Development of Matcha-Based Beverage Product Packaging Based on Consumer Needs Attributes using Quality Function Deployment Method

Abstract One of the products that is currently popular is matcha. Seeing the positive trend of matcha, PT Pagilaran production unit Samigaluh, Kulon Progo, Yogyakarta tries to produce matcha. The development of matcha certainly needs to be supported by designing packaging that was appropriate with consumer desires. Packaging is one of the important aspects of beverage products, so the development of packaging design is very important to meet customer needs and increase company profits. This study aims to determine the priority of packaging quality attributes, to design product packaging according to consumer desires. In this study, Quality Function Deployment (QFD) method was used to design and develop product packaging of matcha. The QFD is used to determine packaging attributes that can satisfy customers and make into design so that the application of QFD can reduce the long cycle in packaging development, and at the same time can improve product quality and marketing. In this study, product packaging concept was produced based on the quality attributes in accordance with consumer desires. There are 10 attributes of consumer needs and 7 technical needs. The selected packaging concept is a sliding box using ivory paper as secondary packaging, and sachet from aluminium foil, polietilen film, and lithopaper foodgrade as the primary packaging. The results of water vapor transmission rate test is 0.0902 gH 2 O/kPa.day.m 2 and tensile strength value of packaging is 34.9126 MPa.