Analysis of The Potential Packaging Solution for Madura Satay Based on Customer’s Preferences

Sales at micro, small, and medium-sized businesses (MSMEs) decreased during and after the COVID-19 pandemic. Madura satay, a street meal offered by MSMEs in Indonesia, has also experienced a drop in sales. This decline was caused by the packaging, which created concerns about the hygiene of Madura satay. One effort to aid MSMEs in selling satay is to create satay packaging that would continue to attract buyers. This study uses both qualitative and quantitative methods to design Madura satay packaging. The qualitative method was used to determine customers’ needs, while the quantitative method was used to analyze customer interest and contentment with current packaging. Satay packaging is designed using the Quality Function Deployment methodology. The new packaging innovation consists of a box made of thin cardboard coated in thin food-grade plastic. The packaging is intended to be easy to open and close, suitable for direct eating, and capable of storing satay condiments. Sales are likely to rise with the introduction of this new package.