<![CDATA[Competition in the café industry encourages businesses to develop coffee products that are aligned with customer needs and preferences. This study aims to design and develop a coffee product at Sudut Kota Coffee and Space by identifying customer requirements, determining improvement priorities, and selecting the most appropriate product concept. The study employed the Quality Function Deployment (QFD) method through the development of a House of Quality (HoQ). Data were collected from 40 consumers using a Likert scale to assess the importance and satisfaction levels of eight customer requirement attributes. The results of the planning matrix showed that attractive packaging design was the highest-priority customer requirement, with a Normalized Raw Weight (NRW) of 0.173, followed by coffee flavor variation at 0.170 and affordable price at 0.163. The technical response analysis identified coffee type as the highest-priority technical characteristic, with a Normalized Contribution of 0.321, followed by packaging shape at 0.201 and packaging color at 0.114. Concept selection further indicated that Concept II was the preferred alternative, achieving a score of 3.28 compared with 3.00 for Concept IV. The selected concept integrates Arabica coffee, a brown stand-up pouch, brown roasting, 500-g packaging, color-based bean sorting, and fine grinding. These findings indicate that QFD can provide a systematic basis for translating customer needs into measurable technical specifications and a targeted coffee product design. ]]>
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