ANALYSIS OF CUSTOMER SATISFACTION AND DESIGN OF QUALITY IMPROVEMENT STRATEGIES FOR CRISPY EDAMAME USING QFD METHOD

Abstract

The rapid development of the crispy edamame industry and the fierce competition encourage Edamame Village to improve product quality and innovation. Product quality and innovation. This research aims to analyze customer satisfaction and design product quality improvement strategies using the Quality Function Deployment (QFD) method. Data was obtained through a survey of 60 respondents using an accidental sampling technique, interviews, direct observation, and literature study. Analysis was conducted through QFD Phase I and II, focusing on consumer needs and product technical priorities. Results The results showed that the main attributes influencing consumer satisfaction are crispness, flavor, and ease of obtaining the product. Priorities for improvements include frying time management, implementation of SOPs, temperature optimization, consistency of seasoning doses, and increased marketing. Temperature optimization, consistency of seasoning doses, and increased online marketing through various e-commerce platforms. Through various e-commerce platforms. This strategy is expected to improve the quality of edamame crispy products, meet consumer expectations, and strengthen the competitiveness of Kampung Edamame in the market. Strengthen Kampung Edamame's competitiveness in the healthy snacks market.