Pengembangan Unit Bisnis Baru berdasarkan Preferensi Konsumen pada Easy Farm Indonesia

Abstract

Easy Farm merupakan perusahaan yang membudidayakan ikan lele dengan hasil panen yang melimpah. Namun, saat ini Easy Farm hanya mampu menjual ikan lele secara business to business (B2B), hal ini menyebabkan penurunan penerimaan secara signifikan karena harga jual ikan lele kepada pengepul atau pelaku bisnis lebih rendah dibandingkan dengan harga jual langsung kepada konsumen akhir. Selain itu, Easy Farm juga belum memiliki produk turunan dari hasil panen ikan lele tersebut. Oleh karena itu, diperlukan pendirian unit bisnis baru dari hasil panen yaitu produk Lele Bumbu Kuning untuk menjangkau pasar konsumen akhir. Tujuan penelitian ini untuk mengidentifikasi karakteristik konsumen, menganalisis preferensi konsumen terhadap atribut produk, dan menganalisis aspek non finansial dan finansial produk Lele Bumbu Kuning berdasarkan preferensi konsumen. Pemilihan responden menggunakan accidental sampling sebanyak 100 orang. Hasil preferensi dengan menggunakan analisis konjoin menunjukkan bahwa konsumen produk Lele Bumbu Kuning menyukai rasa ikan lele dengan bumbu kuning sebanyak 200 gr/pcs, kemasan plastik vakum, harga Rp28.000, dan porsi 750 gr/pcs. Hasil analisis non finansial dan finansial produk Lele Bumbu Kuning dapat dikatakan layak untuk dijalankan.

Easy Farm is a company engaged in catfish farming with abundant yields. However, it currently markets its catfish exclusively through a business to business (B2B) model. This has resulted in a significant decline in revenue, as the selling price to collectors or intermediaries is lower than the price obtained through direct sales to end consumers. Furthermore, Easy Farm has not yet developed any value added or derivative products from its catfish harvest. Therefore, establishing a new business unit that processes the harvest into a pre seasoned catfish product, namely Lele Bumbu Kuning (catfish in yellow spices), is necessary to reach the retail consumer market. This study aims to identify consumer characteristics, analyze consumer preferences regarding product attributes, and evaluate both the non financial and financial aspects of the Lele Bumbu Kuning product based on those preferences. A total of 100 respondents were selected using accidental sampling. The results of the conjoint analysis show that consumers prefer Lele Bumbu Kuning made from yellow seasoned catfish, 200 grams per piece, vacuum sealed in plastic packaging, priced at Rp28,000, and offered in a 750 gram portion per pack. Based on the analysis of both financial and non financial aspects, the product is considered feasible for production and marketing.