KATA PENGANTAR
Puji syukur kepada Tuhan yang Maha Esa atas segala berkat yang telah
diberikan-Nya, sehingga Tugas Akhir ini dapat diselesaikan.
Tugas Akhir dengan judul PROPOSAL STUDI KELAYAKAN BISNIS
JASA VACUUM CLEAN AND HEALTH DI RUKO MALL TAMAN PALEM,
JAKARTA BARAT ini ditujukan untuk memenuhi sebagian persyaratan
akademik guna memperoleh Gelar Sarjana Sains Terapan Pariwisata (S.ST.Par.)
Jurusan Manajemen Usaha Wisata Sekolah Tinggi Pariwisata Pelita Harapan –
Tangerang, Banten.
Disadari bahwa tanpa bimbingan, bantuan, dan doa dari berbagai pihak,
Tugas Akhir ini tidak akan dapat diselesaikan tepat pada waktunya. Oleh karena
itu, penulis ingin mengucapkan terima kasih sebesar-besarnya kepada semua
pihak yang telah membantu dalam proses pengerjaan Tugas Akhir ini, yaitu
kepada:
1. Bapak Dr. Adinoto Nursiana, S.E., M.M., selaku Pembimbing dan
Anggota Tim Penguji.
2. Ibu Dr. Diena Mutiara Lemy, A.Par., M.M., selaku Ketua Sekolah
Tinggi Pariwisata Pelita Harapan dan Ketua Tim Penguji.
3. Ibu Lyly Soemarni, S.E. M.M., selaku Ketua Jurusan Manajemen
Usaha Wisata dan Anggota Tim Penguji.
4. Ibu Amelda Pramezwary, A.Par., M.M., selaku Penasehat Akademik.
5. Semua dosen Sekolah Tinggi Pariwisata Pelita Harapan.
6. Staf Karyawan STPPH yang telah membantu penulis dalam kegiatan
administratif.
7. Staf Karyawan perpustakaan UPH Johannes Oentoro yang telah
membantu penulis hingga lulus kuliah.
8. Orangtua, kakak, paman, serta bibi yang telah memberikan dukungan
moril, doa dan kasih sayang.
9. Teman-teman seperjuangan, yaitu Jerry, Jessica, Deta, Angellia,
Giovanna, Wendy, Cindy, Andryan, Martha, Kartika, Melisa,
Michelle, Made, Ricky, Dona, Syncheria, Resky, Diana, Alyssa, Vica
dan Dolfi yang selalu mendukung, saling membantu dan memberikan
perhatian.
10. Para alumni, Janet, Stephanie, Anna, dan Lisya yang telah membantu
mengarahkan dan memberikan masukan.
11. Keluarga besar Transpanorama Tours and Travel, yaitu Pak Teddy,
Pak Ricky, Ibu Merry Christine, Bu Esther, Pak Rizal, Pak Handy, Bu
Dhian, Ivan dan Melissa yang telah mendukung dan juga membimbing
selama kegiatan magang berlangsung.
12. Teman-teman yang ada di Batam, Amos, Edy, Gedsa, Ardian,
Priscillia, dan Desy, yang telah membantu, menjaga dan memberikan
perhatian selama tinggal di Batam.
13. Semua pihak yang namanya tidak dapat disebutkan satu per satu.
Akhir kata, disadari bahwa masih terdapat banyak kekurangan dalam
Tugas Akhir ini. Oleh karena itu, kritik dan saran dari pembaca akan sangat
bermanfaat. Semoga Tugas Akhir ini dapat bermanfaat bagi semua pihak yang
membacanya.
