Pengembangan Produk Kopi Luwak Celup pada Perusahaan Kopi Luwak MB di Kabupaten Cianjur

Abstract

Perusahaan Kopi Luwak MB menjual kopi luwak tubruk meninggalkan ampas sehingga membuat penggunaan produk menjadi tidak praktis dan perlu dilakukan pengembangan produk. Tujuan penelitian yaitu mengkaji karakteristik konsumen kopi luwak celup, model bisnis produk pengembangan, pendapatan dan keuntungan pengembangan, serta kinerja atribut produk pengembangan. Penelitian dilakukan di Kecamatan Cipanas pada Juli 2023 hingga April 2024. Metode penelitian meliputi analisis deskriptif, BMC, serta IPA. Karakteristik konsumen didominasi perempuan, rentang usia <60 tahun, memiliki pekerjaan yang tidak disebutkan, dan pendapatan perbulan Rp 3.000.000 – Rp. 10.000.000. Model bisnis memfokuskan pengembangan blok value proposition, customer relationship, customer segment, channels, key partners, serta cost structure. Pendapatan perusahaan setelah pengembangan Rp 1.262.500.000 dan keuntungan Rp 523.269.000. Kinerja atribut yang perlu ditingkatkan yaitu produk praktis dan mudah dikonsumsi, informasi produk tertera dengan jelas pada kemasan, produk yang ditawarkan bervariasi, kesigapan memberi respon kepada konsumen, komposisi produk yang digunakan aman dan terdaftar pada MBRIO, produk dapat disimpan pada waktu yang cukup lama, serta memperhatikan keinginan dan harapan pelanggan.

Kopi Luwak MB Company sells tubruk civet coffee leaving dregs, making use of product impractical and requiring product development. The purpose of study was to examine the characteristics of consumers of dipped civet coffee, business model of product development, revenue and profit of the development, and the performance of product development attributes. Study conducted in Cipanas District from July 2023 to April 2024. Research methods included descriptive analysis, BMC, and IPA. Consumer characteristics dominated by women, age range <60 years, had an unspecified job, and monthly income of IDR 3,000,000 - IDR 10,000,000. Business model focuses on development of value proposition blocks, customer relationships, customer segments, channels, key partners, and cost structure. Company's revenue after development was IDR 1,262,500,000 and profit was IDR 523,269,000. Performance of attributes that need to be improved are practical and easy-to-consume products, product information is clearly stated on packaging, products offered are varied, responsiveness in responding to consumers, composition of products used is safe and registered with MBRIO, products can be stored for a long time, and attention to customer desires and expectations.