S MIK 0906307 Table of content
DAFTAR ISI
Hal
Lembar Pengesahan ....................................................................................
i
Surat Pernyataan ........................................................................................
ii
Abstrak ........................................................................................................
iii
Abstract .......................................................................................................
iv
Kata Pengantar ...........................................................................................
v
Ucapan Terimakasih ..................................................................................
vi
Daftar Isi ..................................................................................................... viii
Daftar Tabel ................................................................................................
xi
Daftar Gambar ........................................................................................... xiii
Daftar Lampiran ........................................................................................ xiv
Daftar Pustaka ............................................................................................ xv
Bab I: Pendahuluan ....................................................................................
1
1.1
Latar Belakang Masalah .........................................................
1
1.2
Rumusan Masalah ..................................................................
8
1.3
Tujuan Penelitian ...................................................................
8
1.4
Manfaat Penelitian .................................................................
9
Bab II: Landasan Teori .............................................................................. 10
2.1
Kajian Pustaka ....................................................................... 10
2.1.1 Pengertian Pariwisata .................................................. 10
2.1.2 Industri Pariwisata ...................................................... 12
2.1.3 Wisata Kuliner ............................................................ 13
2.1.4 Usaha Mikro, Kecil dan Menengah ............................. 16
2.1.5 Studi Kelayakan Bisnis ............................................... 17
2.1.5.1Pengertian Studi Kelayakan Bisnis ................... 17
2.1.5.2Tujuan Studi Kelayakan Bisnis ......................... 19
2.1.5.3 Pihak-pihak Yang Memerlukan Studi
Kelayakan Bisnis ............................................. 21
viii
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.1.5.4 Langkah-langkah Studi Kelayakan Bisnis ........ 23
2.1.5.5Aspek-aspek Studi Kelayakan Bisnis ................ 25
2.1.5.6Metode Penilaian Investasi ............................... 28
2.1.6Pengertian Pengembangan Usaha ................................... 33
2.1.7Kajian Empirik Beberapa Hasil Penelitian
Terdahulu ............................................................................... 35
2.2
Kerangka Pemikiran ............................................................... 37
2.3
Hipotesis ................................................................................ 39
Bab III : Metode Penelitian ........................................................................ 40
3.1 Metode Penelitian .................................................................. 40
3.2 Objek Penelitian ..................................................................... 42
3.3 Operasional Variabel .............................................................. 42
3.4 Jenis dan Sumber Data ........................................................... 44
3.5 Teknik Pengumpulan Data ..................................................... 45
3.6 Lokasi Penelitian .................................................................... 46
3.7 Teknik Analisis ...................................................................... 46
Bab IV : Hasil Penelitian dan Pembahasan ............................................... 46
4.1 Profil Perusahaan Seblak PARYZA ....................................... 46
4.1.1 Sejarah Usaha Seblak PARYZA ................................... 46
4.1.2 Profil Produk Seblak PARYZA .................................... 47
4.2 Analisis Hasil Penelitian ........................................................ 48
4.2.1 Analisis Aspek Non Finansial ........................................ 48
4.2.2 Aspek Pasar dan Pemasaran ........................................... 48
4.2.2.1Daya Serap Pasar ............................................. 49
4.2.2.2 Proyeksi Permintaan Pasar Potensial ............... 50
4.2.2.3 Pemasaran ....................................................... 51
4.2.2.4 Strategi Pemasaran .......................................... 55
4.2.2.5 Hasil Analisis Aspek Pasar dan
Pemasaran ....................................................... 56
4.2.3 Aspek Produk ................................................................ 56
ix
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2.3.1 Perencanaan Produk ........................................ 56
4.2.3.2 Strategi Produksi ............................................. 57
4.2.3.3 Penentuan Kapasitas Produk Yang
Maksimal ........................................................ 58
4.2.3.4 Hasil Analisis Aspek Produk ........................... 58
4.2.4 Aspek Ekonomi dan Keuangan ...................................... 59
4.2.4.1Metode Penilaian Investasi ............................... 60
4.2.4.2 Metode Penilaian Investasi Skenario X ............ 60
4.2.4.3 Metode Penilaian Investasi Skenario Y
(Motor Roda Tiga)........................................... 66
4.2.3.4 Metode Penilaian Investasi Skenario Z
(Sewa Ruko).................................................... 72
4.2.5 Perbandingan Hasil Penilaian Investasi
Skenario X, Y, Z ........................................................... 78
4.2.6Analisis Kelayakan Pengembangan Usaha
Seblak PARYZA .......................................................... 79
Bab V : Kesimpulan dan Saran .................................................................. 81
5.1 Kesimpulan .............................................................................. 81
5.2 Saran ........................................................................................ 83
x
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Hal
Lembar Pengesahan ....................................................................................
i
Surat Pernyataan ........................................................................................
ii
Abstrak ........................................................................................................
iii
Abstract .......................................................................................................
iv
Kata Pengantar ...........................................................................................
v
Ucapan Terimakasih ..................................................................................
vi
Daftar Isi ..................................................................................................... viii
Daftar Tabel ................................................................................................
xi
Daftar Gambar ........................................................................................... xiii
Daftar Lampiran ........................................................................................ xiv
Daftar Pustaka ............................................................................................ xv
Bab I: Pendahuluan ....................................................................................
