<![CDATA[PT. Indoroti Prima Cemerlang Bali Branch is a company engaged in the bakery industry. The bread produced consists of 2 types, namely white bread and sweet bread. Thicker slices of white bread is one of the products of PT Indoroti Prima Cemerlang Bali Branch which is the focus of increasing sales because it has not reached the target. This study aims to determine the attributes of thicker white bread that can satisfy consumer needs and provide solutions for improvement. Sampling was done by accidental sampling method and data collection was done by distributing questionnaires directly to respondents and observation. The analysis was carried out using the quality function deployment (QFD) method. The results obtained in this study are that there are 8 attributes that are considered very important by consumers, namely expiration, food safety, texture, price, taste, standard shape, color and aroma. The highest satisfaction value for the expiration date attribute (5.00) and the lowest for the texture attribute (4.29). The strategy to improve product quality is to prioritize improvements to the attributes of texture, taste, standard shape, color, and aroma. Priority for improving technical parameters are combustion, raw material preparation and mixing-2.]]>
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