Peningkatan Pendapatan melalui Perbaikan Kemasan Komoditas Jagung Bonanza pada Perusahaan Mas Miracle Farm

Abstract

Mas Miracle Farm menggabungkan pertanian dan agrowisata dengan konsep edukatif "petik, timbang, bayar". Namun, produk jagung Bonanza kurang menarik bagi konsumen karena kemasan sederhana berupa kantong plastik, yang mengurangi minat beli dan kesan eksklusif. Penelitian ini menggunakan metode analisis seperti Business Model Canvas (BMC), strategi pemasaran STP (Segmentation, Targeting, Positioning), bauran pemasaran 4P (Product, Price, Place, Promotion) dan analisis kelayakan finansial. Strategi diidentifikasi dengan membandingkan sembilan elemen Business Model Canvas (BMC) sebelum dan sesudah pengembangan. Hasil menunjukkan perubahan signifikan pada elemen nilai pelanggan dan saluran distribusi setelah kemasan didesain ulang. Laba bersih sebesar Rp45.280.560, nilai R/C ratio menunjukkan peningkatan dari 1,31 menjadi 2,02, menandakan efisiensi dan profitabilitas usaha.

Mas Miracle Farm combines agriculture and agrotourism with an educational concept of "pick, weigh, and pay", the Bonanza corn product is less appealing to consumers due to its simple plastic bag packaging, which reduces purchasing interest and the impression of exclusivity. This study uses analytical methods such as the Business Model Canvas (BMC), STP marketing strategy (segmentation, targeting, positioning), the marketing mix 4P (product, price, place, promotion), and financial feasibility analysis. Strategies were identified by comparing the nine elements of the Business Model Canvas (BMC) before and after development. The results showed significant changes in the customer value and distribution channel elements after the packaging was redesigned. A net profit of Rp47.728.100 was achieved, and the R/C ratio increased from 1,50 to 2,14, indicating improved efficiency and business profitability.