Analisis Strategi Bisnis Coconut Aminos Berdasarkan Sikap Konsumen dan Kelayakan Finansial Produk

Abstract

Tren konsumsi pangan sehat mendorong pengembangan produk alami seperti Coconut Aminos, yang merupakan alternatif kecap rendah sodium dan bebas gluten. Penelitian ini bertujuan menganalisis strategi bisnis Coconut Aminos berdasarkan sikap konsumen dan kelayakan finansial. Sikap konsumen diukur menggunakan model multiatribut Fishbein terhadap empat atribut utama: rasa, validitas label, manfaat kesehatan, dan harga. Strategi bisnis disusun melalui analisis IFAS–EFAS dan matriks IE, sedangkan aspek finansial dianalisis menggunakan NPV, ROI, PBP, dan B/C Ratio. Hasil menunjukkan bahwa konsumen memiliki sikap positif terhadap produk, terutama pada rasa dan kepercayaan terhadap informasi label. Strategi pertumbuhan agresif direkomendasikan melalui perluasan pasar dan penguatan merek. Secara finansial, usaha ini dinilai layak dan menguntungkan. Penelitian ini memberikan landasan bagi pengembangan produk lokal berbasis kesehatan yang sesuai dengan pasar saat ini.

The healthy food trend encourages the development of natural products such as Coconut Aminos, a low-sodium, gluten-free soy sauce alternative. This study aims to analyze the business strategy of Coconut Aminos based on consumer attitude and financial feasibility. Consumer attitudes were assessed using the multi- attribute Fishbein model across four main attributes: taste, label validity, health benefits, and price. Business strategy was formulated through IFAS–EFAS and IE matrix analysis, while financial feasibility was evaluated using NPV, ROI, PBP, and B/C Ratio. The results show that consumers have a positive attitude toward the product, especially in terms of taste and trust in label information. An aggressive growth strategy is recommended through market expansion and brand strengthening. Financially, the business is considered feasible and profitable. This research provides a foundation for developing local, health-oriented products aligned with current market.