Priority Identification for Improving Product Quality as Marketing Strategy
American Journal of Theoretical and Applied Business
Volume 4, Issue 2, June 2018, Pages: 37-43
Received: Feb. 13, 2018; Accepted: Apr. 8, 2018; Published: May 17, 2018
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Mugiono Mugiono, Department of Management, Economics and Business Faculty, Brawijaya University, Malang, Indonesia
Sirajuddin Omsa, Department of Accounting, State Polytechnic of Ujung Pandang, Makassar, Indonesia
Marjam Desma Rahadhini, Department of Management, Economic Faculty, Slamet Riyadi University, Surakarta, Indonesia
Nur Hilal, Department of Management, Panca Bhakti Institute of Economic Science, Palu, Indonesia
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This study aims to produce an outcome of a draft policy to improve the quality of fish nugget made by Melati Business Group (MBG) in Makassar City. By Implementing the suggested policy, it is expected not only can improve the quality of fish nuggets, but also may increase customer buying interest, as well as increase income and welfare of its members. The draft of policy regarding service quality improvement is made by PFI (Priorities for Improvement) analysis method, using gap analysis method to 10 (ten) product quality attributes that have been identified. In addition, mapping is done by using Cartesian diagram to determine the attributes position in each quadrant. Data collection is done by distributing questionnaires to customers in 7 (seven) regions who have consumed fish nuggets made by MBG. They are also interviewed and observed directly in their location. Those 7 regions are South Celebes, East Java, West Celebes, North Celebes, Central Celebes, Bali, and West Nusa Tenggara. The results show that the attributes that must be put in the high priority in regards to the product quality improvement are the expiration date, followed by the successive identity of the producer, the information about the product content, and the product coating materials.
Priorities for Improvement, Gap Analysis, Product Quality, Melati Business Group, Cartesian Diagram
To cite this article
Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal, Priority Identification for Improving Product Quality as Marketing Strategy, American Journal of Theoretical and Applied Business. Vol. 4, No. 2, 2018, pp. 37-43. doi: 10.11648/j.ajtab.20180402.11
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This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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