Green Tea Product Development: Integrating QFD with PLS-SEM, BMC, and AHP for Optimal Business Growth

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Published May 26, 2025
https://doi.org/10.55043/jaast.v9i2.378
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Vol. 9 No. 2 (2025): Journal of Applied Agricultural Science and Technology

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Azrifirwan Azrifirwan
Andalas University
Irma Ayu Sahanatul Husna
Andalas University
Sahadi Didi Ismanto
Andalas University

Abstract

Green tea offers numerous health benefits; however, its market sales remain relatively low. PT Mitra Kerinci, the producer of the Likicha brand green tea, reported that only 38% of its annual production was absorbed by the market. This situation underscores the need for a strategic development plan to enhance sales performance. Therefore, an integrated approach combining PLS-SEM, BMC, QFD, and AHP methods was employed to formulate a strategy to increase the sales volume of Likicha green tea. This study aimed to identify consumer preferences for green tea products to develop a product strategy that enhances market absorption. The findings of this study indicate that consumer purchase intentions for green tea are influenced by health benefits, product packaging attributes, and price. A business mapping of the green tea industry was conducted to obtain a comprehensive internal and external analysis. The QFD data analysis identified technical requirements and prioritized component needs for improving green tea production. These results were then used to formulate criteria and strategic alternatives aimed at increasing green tea sales volume. The results indicate that product quality holds the highest priority among the criteria, with a weight of 64.3%. Among the strategic alternatives, sourcing high-quality tea leaves and optimizing processing methods emerged as the top priority, with a weight of 26.2%.

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biographies

Azrifirwan Azrifirwan, Andalas University

Department of Agricultural Industry

Irma Ayu Sahanatul Husna, Andalas University

Department of Agricultural Industry

Sahadi Didi Ismanto, Andalas University

Department of Agricultural Industry

How to Cite
1.
Azrifirwan A, Husna IAS, Ismanto SD. Green Tea Product Development: Integrating QFD with PLS-SEM, BMC, and AHP for Optimal Business Growth. J. appl. agricultural sci. technol. [Internet]. 2025May26 [cited 2025Jul.4];9(2):255-7. Available from: https://www.jaast.org/index.php/jaast/article/view/378

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