Pendirian Unit Bisnis Teh Celup Lidah Buaya pada PT Mount Vera Sejati di Yogyakarta

Abstract

PT Mount Vera Sejati merupakan perusahaan agroindustri lidah buaya yang menghasilkan limbah kulit dalam jumlah besar dan belum dimanfaatkan secara optimal, padahal kulit lidah buaya mengandung senyawa bioaktif yang bermanfaat bagi kesehatan. Penelitian ini bertujuan merancang produk teh celup lidah buaya melalui analisis preferensi konsumen menggunakan konjoin serta studi kelayakan bisnis dari aspek finansial dan non finansial. Hasil konjoin menunjukkan bahwa konsumen menyukai teh dengan rasa sepat, aroma melati, warna merah kecoklatan, dan varian dalam kemasan cukup satu rasa, dengan urutan atribut paling dipertimbangkan adalah warna, rasa, isi, dan aroma. Secara finansial, proyek dinyatakan layak dengan NPV sebesar Rp110.321.768,56, Gross B/C 1,17, Net B/C 2,42, IRR 25,90%, dan payback period 3 tahun 4 hari. Analisis switching value menunjukkan proyek tetap layak dijalankan selama penurunan volume penjualan tidak melebihi 15,63% dan kenaikan biaya produksi tidak lebih dari 20,07%.

PT Mount Vera Sejati was an aloe vera agro-industry company that produced a large amount of aloe vera peel waste, which had not been optimally utilized despite containing bioactive compounds beneficial to health. This study aimed to design an aloe vera peel tea bag product through consumer preference analysis using conjoint analysis, along with a business feasibility study covering both non-financial and financial aspects. The results of the conjoint analysis showed that consumers preferred tea with an astringent taste, jasmine aroma, reddish-brown color, and single-flavor packaging. The most considered attributes, in order, were color, taste, content, and aroma. Financially, the project was feasible, as indicated by an NPV of Rp110.321.768,56, a Gross B/C of 1,17, a Net B/C of 2,42 an IRR of 25,90%, and a payback period of 3 years and 4 days. The switching value analysis showed that the business remained feasible as long as the sales volume did not decrease by more than 15,63% and production costs did not increase by more than 20,07%.