Product Development Analysis of a Bread Business Using the Quality Function Deployment (QFD) Method (Case Study: GRS Roti Business in Anggoeya Village, Poasia District, Kendari City)

This study aims to: (1) analyze the production process of GRS Bread, and (2) identify product development strategies using the Quality Function Deployment (QFD) method in the GRS Bread business located in Rahandouna Village, Poasia District, Kendari City. Data were collected through observations, questionnaires, interviews, and literature review. The results indicate that the product attributes most prioritized by consumers in product development are, respectively, the inclusion of a PIRT number (11.75%), expiration date information (11.48%), MUI certification and halal label (10.80%), nutritional information on the packaging (8.62%), appealing bread aroma (7.17%), savory taste (7.08%), attractive packaging design (7.04%), soft and chewy texture (6.92%), product variety (6.32%), availability of promotional media (6.15%), price-quality conformity (5.73%), product accessibility (5.50%), and special pricing for bulk purchases (5.45%). Furthermore, seven technical responses from business actors were identified to support product development, including the inclusion of information on packaging, improvement of packaging processes, production process monitoring, dough mixing and molding, provision of promotional media, enhancement of the baking process, and monitoring of raw material supply. These findings highlight that the application of QFD can serve as an effective strategy for small and medium enterprises (SMEs) to improve product quality, meet consumer needs, and strengthen competitiveness in the local market.