Abstract
In order to improve product quality concerning of The Sanders Milk Donuts (as Small Medium Entreprise) accordance with consumer satisfaction and the winning of market competition, The Sanders has conducted research to determine the priority improvements based on consumers needs. The steps taken by the company in relation to this research include identifying the consumers product attributes performance levels and technical response components to be improved in terms of the basic components of technology and human labor. The data collected from 100 respondents and analize based on direct observation and brainstorming with Sanders Milk Donuts using the QFD (Quality Function Deployment) method. The results show that there are eight attributes of consumer needs that have been fulfilled by Sanders Milk and there are four technical response components that need to be improved from the technoware aspect and eight technical response components that need to be improved from the humanware aspect
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