1
1.1
Latar Belakang Masalah .........................................................
1
1.2
Rumusan Masalah ..................................................................
8
1.3
Tujuan Penelitian ...................................................................
8
1.4
Manfaat Penelitian .................................................................
9
Bab II: Landasan Teori .............................................................................. 10
2.1
Kajian Pustaka ....................................................................... 10
2.1.1 Pengertian Pariwisata .................................................. 10
2.1.2 Industri Pariwisata ...................................................... 12
2.1.3 Wisata Kuliner ............................................................ 13
2.1.4 Usaha Mikro, Kecil dan Menengah ............................. 16
2.1.5 Studi Kelayakan Bisnis ............................................... 17
2.1.5.1Pengertian Studi Kelayakan Bisnis ................... 17
2.1.5.2Tujuan Studi Kelayakan Bisnis ......................... 19
2.1.5.3 Pihak-pihak Yang Memerlukan Studi
Kelayakan Bisnis ............................................. 21
viii
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.1.5.4 Langkah-langkah Studi Kelayakan Bisnis ........ 23
2.1.5.5Aspek-aspek Studi Kelayakan Bisnis ................ 25
2.1.5.6Metode Penilaian Investasi ............................... 28
2.1.6Pengertian Pengembangan Usaha ................................... 33
2.1.7Kajian Empirik Beberapa Hasil Penelitian
Terdahulu ............................................................................... 35
2.2
Kerangka Pemikiran ............................................................... 37
2.3
Hipotesis ................................................................................ 39
Bab III : Metode Penelitian ........................................................................ 40
3.1 Metode Penelitian .................................................................. 40
3.2 Objek Penelitian ..................................................................... 42
3.3 Operasional Variabel .............................................................. 42
3.4 Jenis dan Sumber Data ........................................................... 44
3.5 Teknik Pengumpulan Data ..................................................... 45
3.6 Lokasi Penelitian .................................................................... 46
3.7 Teknik Analisis ...................................................................... 46
Bab IV : Hasil Penelitian dan Pembahasan ............................................... 46
4.1 Profil Perusahaan Seblak PARYZA ....................................... 46
4.1.1 Sejarah Usaha Seblak PARYZA ................................... 46
4.1.2 Profil Produk Seblak PARYZA .................................... 47
4.2 Analisis Hasil Penelitian ........................................................ 48
4.2.1 Analisis Aspek Non Finansial ........................................ 48
4.2.2 Aspek Pasar dan Pemasaran ........................................... 48
4.2.2.1Daya Serap Pasar ............................................. 49
4.2.2.2 Proyeksi Permintaan Pasar Potensial ............... 50
4.2.2.3 Pemasaran ....................................................... 51
4.2.2.4 Strategi Pemasaran .......................................... 55
4.2.2.5 Hasil Analisis Aspek Pasar dan
Pemasaran ....................................................... 56
4.2.3 Aspek Produk ................................................................ 56
ix
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2.3.1 Perencanaan Produk ........................................ 56
4.2.3.2 Strategi Produksi ............................................. 57
4.2.3.3 Penentuan Kapasitas Produk Yang
Maksimal ........................................................ 58
4.2.3.4 Hasil Analisis Aspek Produk ........................... 58
4.2.4 Aspek Ekonomi dan Keuangan ...................................... 59
4.2.4.1Metode Penilaian Investasi ............................... 60
4.2.4.2 Metode Penilaian Investasi Skenario X ............ 60
4.2.4.3 Metode Penilaian Investasi Skenario Y
(Motor Roda Tiga)........................................... 66
4.2.3.4 Metode Penilaian Investasi Skenario Z
(Sewa Ruko).................................................... 72
4.2.5 Perbandingan Hasil Penilaian Investasi
Skenario X, Y, Z ........................................................... 78
4.2.6Analisis Kelayakan Pengembangan Usaha
Seblak PARYZA .......................................................... 79
Bab V : Kesimpulan dan Saran .................................................................. 81
5.1 Kesimpulan .............................................................................. 81
5.2 Saran ........................................................................................ 83
x
Allyana Desitania, 2016
ANALISIS KELAYAKAN PENGEMBANGAN BISNIS SEBLAK PARYZA DI KOTA BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu