Analisis Model Bisnis Menggunakan Pendekatan Kanvas pada Usaha Mikro Alpukat dalam Konteks Produk Segar

Authors

DOI:

https://doi.org/10.33021/jie.v11i1.4759

Keywords:

Usaha Mikro, Alpukat, Bisnis Model Canvas (BMC), Analisis SWOT, Matriks IE, Strategi Tumbuh dan Bina, Lokapasar, Media Sosial

Abstract

Usaha mikro Nusantara, yang fokus pada distribusi dan penjualan buah alpukat sejak Juli 2021, menghadapi masalah penurunan penjualan yang signifikan sebesar 31% pada periode September hingga Desember 2022. Masalah tersebut dipicu oleh model bisnis saat ini yang belum optimal, keterbatasan armada distribusi, fluktuasi kualitas buah, dan kesadaran merek yang lemah. Penelitian ini bertujuan untuk mengidentifikasi model bisnis aktual, menganalisis faktor internal dan eksternal perusahaan, serta merumuskan model bisnis usulan yang tepat untuk meningkatkan volume penjualan.  Metode penelitian menggunakan pendekatan kualitatif dan kuantitatif melalui analisis Kanvas Model Bisnis (Business Model Canvas), evaluasi SWOT, serta pengolahan matriks Evaluasi Faktor Internal (IFE) dan Eksternal (EFE). Data dikumpulkan melalui wawancara pemilik dan penyebaran kuesioner kepada 84 responden pelanggan, 15 reseller, dan 3 supplier. Hasil skor koordinat dipetakan menggunakan Matriks Internal-Eksternal (IE).Hasil analisis menunjukkan Nusantara memiliki posisi internal kuat dengan skor IFE 3,06 dan posisi eksternal cukup kuat dengan skor EFE 2,71. Berdasarkan Matriks IE, posisi perusahaan berada pada Sel IV yang merekomendasikan strategi Tumbuh dan Bina (Grow and Build). Strategi usulan diimplementasikan ke dalam sembilan elemen BMC baru, berfokus pada penetrasi pasar dan pengembangan produk. Langkah konkret yang direkomendasikan meliputi diversifikasi produk olahan alpukat, pembuatan website, perluasan wilayah pasar ke Jabodetabek, peningkatan intensitas promosi digital, penambahan supplier, peningkatan kualitas kemasan, serta penambahan staf pelayanan dan armada pengiriman mandiri guna mengatasi kendala keterlambatan distribusi.

Author Biography

  • Indah Victoria Sandroto, Maranatha Christian University
    Dr. Indah Victoria Sandroto, S.T., M.T., PGDipBusAdmin is a lecturer in the Department of Industrial Engineering at Universitas Kristen Maranatha. She holds Bachelor's, Master's, and Doctoral degrees from the Department of Industrial Engineering at Institut Teknologi Bandung. She also graduated with a Postgraduate Diploma in Business Administration in Management from Massey University, New Zealand. Her research interests include Customer Relationship Management, Enterprise Resource Planning, Corporate Planning, and Systems Thinking.

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Published

20-04-2026

Issue

Vol. 11 No. 1 (2026)

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Articles

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Copyright (c) 2026 Hans Nicholas, Indah Victoria Sandroto

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