Quality Function Deployment Analysis on the Marketing of Traditional Fabric

The fierce competition in the marketing of traditional fabric products requires a research for product development and marketing improvement to accelerate the time-to-market of local products. Nowadays, the government has begun exploration to market traditional fabrics, but the result in product sales is not significant. This study aimed to analyze the traditional fabric marketing with by using the Quality Function Deployment (QFD) method.The sample studied was 100 respondents, namely consumers of traditional fabric products. The results of the analysis suggest a sequence of steps to improve MSME product marketing is by developing product designs routinely, developing product variations and innovations, taking part in national-level exhibitions, lowering prices according to the market, providing technical training to workers, improving company management capabilities, building good relations with government, design effective production processes, find investors, and follow the development of the banking business. The improvement steps are expected to be carried out optimally. The limitation of this research is that it does not implement the suggested improvements.