<![CDATA[This study aims to develop a packaging design for SPHP BULOG rice at the Serang Branch Office based on consumer needs using the Quality Function Deployment (QFD) method through the House of Quality (HOQ) approach. The existing packaging has limitations in terms of design, practicality, product information, and visual appearance. Data were collected through observation, interviews, and questionnaires involving 60 respondents selected using accidental sampling. The identification of consumer needs resulted in 10 attributes that were translated into technical requirements using QFD. The questionnaire was validated with an r-table value of 0.2545, while the reliability test produced a Cronbach’s Alpha value of 0.850, indicating that the instrument was reliable. The HOQ analysis identified seven priority technical requirements, namely Food Grade Material with a Technical Importance Rating (TIR) of 450 and a relative weight of 29%, Ergonomic Design (Standing Pouch) with a TIR of 354.5 and 23%, Woven Polypropylene Material with a TIR of 327.3 and 21%, Packaging Printing Quality with a TIR of 218.2 and 14%, Packaging Weight with a TIR of 95.45 and 6%, Dimension Width with a TIR of 68.18 and 4%, and Dimension Length with a TIR of 54.55 and 3%. Based on these priorities, a 1 kg standing pouch packaging design measuring 20 cm × 30 cm was proposed using Food Grade, Woven Polypropylene (WPP), and Biaxially Oriented Polypropylene (BOPP) materials. The proposed packaging also includes a resealable zipper and more complete product information. The results indicate that QFD can effectively translate consumer needs into technical requirements and support the development of practical, informative, and consumer-oriented BULOG rice packaging.]]>
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