Enhancing the quality of functional beverages: a Quality Function Deployment (QFD) Approach

Abstract

Generation Z is increasingly interested in consuming functional beverages. Functional beverages offer numerous health benefits, making them appealing for daily consumption. This study aims to identify the strategies for improving quality and developing products based on consumer needs and preferences. The respondents for this research were 35 Generation Z students in Solo Raya. The quality function deployment method was employed to analyze the research data. The study revealed 19 attributes that were valid and reliable based on the validity and reliability tests. Three key consumer needs and preferences were identified, including product safety through proper labeling; product quality that matches the price; and sealed packaging to ensure product safety, durability, and tightness. Five technical responses were proposed to meet these consumer needs and preferences: selecting natural and high-quality raw materials; applying the right production and processing methods; using transparent, sealed, handy, and attractive packaging; introducing product innovation; and including labels that provide information regarding the product’s benefits and safety on the packaging. Based on the House of Quality matrix, the priority strategy for improving the quality and development of functional beverages is to include labels providing information on the benefits and safety of functional beverage products on the packaging.