Quality Control of Strawberry Fresh Products on Consumer Satisfaction (Case Study in Lumbung Stroberi Agrotourism Kota Batu Indonesia). Novi Haryati
Department of Agricultural Socio Economics, Faculty of agriculture, Universitas Brawijaya
Veteran street Malang, Ketawanggede, Lowokwaru District, Malang City , East Java 65145
*noviharyati[at]ub.ac.id
Abstract
Lumbung Strawberry Agrotourism, owned by Bumdes Raharjo Batu, has been organizing strawberry picking activities since 2019. Through partnerships with farmers, this venture has not only generated income but also created job opportunities for the younger generation. However, the COVID-19 pandemic has presented several challenges, including a decline in revenue, operational limitations, and most notably, shifts in consumer behavior.
Hence, the objective of this research is to evaluate how product quality control influences customer satisfaction, as well as to analyze customer contentment with the product. The primary methodology employed is causal diagrams via Quality Function Deployment (QFD), with the analytical tool being the House Of Quality (HOQ).
The quality control process at Lumbung Strawberry revolves around selecting high-quality fruit. Factors leading to damage emerge during various production stages, extending from cultivation to packaging. Factors like price, marketing, and the environment can contribute to potential strawberry damage.
According to consumer expectations, attributes that require enhancement encompass brand recognition, company reputation, texture, color, pricing, taste, legal compliance, nutritional information, cleanliness, shelf life, expiration date, and packaging materials. After weighing these attributes, it becomes evident that sensory experience holds the highest weight, with a score of 4.70. Meanwhile, legality carries the highest normalized weight value of 0.14. The cost of Harvest Queen strawberries ranges between 25,000 to 30,000 rupiah, with a shelf life of approximately one week.
