Pendirian Unit Bisnis Donat Horenzo pada Inagreen Farm

Abstract

Inagreen Farm menghadapi permasalahan sayur horenzo hasil sortasi yang tidak terserap pasar, sehingga diperlukan inovasi pengolahan menjadi produk donat bernilai tambah. Penelitian ini bertujuan menganalisis preferensi konsumen, nilai tambah, serta kelayakan finansial dan non-finansial pendirian unit bisnis Donat Horenzo. Data dikumpulkan melalui wawancara, observasi, dan kuesioner kepada 100 responden, lalu dianalisis menggunakan metode konjoin, metode Hayami, serta kriteria investasi (NPV, IRR, net B/C, gross B/C, dan payback period). Hasil analisis konjoin menunjukkan harga merupakan atribut paling penting bagi konsumen, diikuti rasa, topping, bentuk, dan tekstur. Analisis Hayami menghasilkan nilai tambah sebesar Rp102.067 per kilogram dengan rasio 16,33%, tergolong kategori sedang dan bercirikan usaha padat karya. Hasil kelayakan finansial menunjukkan NPV positif Rp1.119.003.692, IRR 65,29%, net B/C 4,22, gross B/C 1,68, dan payback period 2,5 tahun, sehingga usaha dinyatakan layak dijalankan baik secara finansial maupun non-finansial.

Inagreen Farm faces a problem in which sorted horenzo vegetabels fail to be absorbed by the market, requiring processing innovation into a value-added donut product. This study aims to analyze consumer preferences, value added, and the financial and non-financial feasibility of establishing the Horenzo Donut business unit. Data were collected through interviews, observation, and questionnaires distributed to 100 respondents, then analyzed using conjoint analysis, the Hayami method, and investment criteria (NPV, IRR, net B/C, gross B/C, and payback period). Conjoint analysis results show that price is the most important attribute for consumers, followed by taste, topping, shape, and texture. The Hayami analysis produced an added value of Rp102.067 per kilogram with a ratio of 16,33%, classified as moderate and characteristic of a labor-intensive business. Financial feasibility results show a positive NPV of Rp1.119.003.692, an IRR of 65,29 percent, net B/C of 4,22, gross B/C of 1,68, and a payback period of 2,5 years, indicating the business is feasible both financially and non-financially.