Strategi Kelayakan Bisnis Aromaterapi Bunga Mawar di Kariksa Kebunku Kabupaten Bandung Barat

Abstract

Kariksa Kebunku memiliki bunga mawar yang tidak lolos pasar dan sortir dengan rata-rata per bulan 5.640 tangkai. Salah satu pemanfaatan nya dengan pembuatan produk turunan aromaterapi. Tujuan penelitian ini untuk mengidentifikasi sikap konsumen terhadap produk aromaterapi, menganalisis nilai tambah yang dihasilkan, serta menganalisis aspek non finansial dan aspek finansial. Metode yang digunakan terdiri dari model multiatribut fishbein, analisis nilai tambah serta analisis aspek non finansial dan aspek finansial. Hasil penelitian preferensi konsumen didapatkan dari 67 responden dengan skor 108.45, atribut aroma dan ketahanan penting dalam preferensi konsumen. Rasio nilai tambah yang dihasilkan sebesar 47%. Analisis non finansial layak berdasarkan 5 aspek, dan analisis finansial dinyatakan layak dengan NPV sebesar Rp 334.404.410; IRR 50%; Gross B/C sebesar 1,26; Net B/C sebesar 4,89; dan payback periode selama 44 bulan. Analisis switching value mentoleransi perubahan maksimum penurunan produksi sebesar 21%, dan kenaikan harga bahan baku bunga mawar sebesar 104,26453%.

Kariksa Kebunku cultivates roses, some of which do not meet market standards and are rejected during sorting, averaging 5.640 stems per month. One potential use of these rejected flowers is the development of value-added products, such as aromatherapy. This study aims to identify consumer attitudes toward rose based aromatherapy products, analyze the added value generated, and assess both non-financial and financial aspects of the business. The methods employed include the multi-attribute Fishbein model, value-added analysis, and evaluation of non financial and financial feasibility. Consumer preference data were obtained from 67 respondents, with a total attitude score of 108.45. Among the evaluated attributes, aroma and durability were identified as the most influential in shaping consumer preferences. The resulting value-added ratio was 47%. The non-financial analysis showed the business to be feasible across five assessed aspects. The financial analysis also indicated feasibility, with a Net Present Value (NPV) of IDR334.404.410; an Internal Rate of Return (IRR) of 50%; a Gross Benefit-Cost Ratio (Gross B/C) of 1,26; a Net Benefit-Cost Ratio (Net B/C) of 4,89; and a payback period of 44 months. The switching value analysis revealed that the business can tolerate a maximum production decrease of 21% and an increase in rose raw material prices of up to 104,26453%.