<![CDATA[Soedirman Halal Canteen is a newly established canteen that originated from the Halal pilot canteen initiative of the Halal Center LPPM (Institute for Research and Community Service) located at Jenderal Soedirman University. The Soedirman Halal Canteen faces challenges in penetrating the market within the Jenderal Soedirman University environment. Consequently, it necessitates development to gain market acceptance. This study analyzes the development of Soedirman Halal Canteen's market penetration strategy. This study is divided into three stages: analyzing the attributes considered in selecting a canteen, analyzing the level of satisfaction and dissatisfaction of the attributes owned by Soedirman Halal Canteen, and analyzing the development priorities of the Halal Canteen attributes. Data was collected by distributing a questionnaire survey to 100 respondents who were consumers of Soedirman Halal Canteen. The resulting data were analyzed using descriptive analysis, quantitative analysis, category frequency distribution, Kano method, and quality improvement index analysis. There are 25 attributes in the selection of the canteen. Respondents were not yet satisfied with all these attributes, where 12 attributes were included in the must-be category, 8 attributes were classified as one-dimensional, and 4 attributes were included in attractive. The development priorities of Soedirman Halal Canteen are focused on three main attributes, namely: K1 (Service provided according to the promised time), K3 (Reliability and consistency in portion, taste, and quality of food and beverages), and DT2 (Fast and precise service).]]>
