KUALITAS PRODUK DAN LAYANAN DALAM UPAYA MENINGKATKAN DAYA SAING BISNIS (STUDI KASUS SEMARA COFFEE DI BSD TANGERANG SELATAN)

Abstract

ABSTRACT : The performance of the domestic coffee processing industry is experiencing an increase driven by the growth of middle class and lifestyle changes. Coffee Shop is one of the growing business of coffee processing industry, so that the coffee shop becomes a very competitive business if it is in crowded locations. On the other side of the coffee shop should provide quality products and services based on the needs and wishes of consumers to create satisfaction. The research aims to determine the quality attributes that should be prioritized, knowing the necessary technical needs, and know the repair attribute that Semara Coffee must do. The basic method of research is the descriptive method of analysis. Location retrieval methods are performed purposive in South Tangerang and sampling with accidental sampling techniques. The data analysis used is the House of Quality (HOQ) matrix. The results showed that the absolute weight calculations resulted in a quality attribute that should be prioritized based on consumer requirements Semara Coffee is the taste, the arrangement of space, as well as hospitality, politeness, and barista appearance, technical requirement are financial. Keywords: Coffee Shop, quality products and services, business competitiveness, matrix House of Quality (HOQ)