Karawaci, 15 Juli 2013
Ferdian Octavianus
vii
DAFTAR ISI
HALAMAN JUDUL
PERNYATAAN KEASLIAN TUGAS AKHIR
PERSETUJUAN DOSEN PEMBIMBING
PERSETUJUAN TIM PENGUJI TUGAS AKHIR
KATA PENGANTAR ..................................................................................... v
DAFTAR ISI .................................................................................................... vii
DAFTAR GAMBAR ....................................................................................... ix
DAFTAR TABEL ........................................................................................... x
DAFTAR LAMPIRAN ................................................................................... xiii
BAB I PENDAHULUAN
A. Gagasan Awal .............................................................................. 1
B. Tujuan Studi Kelayakan ............................................................... 6
C. Metodologi ................................................................................... 8
D. Tinjauan Konseptual Mengenai Bisnis Terkait ............................ 11
BAB II ASPEK PASAR DAN PEMASARAN
A. Analisis Permintaan ..................................................................... 18
B. Analisis Penawaran ...................................................................... 48
C. Segmentasi, Target Dan Posisi Bisnis Dalam Pasar .................... 60
D. Baur Pemasaran .. .......................................................................... 64
E. Aspek Ekonomi, Sosial, Politik, Lingkungan Hidup
Dan Teknologi .............................................................................. 76
BAB III ASPEK TEKNIS
A. Aspek Jenis Aktivitas Dan Fasilitas ............................................. 80
B. Aspek Hubungan Fungsional Antara Aktivitas
Dan Fasilitas ................................................................................. 89
C. Penghitungan Kubutuhan Ruang Fasilitas ................................... 93
D. Pemilihan Lokasi .......................................................................... 93
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E. Teknologi Yang Digunakan ......................................................... 95
BAB IV ASPEK MANAJEMEN
A. Pengorganisasian .......................................................................... 97
B. Sumber Daya Manusia ................................................................. 108
C. Aspek Yuridis .............................................................................. 117
BAB V ASPEK FINANSIAL
A. Kebutuhan Dan Sumber Dana ...................................................... 129
B. Perkiraan Biaya Operasional ........................................................ 132
C. Perkiraan Pendapatan Usaha ........................................................ 136
D. Proyeksi Neraca ........................................................................... 138
E. Proyeksi Rugi Laba ...................................................................... 139
F. Proyeksi Arus Kas ........................................................................ 139
G. Analisis Titik Impas ..................................................................... 140
H. Penilaian Investasi ........................................................................ 141
I. Manajemen Risiko ....................................................................... 154
BAB VI SIMPULAN
A. Pendahuluan ................................................................................. 159
B. Aspek Psar dan Pemasaran ........................................................... 160
C. Aspek Teknis ................................................................................. 161
D. Aspek Manajemen ........................................................................ 162
E. Aspek Keuangan .......................................................................... 163
DAFTAR PUSTAKA ………………………………………………..………. 165
LAMPIRAN
DAFTAR RIWAYAT HIDUP
ix
DAFTAR GAMBAR
No. Keterangan Halaman
1. Motivasi Penggunaan Jasa Vacuum ....................................................... 5
2. Tingkat Keterjangkauan Harga ............................................................. 5
3. Periode Pengulangan ............................................................................. 6
4. Grafik Pertumbuhan Penduduk DKI Jakarta 1990-2011 ...................... 19
5. Five Forces Porter ................................................................................ 55
6. Logo Jasa Vacuum Clean & Health ...................................................... 66
7. Flowchart Aktivitas Jasa Vacuum Clean & Health ............................... 84
8. Rainbow E-Series .................................................................................. 87
9. Kirby Sentria ......................................................................................... 87
10. Struktur Organisasi ............................................................................... 105
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DAFTAR TABEL
No. Keterangan Halaman
1. Jumlah Penduduk, Luas Wilayah, dan Kepadatan Penduduk DKI
Jakarta Menurut Kabupaten/Kota Administrasi ...................................... 18
2. Profil Responden ..................................................................................... 21
3. Minat Pasar ............................................................................................. 23
4. Baur Pemasaran – Product ...................................................................... 24
5. Baur Pemasaran – Price .......................................................................... 25
6. Baur Pemasaran – Place .......................................................................... 27
7. Baur Pemasaran – Promotion ................................................................. 28
8. Baur Pemasaran – People ........................................................................ 29
9. Baur Pemasaran – Packaging .................................................................. 29
10. Baur Pemasaran – Programming ............................................................ 30
11. Baur Pemasaran – Partnership ................................................................ 31
12. Minat Pasar .............................................................................................. 33
13. Baur Pemasaran – Product ....................................................................... 34
14. Baur Pemasaran – Price ........................................................................... 35
15. Baur Pemasaran – Place .......................................................................... 37
16. Baur Pemasaran – Promotion ................................................................. 37
17. Baur Pemasaran – People ........................................................................ 38
18. Baur Pemasaran – Packaging .................................................................. 38
19. Baur Pemasaran – Programming ............................................................ 39
20. Baur Pemasaran – Partnership................................................................. 40
21. Rekomendasi Responden ........................................................................ 40
22. Reliability Statistics ................................................................................ 41
23. Item-Total Statistics ................................................................................ 41
24. Reliability Statistics ................................................................................ 44
25. Item-Total Statistics ................................................................................ 45
