ANALISIS KELAYAKAN USAHA KOPI LUWAK CIKOLE LEMBANG

Ariffien, Afferdhy and Wicaksana, I Made (2021) ANALISIS KELAYAKAN USAHA KOPI LUWAK CIKOLE LEMBANG. Jurnal Manajemen Logistik dan Transportasi, 7 (1). pp. 18-30. ISSN 2442-9341

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Abstract

Analisis Kelayakan Investasi dan Penerapan Strategi pada Usaha Kopi Luwak (Studi Kasus pada Kopi Luwak Cikole, Lembang), mengambil tempat di Kopi Luwak Cikole, Jalan Nyalindung No. 9, Cikole, Lembang. Penelitian ini dilatarbelakangi oleh situasi saat ini di mana semakin banyak usaha kopi di daerah Bandung, di mana persaingan yang terjadi juga semakin ketat maka harus ditentukan strategi dalam menghadapi persaingan tersebut, bertujuan untuk mengetahui sistem rantai pasok, aktivitas utama dan pendukung dalam menghadapi persaingan serta penerapan value chain pada Kopi Luwak Cikole. Metode yang digunakan dalam penelitian ini adalah analisis margin keuntungan, dan analisis Strengths, Weaknesses, Opportunities, dan Threats (SWOT analysis). Data yang diambil dalam penelitian adalah proses produksi kopi luwak, biaya produksi, serta wawancara mengenai keunggulan dan kelemahan serta peluang dan tantangan yang dihadapi oleh Kopi Luwak Cikole. Analisis data yang dilakukan adalah analisis margin keuntungan, analisis SWOT. Hasil dari penelitian ini adalah margin keuntungan sebesar 74,63% yang menandakan Kopi Luwak Cikole merupakan bisnis yang menguntungkan. Berdasarkan analisis SWOT, Kopi Luwak Cikole saat ini berada pada kuadran I, strategi yang dapat dilakukan adalah strategi progresif berupa pengembangan pasar, penambahan kapasitas produksi, dan pengembangan situs web. Kata Kunci: kopi luwak, margin keuntungan, analisis SWOT, analisis strategi ABSTRACT Analysis of Investment Feasibility and Implementation of Strategies in the Luwak Coffee Business (Case Study on Kopi Luwak Cikole, Lembang), taking place at Kopi Luwak Cikole, Jalan Nyalindung No. 9, Cikole, Lembang. This research is motivated by the current situation where there are more and more coffee businesses in the Bandung area, where the competition is also getting tighter, a strategy must be determined in dealing with this competition, aiming to determine the supply chain system, main and supporting activities in facing competition and implementation of value chain in Cikole Luwak Coffee. The method used in this research is profit margin analysis, and analysis of Strengths, Weaknesses, Opportunities, and Threats (SWOT analysis). The data taken in the study were the civet coffee production process, production costs, as well as interviews about the advantages and disadvantages as well as the opportunities and challenges faced by Cikole Luwak Coffee. The data analysis performed was a profit margin analysis, SWOT analysis. The result of this research is a profit margin of 74.63% which indicates Cikole Luwak Coffee is a profitable business. Based on the SWOT analysis, Kopi Luwak Cikole is currently in quadrant I, strategies that can be done are progressive strategies in the form of market development, additional production capacity, and website development. Keywords: kopi luwak, profit margin, SWOT analysis, strategy analysis

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Unnamed user with email [email protected]
Date Deposited: 14 Feb 2022 02:52
Last Modified: 14 Feb 2022 02:52
URI: http://eprint.ulbi.ac.id/id/eprint/19

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