Pendirian Usaha Kedai Kopi sebagai Upaya Peningkatan Nilai Tambah Produk pada Kebun Kopi Sukahurip Cianjur

Abstract

AJENG REZKITAPUTRI. Pendirian Usaha Kedai Kopi sebagai Upaya Peningkatan Nilai Tambah Produk pada Kebun Kopi Sukahurip Cianjur. Dibimbing oleh VERALIANTA BR SEBAYANG.

Kebun Kopi Organik Sukahurip mengalami penurunan pendapatan akibat rendahnya margin keuntungan dan minimnya nilai tambah produk. Penelitian bertujuan merancang pendirian kedai kopi untuk keberlanjutan usaha melalui identifikasi karakteristik konsumen, analisis preferensi konsumen, analisis nilai tambah produk, dan analisis kelayakan usaha. Metode yang digunakan mencakup metode konjoin, metode Hayami, dan studi kelayakan bisnis. Hasil menunjukkan konsumen memilih kopi harga terjangkau, rasa seimbang antara keasaman dan kepekatan. Analisis nilai tambah menunjukkan seluruh varian produk memberikan nilai tambah di atas 70% dan keuntungan di atas 90%. Aspek non-finansial juga mendukung kelayakan usaha, dengan lokasi strategis dan target pasar yang jelas. Usaha kedai dinyatakan layak secara finansial dengan NPV Rp383.948.160, IRR 44%, net B/C 3,01 > 0, gross B/C 1,35 > 0, dan payback period 5,55 tahun. Analisis switching value menunjukkan usaha tetap layak meskipun terjadi penurunan pendapatan hingga 26,172% dan kenaikan harga biji arabika hingga 245,36% serta kenaikan harga biji robusta hingga 278%.

AJENG REZKITAPUTRI. Coffee Shop Establishment as a Strategy to Enhance Product Value Added at Sukahurip Coffee Plantation Cianjur. Supervised by VERALIANTA BR SEBAYANG. Sukahurip Organic Coffee Plantation has experienced a decline in income due to low profit margins and has minimum product value added. This study aims to design the establishment of a coffee shop to ensure business sustainability by identifying consumer characteristics, analyzing consumer preferences, analyzing product value added, and analyzing business feasibility. The methods used include conjoint method, Hayami method, and business feasibility analysis. The results show that consumers prefer affordable coffee with a balanced flavor profile in terms of acidity and body. The value-added analysis indicates that all product variants provide more than 70% value added and over 90% profit. Non-financial aspects also support the business feasibility, with a strategic location and clearly defined target market. Financial aspects coffee shop business is deemed feasible, with an NPV of Rp383.948.160, IRR of 44%, a net B/C ratio of 3,01 (>1), a gross B/C ratio of 1,35 (>1), and a payback period of 5,55 years. The switching value analysis shows the business remains feasible even under a revenue decline of up to 26,172%, an arabica bean price increase of up to 245,36%, and a robusta bean price increase of up to 278%.