Pengembangan Usaha Wonton Jamur Tiram Putih berdasarkan Preferensi Konsumen pada CV Asa Agro Corporation

Abstract

CV Asa Agro Corporation merupakan perusahaan agribisnis yang mengalami oversupply jamur tiram putih dari tahun ke tahun. Salah satu strategi yang dapat dilakukan untuk mengurangi kelebihan pasokan tersebut adalah dengan mengolahnya menjadi produk bernilai tambah seperti wonton jamur tiram putih. Penelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap atribut wonton, merancang pengembangan produk berdasarkan preferensi tersebut, serta menganalisis kelayakan usahanya. Data diperoleh melalui survei kuesioner kepada 100 responden, dengan kriteria responden berusia minimal 17 tahun, pernah membeli wonton minimal sekali, serta berasal dari daerah Jabodetabek dan Cianjur. Preferensi konsumen dianalisis menggunakan metode analisis konjoin. Hasil penelitian menunjukkan bahwa konsumen paling menyukai wonton dengan rasa gurih, harga Rp25.000 – Rp30.000 isi 10 pcs, kulit berwarna putih, kemasan thinwall, dan tekstur kenyal. Hasil analisis non-finansial dan finansial wonton jamur tiram putih dapat dikatakan layak untuk dijalankan.

CV Asa Agro Corporation is an agribusiness company that encounters oversupply of white oyster mushrooms from year to year. One strategy to reduce the oversupply is to process it into value-added products such as white oyster mushroom wontons. This study aims to analyze consumer preferences for wonton attributes, design product development based on these preferences, and analyze the feasibility of the business. Data were collected through a questionnaire survey involving 100 respondents aged 17 and above, who had purchased wontons at least once and were located in the Greater Jabodetabek area and Cianjur. Consumer preferences were analyzed using conjoint analysis. The results indicate that consumers prefer wontons with a savory flavor, priced at Rp25.000 – Rp30.000 per 10 pieces, white-colored wrappers, thinwall packaging, and a chewy texture. Both non-financial and financial feasibility analyses confirm that the white oyster mushroom wonton business is feasible and holds promising potential for implementation.