Pengembangan Produk Pupuk Organik Cair melalui Pemanfaatan Limbah Produksi Melon di PT Doa Bangsa Agrobisnis

Abstract

Limbah produksi melon di PT Doa Bangsa Agrobisnis belum dikelola optimal, padahal berpotensi diolah menjadi pupuk organik cair bernilai ekonomi. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis pengembangan produk dari aspek nonfinansial, dan menganalisis kelayakan bisnis dari aspek finansial, menggunakan data primer dan sekunder melalui observasi, wawancara, dan kuesioner, dengan alat analisis Business Model Canvas, STP, bauran pemasaran 4P, serta kriteria investasi NPV, IRR, Net B/C, Gross B/C, Payback Period, dan switching value. Hasil penelitian menunjukkan konsumen didominasi laki-laki usia produktif berpendapatan menengah dengan penerimaan pasar tinggi, pengembangan bisnis mencakup penambahan proposisi nilai, mitra, saluran distribusi, dan SDM, serta usaha ini dinyatakan layak secara finansial dengan seluruh kriteria investasi terpenuhi. Perusahaan disarankan memperluas pemasaran digital, menjalin kontrak jangka panjang dengan pemasok, serta memperbaiki formulasi dan sertifikasi produk.

Melon production waste at PT Doa Bangsa Agrobisnis remained poorly managed despite its potential to be processed into economically valuable liquid organic fertilizer. This study aimed to identify consumer characteristics, analyze product development from a nonfinancial perspective, and analyze business feasibility from a financial perspective, using primary and secondary data collected through observation, interviews, and questionnaires, with analytical tools including the Business Model Canvas, STP, the 4P marketing mix, and investment criteria (NPV, IRR, Net B/C, Gross B/C, Payback Period, switching value). Results showed that consumers were dominated by productive-age males with middle-level income and demonstrated strong market acceptance, business development included an added value proposition, partnerships, distribution channels, and human resources, and the business was financially feasible with all investment criteria met. The company was advised to expand digital marketing, establish long-term supplier contracts, and improve product formulation and certification.