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Indonesian tea market share decreased from 10.3 percents of world tea export in 1993 to 6.4% in 2003 due to the quality of Indonesian tea. The purposes of this study were understanding the quality position of Indonesian orthodox black tea, as well as, identifying the main efforts to increase the satisfaction level of Indonesian tea buyers. Quality Function Deployment (QFD) and Eickenrode weighting method were applied to analyze the evidents. The results show that quality position of Indonesian tea is less than the quality of Sri Lanka tea. However, two actions should be improved to increase the tea quality (beginning from first priority) namely (1) improvement of quality tea shoot; and (2) improvement of rolling process. Key words : tea industry, quality, marketing techniques, processing, Indonesia Pangsa pasar teh Indonesia menurun dari 10,3 persen pada tahun 1993 menjadi hanya 6,4 persen dari total ekspor teh dunia pada tahun 2003 karena masalah mutu. Kajian ini bertujuan untuk mengetahui posisi mutu teh hitam orthodox Indonesia dan mendapatkan strategi operasional untuk meningkatkan tingkat kepuasan para pembeli teh Indonesia. Metode analisis data yang digunakan adalah Quality Function Deployment (QFD) dan Pembobotan Eickenrode. Hasil kajian menunjukkan bahwa posisi kualitas teh Indonesia ternyata masih lebih rendah dibandingkan dengan kualitas teh Sri Lanka. Dua upaya yang perlu dilakukan untuk meningkatkan kualitas teh Indonesia mulai dari prioritas utama adalah (1) peningkatkan kualitas pucuk daun teh, dan (2) perbaikan proses penggilingan. Kata kunci : industri teh, kualitas, teknik pemasaran, pengolahan, Indonesia

APLIKASI QUALITY FUNCTION DEPLOYMENT (QFD) DI INDUSTRI TEH HITAM ORTHODOX INDONESIA