International Seminar on Promoting Local Resources for Food and Health, 12-13 October, 2015, Bengkulu, Indonesia Proceeding ISEPROLOCAL. ISBN: 9786029071184 | 81 Quality Evaluation of Baytat Cake for Customer Satisfaction Evanila Silvia, Yessy Rosalina and Okky Zikrullah Department of Agricultural Technology, Faculty of Agriculture, University of Bengkulu Email: evanila_silvia@yahoo.com ABSTRACT Baytat cake is a traditional food of Bengkulu, resembles a pineapple pie. These products were produced by small and medium industries in Bengkulu. Various and low of quality product is still a common problem faced by producers. Evaluation of quality is required to improve product quality in order to achieve customer satisfaction. This study aimed to identification the importance of customers‟ voices and technical processes for baytat cake, to compare satisfaction of customer for baytat cake XYZ with competitor and to provide recommendation to improve quality baytat cake based on customers‟ voices. One of the tools used to solve the problem is Quality Function Deployment (QFD). In this study interviewed fifty respondents (customer, producers, workers, processing operators and traditional food researchers. The result showed that the level of importance of customers‟ voices about baytat cake based on 7 quality attributes, the taste of cake is the primary attribute for customer to satisfy them, followed by the taste of jam, texture of cake, price, aroma of cake, practicability of packaging, protection packaging for product and aesthetics of packaging. The importance level of technical processes that influence customers‟ voice of product quality are the process of baking, the process of mixing, the cooking of coconut milk, the process of giving jam and the cooling of coconut milk process. In term of product performance, based on product comparison analysis, we found that the customers much more satisfied with baytat produced by XYZ Baytat producer than the others producer. The recommendations to support quality improve of baytat cake are on the price and packaging attributes. Key words :baytat cake, QFD, improvement quality, customers‟satisfaction INTRODUCTION Baytat cake is one of the traditional foods that are popular in Bengkulu city. Many small and medium industries produce baytat cakes and that caused tight competition among the baytat cake industries. To overcome competition in business, each industry must be able to define customer satisfaction, not only in the matter of price but also need for improving the quality products. Hidayat (2009) described that the quality of products not only can affect customer satisfaction but can indirectly affect customer loyalty. Therefore, producers must be concern onquality product thus;customers do not switch to competitor's products. Kotler (2000) in Eliyanora et al. (2010), Kuo and Chen (2011) and Winarto et al. (2012) described that in order to achieve customer satisfaction, it is important to be able to understand expectations and customers‟voices. Customer satisfaction will be achieve if the customer perceives the product in line with expectations or exceed customer expectations. Purnomo (2003), Marimin (2004) and Suryaningrat (2013) explained that Quality Function Deployment (QFD) is a systematic method for planning and evaluating customers‟voicesto definecustomers‟ satisfaction. It can help to transform customers voice into design quality into subsystem and component parts and ultimately to specific elements of the manufacturing process. Ariani (2002) as cited by Silvia et al. (2010) describes that three major benefits that can be obtained when using QFD are (1) reduce costs of production because product compatible with the expectations of customers. Thus, do not need repetition production or disposal of raw materials for production that does not fit the specifications of customer; (2) increase revenues by reducing the cost of production; (3) reducetime of production. Implementation of QFD for the evaluation and development of products has often done. For example, Silvia et al. (2010) to improve the quality of white sugar, Tutuhatunewa (2010) in developing products bottled water, Silvia (2013) to improve the quality of Bleberan dried fish, and Wulandari et al. (2015) in the development of red palm oil emulsion products. This study aimed to identification the importance of customers‟ voices and technical processes for baytat cake, to compare satisfaction of customer for baytat cake XYZ with competitor and to provide recommendation to improve quality baytat cake based on customers‟ voices.