Pengembangan Model Bisnis Agroeduwisata Hidroponik di Pagi Farm

Abstract

Agroeduwisata hidroponik di Pagi Farm menghadapi tantangan berupa ketergantungan pada event organizer (EO) dalam memperoleh peserta, yang berdampak pada pembagian keuntungan dan terbatasnya hubungan dengan pelanggan. Penelitian ini bertujuan untuk menganalisis model bisnis agroeduwisata dengan keterlibatan EO, merumuskan strategi pengembangan melalui pengelolaan mandiri dan model kombinasi, menganalisis kelayakan finansial, serta merumuskan implikasi manajerial. Metode yang digunakan meliputi analisis Business Model Canvas (BMC), Harga Pokok Produksi (HPP), laba rugi, dan Revenue Cost (R/C) Ratio. Hasil penelitian menunjukkan bahwa pengelolaan mandiri dikembangkan melalui perluasan segmen pasar, promosi digital, direct marketing, dan penguatan hubungan pelanggan, sedangkan model kombinasi mengintegrasikan jaringan pemasaran EO dengan pemasaran internal perusahaan. Seluruh model bisnis dinyatakan layak dengan nilai R/C ratio lebih dari 1, pada model dengan EO 1,10 pada model tanpa EO 1,18, dan 1,77 pada model kombinasi. Oleh karena itu, model kombinasi direkomendasikan sebagai strategi pengembangan agroeduwisata hidroponik di Pagi Farm.

Hydroponic agro-tourism at Pagi Farm faces challenges due to its dependence on event organizers (EOs) in attracting participants, which affects profit distribution and limits direct relationships with customers. This study aims to analyze the hydroponic agro-tourism business model with EO involvement, formulate development strategies through independent management and a combination model, assess financial feasibility, and provide managerial implications. The methods used include Business Model Canvas (BMC) analysis, Cost of Goods Sold (COGS), profit and loss analysis, and Revenue-Cost (R/C) Ratio analysis. The results show that the independent management model is developed through market segment expansion, digital promotion, direct marketing, and strengthened customer relationships, while the combination model integrates EO marketing networks with the company’s internal marketing activities. All business models were found to be financially feasible, with R/C ratios more than 1, 1.10 for the EO model 1.18 for the without EO model, and 1.77 for the combination model. Therefore, the combination model is recommended as the most suitable strategy for developing hydroponic agro-tourism at Pagi Farm.