Pengembangan Produk Merchandise Di The Lodge Maribaya Kecamatan Lembang Kabupaten Bandung Barat Provinsi Jawa Barat

Abstract

Pengembangan produk Merchandise yang inovatif dan selaras dengan citra destinasi menjadi strategi penting dalam memperkuat branding The Lodge Maribaya sebagai wisata alam berkonsep “Escape to Nature.” Metode Quality Function Deployment (QFD) diterapkan dalam penelitian ini dengan membangun Matriks House Of Quality (HOQ) untuk menghubungkan Customer Requirements (CR) dengan Technical Requirements (TR). Teknik pengumpulan data dilakukan melalui observasi, wawancara dengan pihak pengelola, dan penyebaran kuesioner kepada 100 pengunjung. Hasil analisis menunjukkan bahwa atribut teknis dengan bobot prioritas tertinggi meliputi produk memiliki ikon/logo The Lodge (3.159), produk sebagai barang dekoratif khas (2.886), dan bahan ramah lingkungan (2.790). Berdasarkan hasil tersebut, dikembangkan dua desain produk Merchandise unggulan, yaitu: Memory Capsule, botol kaca berisi elemen alam sebagai suvenir emosional dan dekoratif; serta Aroma of Nature, lilin aromaterapi berbahan alami yang dikemas dengan sentuhan visual khas alam dan budaya lokal

Developing innovative Merchandise products aligned with destination identity plays a key role in strengthening The Lodge Maribaya’s branding as a nature-based tourism site promoting the concept of “Escape to Nature.”. The Quality Function Deployment (QFD) method was applied in this study by constructing a House Of Quality (HOQ) matrix to connect Customer Requirements (CR) with Technical Requirements (TR). Data were obtained through observation, interviews with management, and questionnaires distributed to 100 visitors. The analysis indicated that the highest-priority technical attributes included the use of The Lodge logo (3.159), function as a distinctive decorative item (2.886), and eco-friendly materials (2.790). Based on these findings, two recommended Merchandise product designs were developed: Memory Capsule, a glass bottle containing natural elements as an emotional and decorative suvenir; and Aroma of Nature, an aromatherapy candle made from natural ingredients and packaged with visual elements inspired by local nature and culture.