Product Quality Analysis of Pia Edamame Using Quality Function Deployment Method (Analisis Mutu Produk Pia Edamame Menggunakan Metode Quality Function Deployment)

Abstract

Pia edamame attracts consumers as a typical food of Jember Regency. However, its development involves a high level of competition because of various types and quality of similar products with competitive prices. It then improves the opportunities for consumers in selecting the product according to their expectations to meet the satisfaction. Pia edamame of Said's Roti (SR), therefore, needs to develop its product to achieve high competitiveness as a typical food of Jember. This study aims to know the consumers attributes requirements and strategies to improve the competitive predominance of pia edamame SR. One of the methods used to assess and interpret consumer expectation is Quality Function Deployment (QFD). Application of QFD in this research, in the context of the process of quality improvement of pia edamame SR, provides various important information regarding consumer expectations and requirement. The results show that the goal values of attributes for consumer demand on packaging and flavor variant of pia edamame SR have not met the target, thus require improvement. Besides, the value of benchmarking was lower than its two competitors on the several technical responses. Hence, pia edamame SR requires a planning of competitive strategies by improving packaging and increasing the flavor variant.