Strategic Approaches To Enhancing Consumer Satisfaction For Dupa Jepun Emas Kaori

Abstract

This study aims to identify key consumer attributes, measure levels of importance and satisfaction, and formulate quality improvement strategies for Dupa Jepun Emas Kaori. Using the Quality Function Deployment (QFD) method, an analysis of six primary attributes fragrance, burning duration, shape, texture, color, and smoke levels was conducted to transform consumer needs into measurable technical production parameters. Despite a 40.2% decline in sales by the end of 2024, the results indicate that the product maintains a competitive advantage over competitors. Fragrance was identified as the attribute with the highest importance level (4.60); however, based on the House of Quality matrix, the primary improvement priority is focused on smoke levels with a ratio of 1.22. Quality enhancement strategies are recommended through the strengthening of all production stages and the development of product variants to support Graha Kaori Group's market position.