ANALISIS KUALITAS PRODUK PADA SUSU GREENFIELDS PREMIUM FRESH JERSEY MILK DI PONTIANAK

Abstract

This study examines the product quality of Greenfields' Premium Fresh Jersey Milk in the context of the Indonesian dairy industry, aiming to understand its impact on consumer satisfaction and identify areas for improvement. The qualitative analysis utilizes descriptive research methods, including observation, interviews, and documentation, with a purposive sampling technique involving 10 informants. Overall, the study finds that the product quality indicators for Greenfields' Premium Fresh Jersey Milk are satisfactory, leading to levels of consumer satisfaction that meet or exceed expectations. However, there are areas for improvement, particularly regarding packaging size variants and product accessibility. The study suggests increasing the range of packaging sizes to better cater to diverse market needs. Additionally, enhancing the accessibility of the product through improved distribution channels, such as adding showcase facilities in outlets, can streamline the purchasing process and ensure compliance with standard product storage procedures. By addressing these areas for improvement, Greenfields can further enhance its competitiveness in the Indonesian dairy market and solidify its position as a leading dairy brand.