The Strategy of Product Quality Improvement on Small Business Coffee Sales Performance
- 10.2991/icracos-19.2020.16How to use a DOI?
- Product Quality Improvement, Sales Performance, Small Business, Coffee, PDCA
Product quality is considered significant in improving sales performance. East Java is the second largest coffee producing province in Indonesia after Sumatra. Most are small businesses coffee farmers who are able to produce quite good quality coffee although on a small scale. However, the product quality of small businesses is still unable to compete with the larger coffee industry. The constraints faced by small coffee businesses in East Java are the lack of knowledge about marketing management, especially about building product quality so that it is attractive to be widely marketed and increasing sales performance. This research is a qualitative study conducted on coffee farming groups in East Java with samples of coffee farmers in Pasuruan, East Java. This study aims to find the right strategy to improve product quality to increase sales performance. This study has implemented the PDCA cycle method (Plan, Do, Check, and Action) in which, focus group discussions (FGD) were carried out in the process. The results showed that after the implementation of the PDCA method, it was known that the improvement in the production process could improve product quality, thus increasing the sales performance by 15 percent. Keywords—Product Quality Improvement, Sales Performance, Small Business, Coffee, PDCA
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Musdholifah Musdholifah AU - Ulil Hartono AU - Harti Harti PY - 2020/01 DA - 2020/01 TI - The Strategy of Product Quality Improvement on Small Business Coffee Sales Performance BT - Proceedings of the International Conference on Research and Academic Community Services (ICRACOS 2019) PB - Atlantis Press SP - 81 EP - 84 SN - 2352-5398 UR - https://doi.org/10.2991/icracos-19.2020.16 DO - 10.2991/icracos-19.2020.16 ID - Musdholifah2020/01 ER -