26. Comparison With Competitors ................................................................ 49
27. Vacuum Cleaner Utama .......................................................................... 54
28. Matriks Analisis SWOT .......................................................................... 58
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29. Analisa Strength dan Weakness Kompetitor .......................................... 59
30. Generic Business Strategic ..................................................................... 63
31. Harga Produk Jasa Vacuum Clean & Health .......................................... 67
32. Biaya Iklan Info Gading Group .............................................................. 69
33. Biaya Iklan .............................................................................................. 69
34. Biaya Neon Box ...................................................................................... 70
35. Biaya Pencetakan Brosur ........................................................................ 70
36. Biaya Merchandising Satu Tahun Pertama ............................................. 71
37. Biaya Promosi Satu Tahun Pertama ........................................................ 72
38. Durasi Pembersihan ................................................................................ 83
39. Hubungan Fungsional antara Aktivitas dan Fasilitas ............................... 89
40. Perhitungan Kebutuhan Ruang Fasilitas ................................................. 89
41. Daftar Peralatan dan Perlengkapan Jasa Vacuum Clean & Health ......... 90
42. Pemilihan Lokasi Kantor Jasa Vacuum Clean & Health ......................... 95
43. Kebutuhan Tenaga Kerja ......................................................................... 99
44. Pengeluaran Biaya Gaji per-tahun .......................................................... 99
45. Deskripsi Pekerjaan ................................................................................. 99
46. Spesifikasi Pekerjaan ............................................................................ 101
47. Pembagian Jam Kerja Pegawai ............................................................. 107
48. Pembagian Jadwal Off Operational Staff .............................................. 108
49. Besar Iuran JAMSOSTEK .................................................................... 113
50. Daftar Harga Biaya Legal ..................................................................... 128
51. Perkiraan Biaya Investasi Awal ............................................................ 129
52. Sumber Dana ......................................................................................... 130
53. Suku Bunga Kredit Rupiah ................................................................... 130
54. Rating PAR/IAR .................................................................................... 134
55. Biaya Operasional Tahun Pertama ........................................................ 136
56. Proyeksi Lamanya Waktu Pembersihan Barang Dalam Satu Rumah
(per-barang) ........................................................................................... 137
57. Kapasitas Maksimal Tim Pelanggan Rumah Tangga Dalam 1 Bulan .. 137
58. Kapasitas Maksimal Tim Pelanggan Corporate Dalam 1 Bulan ........... 138
59. Perhitungan Titik Impas Tahun Pertama ............................................... 141
xii
60. Perhitungan Payback Period ................................................................. 142
61. Reksadana Bank BCA ........................................................................... 143
62. Suku Bunga Deposito ............................................................................ 144
63. Obligasi Negara ..................................................................................... 145
64. Rata-rata Tingkat Diskonto Investasi .................................................... 146
65. Perhitungan Manual IRR ....................................................................... 146
66. Perhitungan NPV .................................................................................. 148
67. Perhitungan Profitability Index ............................................................. 149
68. Liquidity Ratio Jasa Vacuum Clean & Health ...................................... 150
69. Solvency Ratio Jasa Vacuum Clean & Health ....................................... 151
70. Profitability Ratios Jasa Vacuum Clean & Health ................................ 153
71. Financial Ratio Evaluation ................................................................... 154
72. Sensitivitas-Pendapatan Tetap-Beban Meningkat ................................. 158
73. Sensitivitas-Pendapatan Turun-Beban Tetap ........................................ 158
xiii
DAFTAR LAMPIRAN
Lampiran Keterangan Halaman
Lampiran A Kuesioner
A-1 Kuesioner Rumah Tangga ................................................. 168
A-2 Kuesioner Corporate .......................................................... 174
Lampiran B Design
B-1 Logo dan Seragam .............................................................. 180
B-2 Kartu Nama dan Voucher ................................................... 181
B-3 Brosur ................................................................................. 182
B-4 Website ............................................................................... 183
B-5 Denah ................................................................................. 185
B-6 Design 3D .......................................................................... 186
Lampiran C Laporan Keuangan
C-1 Data Support ...................................................................... 187
C-2 Expenses .............................................................................. 188
C-3 Equipment ........................................................................... 189
C-4 Kapasitas ............................................................................ 192
C-5 Packages & Supplies ........................................................... 194
C-6 Sales .................................................................................. 197
C-7 Depretiation ........................................................................ 198
C-8 Cash Flow Projection ......................................................... 199
C-9 Income Statement Projection .............................................. 201
C-10 Balance Sheet Projection ................................................... 203
C-11 Payback Period .................................................................. 204
C-12 Break Even Point Analysis ................................................ 205
C-13 Finantial Ratio Projection ................................................. 206
C-14 Sensitivity Analysis ........................................................... 207
C-15 Equity Change ................................................................... 208
C-16 Manual IRR ....................................................................... 209
C-17 Jadwal Pembayaran Pinjaman Investasi ............................ 210
C-18 Detail Pinjaman Modal Kerja ........................................... 211
xiv
C-19 Jadwal Pembayaran Pinjaman Investasi .......................... 212
C-20 Suku Bunga Kredit ........................................................... 213
C-21 Suku Bunga Deposito ........................................................ 214
C-22 Obligasi ............................................................................. 215
C-23 Reksadana dan Inflasi ...................................................... 216