Analisis Kelayakan Usaha Penjualan Produk Daging Sapi Beku Pada Putra Jaya Daging Bekasi Jawa Barat

Abstract

Meningkatnya konsumsi protein hewani dan pertumbuhan industri kuliner mendorong peningkatan permintaan produk daging sapi beku. Kondisi tersebut membuka peluang bagi usaha penjualan daging sapi beku, meskipun masih dihadapkan pada tantangan berupa fluktuasi harga bahan baku dan persaingan usaha. Analisis ini bertujuan menganalisis kelayakan usaha Putra Jaya Daging berdasarkan aspek produksi, keuangan, pemasaran, dan strategi pengembangan usaha. Data dikumpulkan melalui observasi, wawancara, dan kajian literatur selama empat bulan. Analisis yang digunakan meliputi analisis biaya, penerimaan, pendapatan, Revenue Cost Ratio (R/C), strategi STP, marketing mix 10P, dan analisis SWOT. Hasil penelitian menunjukkan bahwa selama periode pengamatan diperoleh total penerimaan sebesar Rp 832.901.500 dengan total biaya sebesar Rp 773.904.147 sehingga menghasilkan pendapatan sebesar Rp 58.997.353 dan nilai R/C sebesar 1,076. Hasil tersebut menunjukkan bahwa usaha Putra Jaya Daging layak dijalankan dan menguntungkan. Strategi pengembangan yang direkomendasikan meliputi peningkatan sistem distribusi, digitalisasi pencatatan penjualan, dan optimalisasi digital marketing.

The increasing consumption of animal protein and the growth of the culinary industry have driven the rising demand for frozen beef products. This condition creates opportunities for frozen beef sales businesses, although they still face challenges in the form of fluctuations in raw material prices and business competition. This study aims to analyze the business feasibility of Putra Jaya Daging based on production, financial, marketing, and business development strategy aspects. Data were collected through observation, interviews, and literature review over a period of four months. The analyses used included cost analysis, revenue analysis, income analysis, Revenue Cost Ratio (R/C), STP strategy, the 10P marketing mix, and SWOT analysis. The results showed that during the observation period, the total revenue amounted to IDR 832,901,500 with a total cost of IDR 773,904,147, resulting in an income of IDR 58,997,353 and an R/C value of 1.076. These results indicate that the Putra Jaya Daging business is feasible to operate and profitable. The recommended development strategies include improving the distribution system, digitalizing sales recording, and optimizing digital marketing.