Strategi Pengembangan Bisnis Dadih sebagai Functional Food Khas Sumatera Barat (Studi Kasus Dadih Nagari Gadut)
Abstract
Angka permintaan dadih terus mengalami penurunan, padahal dadih memiliki potensi pengembangan produk dan permintaan pangan fungsional diproyeksikan akan terus meningkat hingga tahun 2025. Penelitian ini bertujuan untuk mengetahui model bisnis dadih saat ini, mengidentifikasi permasalahan konsumen dadih, serta menyusun model bisnis dadih. Pengumpulan data dilakukan pada bulan Maret hingga Juli 2021 dengan menggunakan konsep pemikiran desain. Data primer diperoleh dari seorang produsen dadih di Nagari Gadut dan 20 orang konsumen dadih. Hasil penelitian menunjukkan model bisnis awal usaha dadih masih sangat sederhana. Permasalahan utama yang dirasakan oleh konsumen adalah kegiatan promosi yang kurang, lokasi penjualan yang susah dijangkau, rasa dadih yang asam dan tidak konsisten, aroma amis pada dadih, serta kemasan dadih yang tidak praktis dan tidak informatif. Penelitian menghasilkan prototype yang dapat dijadikan acuan perbaikan produk dan kanvas model bisnis akhir dinilai dapat diimplementasikan. The demand for dadih continues to decline, even though dadih has the potential for product development and demand for functional food is projected to continue to increase until 2025. This study aims to determine the current dadih business model, identify dadih consumer problems, and develop a dadih business model. Data collection was carried out from March to July 2021 using the concept of design thinking. Primary data were obtained from a dadih producer in Nagari Gadut and 20 dadih consumers. The results showed that the initial business model of the dadih business was still very simple. The main problems felt by consumers were lack of promotional activities, hard to reach sales locations, sour and inconsistent dadih taste, fishy dadih smell, as well as impractical and uninformative dadih packaging. This study developed a prototype that could be used as a reference for product improvement and the final business model canvas was considered implementable.
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- UT - Business [429]