STRATEGI DESAIN PRODUK DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA TOKO MEBEL SEDERHANA

Abstract

Product quality and design are two strategies used to win the competition, particularly in the furniture industry. An industry (furniture) is an industry that processes raw materials or semi-finished materials, rattan, and other natural materials into finished goods that can be called furniture, which has high added value and benefits. The method of data collection involves using interviews and observations on simple furniture. The strategic planning method uses the SWOT method to determine the strengths, weaknesses, opportunities, and threats in the furniture business. This analysis involves determining the specific goals of the furniture business and identifying the supporting and non-supporting internal and external factors to achieve that goal. In terms of strength and opportunities, it is clear that the furniture business can still thrive with the amount of cleared land to be used as housing. In terms of weaknesses (weaknesses) and threats (threats), i.e., the number of businesses engaged in the same field and the increasing difficulties of accessing raw materials, The results of the analysis and evaluation in this study found that product quality and design had a positive effect on Simple Furniture's ability to establish and maintain cooperation with loyal consumers.