PENINGKATAN BRAND IMAGE (CITRA MEREK) DALAM RANGKA PENGEMBANGAN PRODUK AGROINDUSTRI KERING KENTANG (Studi Kasus pada Kering Kentang “Kirana” di Kabupaten Tuban)

Abstract

This research purpose it is to analyze: (1) The expectations of consumers towards  agro-industry  brand  image;  (2)  Analyze  improvement  planning  of  brand image  in  order  to  development  of  agro-industry  keringkentangkiranaproducts.The method  used  in  this  study  is  a  instrument  variables  test,  descriptive  analysis  and qualitative analysis.Descriptive analysis aims to describe the facts, or population or certain areas  with factual and systematic. Analysis qualitative in this study is using Quality Function Deployment QFD, from stage 1 to stage 4. The result showed that: ( 1 ) Consumer expectations of the brand image attributes that need to be improved and become a first priority for repaired is legal, advertising, durability, packaging, and logo  design  with  a  value  of  0,10.  For  the  second  attributes  that  must  guarded  and maintained by the company is the price and the taste with the value 0,096, while the third priority is the aroma, texture, color and brand name  with a normal  weight of 0,077.  (  2  )  Planning  and  improvement  in  brand  image  in  order  to  development KeringKentangKirana,  performed  by  observing  the  production  plan  that  have  the highest  importance  weight  values  to  be  prioritized  and  addressed  by  CV  Putra Mandiri  Perkasa  within  development  of  KeringKentangKirana,  first  production planning  is  standardize  the  production  process  with  a  value  of  2,04,  raw  material selection with a value 1,796 , packaging design and logo with a value 1,755, and the latter is an extension of ads with a value 1,491.