Perluasan Pasar Sayur Selada Organik pada Nara Kupu Village Depok

Abstract

SYAVIRA NAYLA SHAUMY. Perluasan Pasar Sayur Selada Organik pada Nara Kupu Village Depok. Dibimbing oleh ANITA RISTIANINGRUM. Nara Kupu Village melakukan penjualan sayur selada organik secara offline dan online melalui marketplace Tokopedia, dan belum dijalanankan Tokopedia dengan optimal. Hal ini memberi peluang bagi perusahaan untuk memperluas pasar melalui marketplace Tokopedia berdasarkan analisis SWOT. Tujuan penelitian ini yaitu menganalisis silap konsumen pada sayur selada organik menggunakan metode analisis fishbein, dan menyusun kelayakan bisnis perluasan pasar sayur selada organik berdasarkan aspek non finansial dan finansial. Sikap konsumen dari 9 atribut yang melibatkan 40 responden menghasilkan sikap konsumen terhadap produk dikategorikan “baik”. Perluasan pasar sayur selada organik pada Nara Kupu Village melalui marketplace Tokopedia layak dijalankan berdasarkan analisis non finasial dan analisis finansial. Berdasarkan kriteria kelayakan usaha meliputin NPV Rp155.872.919, IRR 56%, net B/C 1,93, gross B/C 1,20 dan payback period selama 2 tahun 4 bulan.

SYAVIRA NAYLA SHAUMY. Market Expansion of Organic Lettuce at Nara Kupu Village Depok. Supervised by ANITA RISTIANINGRUM. Nara Kupu Village markets organic lettuce both offline and online via Tokopedia. However, the online channel has not been utilized optimally, presenting an opportunity to expand the market through Tokopedia, as identified in the SWOT analysis. This study aims to analyze consumer attitudes toward organic lettuce using the Fishbein multi-attribute model and to assess the business feasibility of market expansion based on both financial and non-financial aspects. The analysis involved 40 respondents and nine product attributes, resulting in an overall positive consumer attitude. The market expansion strategy is considered feasible, supported by financial indicators: NPV of Rp155,872,919, IRR of 56%, Net B/C of 1.93, Gross B/C of 1.20, and a payback period of 2 years and 4 months.