Priority Identification for Improving Product Quality as Marketing Strategy

Mugiono Mugiono; Sirajuddin Omsa; Marjam Desma Rahadhini; Nur Hilal

doi:doi:10.11648/j.ajtab.20180402.11

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Priority Identification for Improving Product Quality as Marketing Strategy

Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal

Published in American Journal of Theoretical and Applied Business (Volume 4, Issue 2)

Received: 13 February 2018 Accepted: 8 April 2018 Published: 17 May 2018

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Abstract

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.

Published in	American Journal of Theoretical and Applied Business (Volume 4, Issue 2)
DOI	10.11648/j.ajtab.20180402.11
Page(s)	37-43
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Priorities for Improvement, Gap Analysis, Product Quality, Melati Business Group, Cartesian Diagram

References

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[4]	Yayu Meiniza Z., and Tjare A. Tjambolang. 2017. Identifying Product Quality Improvement Priority (Study Case in Women Group of Fishery “Fatimah Azzahra” Pattingaloang District, Makassar City, Indonesia.
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[6]	Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., and Khaksar, S. M. S. 2011. Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science. Vol. 1, No. 7 (Special Issue-June 2011), pp. 253-260.
[7]	Saleem, A., Ghafar, A., Yousuf, M. I. M., and Ahmed, N. 2015. Product Perceived Quality and Purchase Intention with Consumer Satisfaction. Global Journal of Management and Business Research: E-Marketing. Vol. 15, Issue 1 Version 1. 0, 2015.
[8]	Jakfar, S., Sze Na, A. G., Johari, A., and Myint, K. T. 2012. Examining the Product Quality Attributes That Influences Customer Satisfaction Most When the Price Was Discounted: A Case Study in Kuching Sarawak. International Journal of Business and Social Science. Vol. 3, No. 23, December 2012, pp. 221-236.
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APA Style

Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal. (2018). Priority Identification for Improving Product Quality as Marketing Strategy. American Journal of Theoretical and Applied Business, 4(2), 37-43. https://doi.org/10.11648/j.ajtab.20180402.11

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ACS Style

Mugiono Mugiono; Sirajuddin Omsa; Marjam Desma Rahadhini; Nur Hilal. Priority Identification for Improving Product Quality as Marketing Strategy. Am. J. Theor. Appl. Bus. 2018, 4(2), 37-43. doi: 10.11648/j.ajtab.20180402.11

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AMA Style

Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal. Priority Identification for Improving Product Quality as Marketing Strategy. Am J Theor Appl Bus. 2018;4(2):37-43. doi: 10.11648/j.ajtab.20180402.11

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@article{10.11648/j.ajtab.20180402.11,
  author = {Mugiono Mugiono and Sirajuddin Omsa and Marjam Desma Rahadhini and Nur Hilal},
  title = {Priority Identification for Improving Product Quality as Marketing Strategy},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {4},
  number = {2},
  pages = {37-43},
  doi = {10.11648/j.ajtab.20180402.11},
  url = {https://doi.org/10.11648/j.ajtab.20180402.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20180402.11},
  abstract = {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.},
 year = {2018}
}

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TY  - JOUR
T1  - Priority Identification for Improving Product Quality as Marketing Strategy
AU  - Mugiono Mugiono
AU  - Sirajuddin Omsa
AU  - Marjam Desma Rahadhini
AU  - Nur Hilal
Y1  - 2018/05/17
PY  - 2018
N1  - https://doi.org/10.11648/j.ajtab.20180402.11
DO  - 10.11648/j.ajtab.20180402.11
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 37
EP  - 43
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20180402.11
AB  - 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.
VL  - 4
IS  - 2
ER  -

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Author Information

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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APA Style

Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal. (2018). Priority Identification for Improving Product Quality as Marketing Strategy. American Journal of Theoretical and Applied Business, 4(2), 37-43. https://doi.org/10.11648/j.ajtab.20180402.11

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ACS Style

Mugiono Mugiono; Sirajuddin Omsa; Marjam Desma Rahadhini; Nur Hilal. Priority Identification for Improving Product Quality as Marketing Strategy. Am. J. Theor. Appl. Bus. 2018, 4(2), 37-43. doi: 10.11648/j.ajtab.20180402.11

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AMA Style

Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal. Priority Identification for Improving Product Quality as Marketing Strategy. Am J Theor Appl Bus. 2018;4(2):37-43. doi: 10.11648/j.ajtab.20180402.11

Copy | Download

@article{10.11648/j.ajtab.20180402.11,
  author = {Mugiono Mugiono and Sirajuddin Omsa and Marjam Desma Rahadhini and Nur Hilal},
  title = {Priority Identification for Improving Product Quality as Marketing Strategy},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {4},
  number = {2},
  pages = {37-43},
  doi = {10.11648/j.ajtab.20180402.11},
  url = {https://doi.org/10.11648/j.ajtab.20180402.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20180402.11},
  abstract = {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.},
 year = {2018}
}

Copy | Download

TY  - JOUR
T1  - Priority Identification for Improving Product Quality as Marketing Strategy
AU  - Mugiono Mugiono
AU  - Sirajuddin Omsa
AU  - Marjam Desma Rahadhini
AU  - Nur Hilal
Y1  - 2018/05/17
PY  - 2018
N1  - https://doi.org/10.11648/j.ajtab.20180402.11
DO  - 10.11648/j.ajtab.20180402.11
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 37
EP  - 43
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20180402.11
AB  - 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.
VL  - 4
IS  - 2
ER  -

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