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ITS » Paper and Presentation » Rekayasa Kualitas S2
Posted by aprill@is.its.ac.id at 30/09/2015 16:36:17  •  1575 Views


INTEGRASI QUALITY FUNCTION DEPLOYMENT QFD DAN CONJOINT ANALYSIS UNTUK MENGETAHUI PREFERENSI KONSUMEN

INTEGRATION OF QUALITY FUNCTION DEPLOYMENT QFD AND CONJOINT ANALYSIS TO DETERMINE CONSUMER PREFERENCES

Author :
IRAWATI, DESRINA YUSI ( 2512 201 006 )




ABSTRAK

QFD merupakan konsep yang masih mempunyai kekurangan terkait sulit membedakan antara beragam kebutuhan konsumen yang bertentangan sulit memenuhi kebutuhan konsumen yang berbeda kelompok atau segmen dan adanya kesenjangan konseptual antara konsumen dan perusahaan dalam tahap awal proses QFD. Untuk melengkapi kekurangan QFD diusulkan metode conjoint analysis. Keunggulan utama conjoint analysis mampu mendapatkan kombinasi desain yang optimal untuk produk atau jasa yang melekat pada preferensi konsumen. Kombinasi tersebut dinilai oleh responden sehingga diperoleh preferensi konsumen. Data preferensi konsumen disegmentasi serta diukur menggunakan cluster analysis dan conjoint analysis untuk kemudian digunakan sebagai input dalam menyusun House of Quality. Selanjutnya dilakukan proses perhitungan perceived value. Dengan integrasi QFD dan conjoint analysis dapat diketahui kebutuhan pasar dan preferensi konsumen meja kantor mengidentifikasi segmen konsumen meja kantor menentukan respon teknis dan mengestimasi harga penambahan atribut meja kantor melalui survei. Dengan demikian perusahaan dapat memperkirakan harga atas pengembangan produk meja kantor. Secara keseluruhan hasil kombinasi meja kantor terbaik berdasarkan preferensi konsumen meja kantor adalah dominan warna putih tidak membutuhkan penambahan fitur laci tidak perlu penambahan fitur pendukung ukuran meja 120x60x75 cm dan terdapat tumpuan kaki. Berdasarkan segmentasi preferensi terbentuk tiga klaster yaitu klaster warna klaster ukuran dan klaster ketersediaan laci. Untuk mencapai hal tersebut secara keseluruhan respon teknis tertinggi yang menjadi prioritas perusahaan untuk memenuhi kebutuhan konsumen adalah pembuatan lubang sambungan yang tepat karena technical response ini berkaitan dengan penyambungan atribut tumpuan kaki dan fitur pendukung. Berdasarkan hasil perceived value perusahaan dapat memperkirakan harga penambahan 1 laci berkisar Rp.1 - Rp.500.000 penambahan 2 laci adalah Rp. 800.000 Rp. 900.000 penambahan tumpuan kaki Rp. 50.000 Rp. 150.000 dan penambahan fitur pendukung Rp. 150.000-Rp. 250.000.


ABSTRACT

There are 3 limitations of QFD the difficulties in specifying the contradict consumers needs difficulties in fulfilling the need of costumer in different segment and the conceptual gap between consumers and companies in the early stages of QFD process. Those limitations can be minimized using conjoint analysis methods. The main advantage of using conjoint analysis is the abilities to obtain the optimal design combination of any product or service related to customer preference. The combinations will be rated by respondents to obtain customers preferences. Preferences data is segmented and assessed using cluster analysis and conjoint analysis to be the input of House of Quality so that the perceived value can will be further calculated. Some advantages of using QFD and conjoint analysis integration are Knowing the market need and preference of office table customers identifying the segment of office table customers deciding the technical response and estimating the added price of table office attribute trough the survey. Thus the company can perceive the price of office table development. In general the result of the best office table combination based on customer preference is white dominant without any drawer or any supporting feature the size of the table is 120x60x75 cm equipped with footstool. There are 3 clusters obtained based on the customer preferences color cluster size cluster and availability cluster. To achieve all of those clusters the highest technical response priority of the company to fulfill customers needs is the manufacture of proper spare connection. This technical response related with the connection of footstool and supporting feature attribute. Based on the perceived value result the perceived added price for 1 drawer is between Rp.1 - Rp.500.000 2 drawers added price is between 800.000 Rp.900.000 footstool added price is between Rp. 50.000 Rp. 150.000 and supporting feature added price is between 150.000-Rp. 250.000.



KeywordsQuality Function Deployment (QFD); conjoint analysis; segmentasi; dan perceived value
 
Subject:  fungsi kualitas penyebaran
Contributor
  1. Prof. Dr. Ir. MOSES L. SINGGIH, M.Sc., M.Reg.Sc.Ph.D.
  2. Dr. Ir. BAMBANG SYAIRUDIN, M.T.
Date Create: 30/09/2015
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-paper-25121150007964
Collection ID: 25121150007964
Call Number: RTI 658.562 Ira i


Source
Paper and Presentations, Industrial Engineering, RTI 658.562 Ira i, 2015

Coverage
ITS Community

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Copyright @2015 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




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ITS-paper-25121150007964-39057.pdf




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