Pendirian Unit Bisnis Lilin Aromaterapi Isi Bunga Anggrek pada Estie’s Orchid di Kota Depok

Abstract

Estie’s Orchid memiliki bunga anggrek yang sering dipotong dan belum dimanfaatkan secara optimal. Hal ini memberikan peluang untuk melakukan pendirian unit bisnis lilin aromaterapi isi bungga anggrek. Penelitian ini bertujuan untuk merumuskan ide pengembangan bisnis berdasarkan hasil SWOT, melakukan analisis sikap konsumen pada lilin aromaterapi isi bunga anggrek menggunakan metode analisis fishbein, dan menyusun kelayakan bisnis lilin aromaterapi isi bunga anggrek berdasarkan aspek non finansial dan aspek finansial. Metode yang digunakan ialah fishbein untuk menentukan sikap konsumen dan analisis non finansial dan finansial. Hasil dari sikap konsumen dari 10 atribut dengan melibatkan 50 responden yang menghasilkan sikap konsumen terhadap produk ini kategori “baik”. Pendirian unit bisnis lilin aromaterapi isi bunga anggrek layak dijalankan berdasarkan analisis non finansial dan analisis finansial. Berdasarkan kriteria kelayakan usaha meliputi NPV Rp207.263.269, IRR 58%, net B/C 4,2, gross B/C 1,2 dan payback period selama 3 tahun 1 bulan.

Estie’s Orchid has orchids that are often cut and have not been optimally utilized. This provides an opportunity to establish a business unit for aromatherapy candles filled with orchid flowers This research aims to formulate a business development idea based on SWOT analysis, analyze consumer attitudes toward orchid-infused aromatherapy candles using the Fishbein analysis method, and assess the business feasibility of orchid-infused aromatherapy candles based on non-financial and financial aspects. The methods used include the Fishbein model to determine consumer attitudes and feasibility analysis from both non-financial and financial perspectives. The results of consumer attitudes from 10 attributes involving 50 respondents resulted in consumer attitudes towards this product being in the “good” category. The establishment of an orchid infused aromatherapy candle business unit is considered feasible based on the non-financial and financial analyses. According to the business feasibility criteria, the results include an NPV of IDR 207,263,269, an IRR of 58%, a net B/C ratio of 4.2, a gross B/C ratio of 1.2, and a payback period of 3 years and 1 month.