Pengembangan Bisnis Produk Yogurt Berdasarkan Preferensi Konsumen pada PT XYZ

Abstract

PT XYZ mengalami kerugian akibat susu pasteurisasi yang tidak memenuhi parameter kualitas dan tidak dapat dijual, solusi pada permasalahan tersebut merupakan melakukan inovasi dengan mengolah susu reject menjadi produk ikutan yogurt. Penelitian ini bertujuan untuk mengembangkan produk berdasarkan preferensi konsumen dan menganalisis kelayakan bisnis dari sisi pemasaran dan finansial. Pengembangan dilakukan melalui formulasi bahan dan penambahan varian rasa buah. Uji hedonik menunjukkan bahwa produk hasil pengembangan disukai oleh konsumen. Analisis pemasaran berfokus pada product knowledge yang disusun untuk mendukung strategi pemasaran, yang mencakup informasi tentang komposisi, cara penyimpanan, umur simpan, serta label kemasan yang menarik dan komunikatif. Analisis finansial dilakukan perhitungan Harga Pokok Produksi (HPP) diperoleh sebesar Rp4.903 per botol. Nilai ini menunjukkan bahwa biaya produksi tergolong efisien dan memberikan ruang margin keuntungan yang layak. Hasil penelitian menunjukkan bahwa pemanfaatan susu reject menjadi produk ikutan yogurt berpotensi menjadi bisnis yang layak dikembangkan.

PT XYZ experienced losses due to pasteurized milk that did not meet quality parameters and could not be sold. The solution to this problem was an innovation by processing rejected milk into a derivative product in the form of yogurt. This study aims to develop the product based on consumer preferences and to analyze its business feasibility from both marketing and financial perspectives. Product development was carried out through ingredient formulation and the addition of fruit flavor variants. Hedonic testing showed that the developed product was well accepted by consumers. The marketing analysis focused on product knowledge, which was compiled to support marketing strategies. It included information on product composition, storage instructions, shelf life, and an attractive and communicative product label. The financial analysis included the calculation of the Cost of Goods Manufactured (COGM), which resulted in a value of Rp4,903 per bottle. This figure indicates that production costs are relatively efficient and provide room for a reasonable profit margin. The findings of this study indicate that utilizing rejected milk into a yogurt derivative product has the potential to become a viable business opportunity.