American Journal of Theoretical and Applied Business 2018; 4(2): 37-43 http://www.sciencepublishinggroup.com/j/ajtab doi: 10.11648/j.ajtab.20180402.11 ISSN: 2469-7834 (Print); ISSN: 2469-7842 (Online) Priority Identification for Improving Product Quality as Marketing Strategy Mugiono Mugiono 1 , Sirajuddin Omsa 2, * , Marjam Desma Rahadhini 3 , Nur Hilal 4 1 Department of Management, Economics and Business Faculty, Brawijaya University, Malang, Indonesia 2 Department of Accounting, State Polytechnic of Ujung Pandang, Makassar, Indonesia 3 Department of Management, Economic Faculty, Slamet Riyadi University, Surakarta, Indonesia 4 Department of Management, Panca Bhakti Institute of Economic Science, Palu, Indonesia Email address: * Corresponding author To cite this article: Mugiono Mugiono, Sirajuddin Omsa, Marjam Desma Rahadhini, Nur Hilal. Priority Identification for Improving Product Quality as Marketing Strategy. American Journal of Theoretical and Applied Business. Vol. 4, No. 2, 2018, pp. 37-43. doi: 10.11648/j.ajtab.20180402.11 Received: February 13, 2018; Accepted: April 8, 2018; Published: May 17, 2018 Abstract: This study aims to produce an outcome of a draft policy to improve the quality of fish nugget made by Melati Business Group (MBG) in Makassar City. By Implementing the suggested policy, it is expected not only can improve the quality of fish nuggets, but also may increase customer buying interest, as well as increase income and welfare of its members. The draft of policy regarding service quality improvement is made by PFI (Priorities for Improvement) analysis method, using gap analysis method to 10 (ten) product quality attributes that have been identified. In addition, mapping is done by using Cartesian diagram to determine the attributes position in each quadrant. Data collection is done by distributing questionnaires to customers in 7 (seven) regions who have consumed fish nuggets made by MBG. They are also interviewed and observed directly in their location. Those 7 regions are South Celebes, East Java, West Celebes, North Celebes, Central Celebes, Bali, and West Nusa Tenggara. The results show that the attributes that must be put in the high priority in regards to the product quality improvement are the expiration date, followed by the successive identity of the producer, the information about the product content, and the product coating materials. Keywords: Priorities for Improvement, Gap Analysis, Product Quality, Melati Business Group, Cartesian Diagram 1. Introduction Agroindustry is a field that has an important role in increasing the national income of Indonesia. Indonesia is a country that has abundant natural resources so that its utilization should get its own priority in development activities. The raw materials of agroindustry in the form of food crops and non-food products, fishery products, livestock and plantation are important capital to develop this country into a country that has sovereignty and food security, and has the power to compete in the business world. Food is the most essential basic need for human beings. Therefore, the 1945 Constitution has mandated that the State shall exercise food sovereignty (people's right to food) and strive for the fulfillment of food needs for the population. In the Law No. 18 of 2012 on food chapter IV article 12 section 4, mentioned that the implementation of food aims to improve welfare for farmers, fishermen, fish farmers, and food business. To achieve these objectives, the industry in the field of food becomes a priority in development. One of the important food in agroindustry is fish. Fishery products have advantages over other animal products because they contain high levels of protein, are easily digested, and contain unsaturated fats with very low cholesterol levels needed by the human body. Consequently, fish-based agroindustry needs to be developed, either in micro, small, medium, and large scale, whereas the application of research and technology results in the utilization of fishery resources can be expected to increase the added value of fishery products.