Andianie, Indria (2017) EVALUASI KELAYAKAN BISNIS RESTORAN MA’KERANG BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui kelayakan bisnis pada restoran Ma’kerang yang ditinjau dari aspek pasar dan pemasaran, manajemen, teknis/operasi, hukum, ekonomi sosial dan keuangan. Metode yang digunakan adalah metode kuantitatif, untuk aspek pasar menggunakan segmentasi, pasar target dan posisi pasar dan pemasaran menggunakan bauran pemasaran 7P (Product, price, place, promotion, people, physical evidence, process). Aspek manajemen menggunakan perencanaan, pengorganisasian, pelaksaan dan pengawasan. Aspek teknis/operasi dengan menggunakan penilaian lokasi area produksi, luas area produksi, dan tata letak area produksi. Aspek hukum dengan menggunakan penilaian badan hukum, izin-izin yang dimiliki, dan sertifikat tanah. Aspek ekonomi sosial menggunakan penilaian dampak ekonomi dan dampak sosial. Aspek keuangan dengan menggunakan metode penilaian investasi. Berdasarkan hasil penelitian dengan wawancara pemilik, manajer, karyawan, wargasekitar, kuesioner dan observasi menjelaskan bahwa aspek pasar sudah baik karena dalam segmentasi, pasar target, dan posisi pasar Ma'kerang sudah jelas. Dan hasil penilaian pemasaran mengenai 7P (Product, price, place, promotion, people, physical evidence, process) berada pada kategoricukup baik dan layak untuk dijalankan. Aspek manajemen layak untuk dijalankan karena Ma'kerang memiliki perencanaan, pengorganisasian, pengawasan dan pelaksanaan dalam operasional sudah baik. Aspek teknis/operasi tidak layak karena hasil penilaian luas produksi dan tata letak produksi tidak luas dan penataan peralatan belum tertata rapih.Aspek hukum tidak layak karena Ma'kerang belum memiliki izin usaha dari pemerintah. Aspek ekonomi sosial layak karena Ma'kerang tidak memberikan dampak yang negatif untuk warga sekitar. Aspek keuangan dengan indikator penilaian investasi bahwa payback period3 bulan 8 hari maka usaha layak untuk dijalankan Net present value (NVP) 34,514,085 > 40,520,500 sehingga tidak dapat diterima dan tidak layak, Internal rate of return (IRR) 67% > 5,25% sehingga layak untuk diteruskan, dan Profitability Index (PI) 1.839 > 1 sehinggadapat diterima dan layak.Berdasarkan hasil penelitian saran dari penulis Ma’kerang harus bisa mempertahankan kualitas produk, terus memberikan promosi yang menarik agar dapat menarik konsumen. Manajer Ma’kerang harus selalu memberikan pengarahan kepada karyawan agar pekerjaan lebih terarah. Lokasi produksi Ma’kerang harus diperluas dan lebih ditata dengan rapi. Dan Ma’kerang harus membuat izin usaha kepada pemerintah.. Kata kunci : Kelayakan bisnis, Ma’kerang. ; ---- This study aims to know the business feasibility of the restaurant Ma'kerang by reviewing market and marketing, management, technical / operations, legal, economic, social and financial aspects. The method used is quantitative method for the of market segmentation aspects, target market and market positioning and marketing using the marketing mix 7P (Product, price, place, promotion, people, physical evidence, process). Using the management aspects of planning, organizing, implementation and supervision. The technical aspects / operations using a site assessment of production area, the area of production, and the layout of the production area. Legal aspects of using ratings of legal entities, the licenses owned, and land certificates. The economic aspects of the social use of economic impact assessments and social impact. Financial aspects of using investment valuation method. According to the research by interviewing the owners, managers, employees, residents, questionnaires and observations explain that the market aspect is good becauseMa'kerang in segmentation, target market, and market position is clear. And the results of a marketing assessment of 7P (product, price, place, promotion, people, physical evidence) are in good enough category and feasibility. Management aspect is feasible because Ma'kerang has planning, organizing, supervision and implementation in operation is good. Technical aspect / operations are not feasible because the results of the assessment of production area and production layout is not wide and the arrangement of equipment has not been neat. The legal aspect is not feasible because Ma'kerang does not yet have a business license from the government. The social economic aspect is feasible because Ma'kerang does not have a negative impact on the local people. Financial aspect with investment valuation indicator that the payback period of 3 month 8 days, business is eligible to run, Net present value (NVP) 34,514,085 > 40,520,500 so are not feasible, Internal rate of return (IRR) 67%> 5.25% so it's worth to be forwarded, and Profitability Index (PI) 1.839> 1 is acceptable and feasible. Based on the results from the author Ma'kerang suggestions should be able to maintain the quality of products, continue to provide attractive promotions in order to attract consumers. Ma'kerang manager should always be briefed employees to work more focused. Ma'kerang production sites should be expanded and more neatly. And Ma'kerang have must make a business license to the government.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MIK AND e-2017 ; Pembimbing : I. Eeng Ahman , II. Indriyani . |
| Uncontrolled Keywords: | Kelayakan bisnis, Ma’kerang. Feasibility business |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Mr. Arif Rezkyana Nugraha |
| Date Deposited: | 31 Jan 2018 06:42 |
| Last Modified: | 31 Jan 2018 06:42 |
| URI: | http://repository.upi.edu/id/eprint/28937 |
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