ANALISIS RINTISAN USAHA PRODUK PREMIX UNTUK AMERICAN PIZZA “PIZZABASE”

WINA MUTHI’AH, . (2026) ANALISIS RINTISAN USAHA PRODUK PREMIX UNTUK AMERICAN PIZZA “PIZZABASE”. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pelaksanaan rintisan usaha produk premix untuk american pizza "Pizzabase" yang dikembangkan berdasarkan formulasi tepung premix dengan penambahan vitamin C. Pelaksanaan rintisan usaha dilakukan selama empat minggu dengan proses produksi di Meranti Elok, Penggilingan, Cakung, Jakarta Timur. Metode yang digunakan adalah metode analisis rintisan usaha dengan menganalisis aspek pasar dan pemasaran, organisasi dan manajemen, produksi, serta aspek keuangan sebagai dasar pengembangan usaha. Strategi pemasaran dilakukan melalui media sosial Instagram, WhatsApp, promosi word of mouth, penawaran secara langsung (direct selling), serta kegiatan promosi berupa pemberian diskon, bundling, layanan antar, dan taste tester. Produk Pizzabase menggunakan kenaikan harga sejumlah 50% yang menghasilkan harga jual Rp. 12.000 per kemasan. Selama periode penjualan, produk Pizzabase berhasil terjual sebanyak 110 kemasan dan memperoleh omzet sebesar Rp1.320.000, dengan ketercapaian target omzet sebesar 110%. Hasil survei kepuasan pelanggan menunjukkan bahwa konsumen berada pada kategori kuat hingga sangat kuat, yang menunjukkan bahwa produk memiliki tingkat penerimaan yang baik dari segi kemudahan penggunaan, kualitas, tekstur, rasa, aroma, dan kepuasan secara keseluruhan. Berdasarkan hasil tersebut, dapat disimpulkan bahwa rintisan usaha Pizzabase memiliki peluang untuk dikembangkan sebagai produk pangan siap olah yang praktis dan mampu bersaing di pasar. ******** This study aims to analyze the implementation of a business venture for a premix product for american pizza, namely "Pizzabase," developed using premix flour with the addition of vitamin C. The business venture was conducted over a four-week period through a production process at Meranti Elok, Penggilingan, Cakung, East Jakarta. The research employed a business venture analysis method by examining market and marketing aspects, organizational and management aspects, production aspects, and financial aspects as the basis for business development. The marketing strategies implemented included social media promotion through Instagram and WhatsApp, word-of-mouth marketing, direct selling, and promotional activities such as discounts, bundling offers, delivery services, and taste tester programs. During the sales period, a total of 110 packages of Pizzabase were sold at a price of IDR 12,000 per package, generating total revenue of IDR 1,320,000 and exceeding the sales target of 100 packages. The customer satisfaction survey indicated that consumers' responses ranged from strong to very strong, demonstrating a high level of acceptance of the product in terms of ease of use, quality, texture, taste, aroma, and overall customer satisfaction. Based on these findings, it can be concluded that the Pizzabase business venture has strong potential to be further developed as a practical and highly marketable food product.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ir. Mahdiyah, M.Kes. ; 2). Efrina, S.TP., M.Sc.
Subjects:	Tata Boga
Divisions:	FT > D IV Seni Kuliner dan Pengelolaan Jasa Makanan
Depositing User:	Wina Muthi'ah .
Date Deposited:	12 Aug 2026 08:14
Last Modified:	12 Aug 2026 08:14
URI:	http://repository.unj.ac.id/id/eprint/70305

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