Pengembangan Bisnis Sambal Paprika Berdasarkan Preferensi Konsumen (Studi Kasus: P4S Kurnia Abadi)

Abstract

Paprika P4S Kurnia Abadi experienced a considerable decline in quality in 2023, causing a decrease in business profits. An alternative that can be done is to process low quality paprika into sambal paprika but must also pay attention to consumer preferences so that the product is more in demand when marketed. The purpose of this study is to determine the combination of sambal paprika attributes that should be produced by P4S Kurnia Abadi according to consumer preferences and determine the feasibility of developing a sambal paprika business. The method used is conjoint analysis and business feasibility study in the form of non financial and financial analysis. The results showed that sambal paprika products that will be produced by P4S Kurnia Abadi are sambal paprika that have a combination of price attribute levels of less than Rp50.000.00, squid variations, glass bottle packaging, and moderate flavor or spiciness. P4S Kurnia Abadi's sambal paprika production is feasible to run based on financial and non financial aspects. The profit obtained was Rp54.519.897 in the first year which increased to Rp66.127.010 in years 2-5, the R/C ratio value was 1,52 in the first year and 1,53 in years 2-5.