Proposed Natural Fiber Bag Design Meeting Customers' Needs

Natural fiber bag products require innovation in order to compete with similar products made from plastic and leather. Therefore, these products need further developments to fit the market needs. This paper has two objectives, (1) to know the importance factors that determine the success of Corypha utan natural fiber bag and (2) to find out the relationship between the fulfillment level of the quality attribute of the natural fiber bag with the costumer satisfaction based on Kano model. The results of the survey of the importance level of product attributes become inputs in the Kano model survey. The women bag attributes are divided into 3 categories. The first category attributes have high importance levels, such as a zipper must be durable, neat stitching and wicker, and bags material are not easily moldy. The second category attributes have moderate importance levels, like the bag creating an impression of expensive, flat-shaped bags, and convex bag shape. The third category attributes have low importance levels such as heavy bag materials, striking bag colors, and a busy bag design. The design of the women bag that needs to be developed is the bag design number 4, 10, 14 because the design goes into the attractive category that will increase consumer satisfaction exponentially if developed.