging made of polypropylene (PP) plastic measuring 9 × 9 cm and secondary packaging made of ivory paper measuring 22.5 × 14.5 × 6 cm. The new design features a combination of cream, black, and red colors, a product image, an illustration of ginger, elements characteristic of Ponorogo, and more comprehensive product information.