Implementasi House of Quality Berbasis Community Based Marketing Dalam Pengembangan Produk Kopi CV Laduti

Abstract

Similar preference that a group of customers shares encourages the creation of a community and thus becomes a platform of interaction. Assessing this potential, community-based marketing strategies (CBM) emerge in order to manage a community to become more effective. This study aims to analyze the characteristiCukup sering of the homebrewing consumer community, the combination of atributes that consumers demand, and develop strategies for CV Laduti. The research was conducted from April 2022 to June 2023 in Bogor City with 35 responden who met the requiremen. By using the validity test, reliability test, and the House of Quality matrix, this study resulted in the output of the 4C strategy, namely the aspecTidak Sering of co-creation, currency, communicative activation, and conservation, as well as prototypes for product packaging.