Analysis of Competitive Assessment of Consumer Requirements and Technical Requirements on The Quality Development of Dendrobium Orchid Potted Flowers

Dendrobium is a popular orchid among other types of orchids. This ornamental plant is also in demand by the market. Unfortunately, the increase in production is not able to meet the demand. To reduce the risk of producing products that are not in accordance with consumer preference, a development effort is needed to improve the quality of new varieties of Dendrobium pots flower based on consumer preference. This study aims to (1) analyse the attributes of the Dendrobium pot flower from the consumer side (2) analyse the attributes of the Dendrobium pot flower from the producer side. The data used in this study were primary and secondary data. This study used the analysis method of Quality Function Deployment. The results showed that the Dendrobium pot flower attributes desired by consumers were bright flower colours, healthy plants, sturdy and compact, erect stems with large numbers of flowers, high frequencies in flowering and sprouting, easily cultivated. While the Dendrobium pot flower attributes desired by producers were good plant conditions, quality flowers, ease of obtaining seeds, ease of production, pest and disease resistance, purchase price of seeds, selling price of interest prices. The implication of this research is as a guide to improve the quality development of the varieties. A solution to overcome the availability of Dendrobium potted flowers seeds are tissue culture technology supported by advanced technology (SOP and GAP based cultivation technology) and government support, especially regarding reliable information systems and cooperative relations between research institutions and stakeholders.