KATA PENGANTAR - repository.uph.edurepository.uph.edu/772/3/ToC.pdfKATA PENGANTAR . Puji dan syukur...
Transcript of KATA PENGANTAR - repository.uph.edurepository.uph.edu/772/3/ToC.pdfKATA PENGANTAR . Puji dan syukur...
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KATA PENGANTAR
Puji dan syukur yang dalam saya panjatkan ke hadiran Tuhan Yang Maha
Pemurah, karena berkat kemurahanNya saya dapat menyelesaikan Tugas Akhir
ini dengan baik dan tepat waktu. Tugas Akhir ini berjudul STRATEGI
PENGEMBANGAN BISNIS RITEL "ISTANA RETAIL ACCESSORIES".
Laporan ini disusun sebagai salah satu syarat kelulusan untuk memperoleh gelar
Sarjana Teknik Industri Strata Satu (program S-1) Universitas Pelita Harapan.
Penyelesaian makalah ini tidak lepas dari bimbingan, arahan, koreksi dan
saran dari berbagai pihak lain sehingga untuk itu saya ingin mengucapkan terima
kasih kepada:
Bapak Herman Kanalebe, Ph.D selaku Dekan Fakultas Teknik Industri.
Bapak Laurence, MT selaku Kepala Jurusan Teknik Industri dan
koordinator kerja praktek.
Ibu Ir. Linasani Hadi, MSEM selaku dosen pembimbing satu yang telah
memberikan masukan ide, saran dan bimbingannya sehingga tugas akhir
ini dapat terselesaikan.
Ibu Agustina Christiani, M.Eng.Sc selaku dosen pembimbing dua yang
telah memberikan perbaikan, saran, petunjuk dan bimbingannya sehingga
tugas akhir ini dapat terselesaikan.
Seluruh Bapak dan Ibu Dosen Universitas Pelita Harapan lainnya yang
telah memberikan masukan dan kontribusi selama perkuliahan.
Ibu Angelina Wongkar dan Ibu Adelia Wongkar selaku Presiden Direktur
Istana Accessories dan kakak saya yang selalu memberikan masukan, data,
informasi dan ide dalam penulisan Tugas Akhir ini.
Seluruh karyawan Istana Accessories yang membantu dalam pengumpulan
data dan menjawab pertanyaan-pertanyaan.
Orang tua dan keluarga saya yang telah mendukung saya setiap saat baik
dengan dukungan materi ataupun moriil.
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Nobita, Pelonia, VJ, Fibola, tante Ratna, Bra, Hans dan rekan-rekan
mahasiswa/i yang telah banyak memberikan masukan dan dukungan
untuk makalah ini;
Pada akhir kata, saya hanya ingin meminta maaf bila ada kata-kata yang
salah atau menyinggung para pembaca, karena saya tahu Tugas Akhir ini masih
jauh dari sempurna. Terima kasih dan saya ucapkan selamat membaca.
Jakarta, 5 Januari 2012
Andri Darmasaputra
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DAFTAR ISI
HALAMAN JUDUL
PERNYATAAN KEASLIAN TUGAS AKHIR
PERSETUJUAN DOSEN PEMBIMBING
PERSETUJUAN TIM PENGUJI TUGAS AKHIR
ABSTRACT ............................................................................................................ v
KATA PENGANTAR ........................................................................................... vi
DAFTAR ISI ........................................................................................................ viii
DAFTAR TABEL ................................................................................................ xiii
DAFTAR GAMBAR ............................................................................................ xv
DAFTAR RUMUS .............................................................................................. xvi
DAFTAR LAMPIRAN ....................................................................................... xvii
BAB I PENDAHULUAN ....................................................................................... 1
1.1 Latar Belakang ......................................................................................... 1
1.2 Pokok Permasalahan ................................................................................. 2
1.3 Batasan Masalah ....................................................................................... 3
1.4 Tujuan Penelitian ...................................................................................... 3
1.5 Sistematika Penulisan ............................................................................... 4
BAB II TINJAUAN PUSTAKA ............................................................................. 7
2.1 Studi Kelayakan Bisnis ............................................................................ 7
2.1.1 Aspek Pasar ....................................................................................... 9
2.1.2 Aspek Pemasaran ............................................................................ 10
2.1.3 Aspek Teknis ................................................................................... 11
2.1.4 Aspek Manajemen ........................................................................... 12
2.1.5 Aspek Hukum ................................................................................. 13
2.1.6 Aspek Keuangan ............................................................................. 14
2.2 Kuesioner ................................................................................................ 16
2.3 SWOT Matrix ......................................................................................... 17
BAB III METODE PENELITIAN........................................................................ 20
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3.1 Metode Penelitian ................................................................................... 20
3.1.1 Penelitian Pendahuluan ................................................................... 20
3.1.2 Tinjauan Pustaka ............................................................................. 21
3.1.3 Perumusan Masalah ........................................................................ 21
3.1.4 Tujuan Penelitian ............................................................................ 21
3.1.5 Pengumpulan Data .......................................................................... 22
3.1.6 Studi Kelayakan .............................................................................. 22
3.1.7 Perumusan Strategi Pengembangan ................................................ 24
3.1.8 Kesimpulan dan Saran..................................................................... 24
3.2 Metode Penyusunan Kuesioner .............................................................. 26
3.2.1 Penentuan Tujuan Kuesioner .......................................................... 26
3.2.2 Penentuan Variabel Pertanyaan....................................................... 26
3.2.3 Penyusunan Kuesioner .................................................................... 27
3.2.4 Penentuan Populasi ......................................................................... 28
3.2.5 Penentuan Jumlah Sampel............................................................... 28
3.2.6 Penyebaran Kuesioner ..................................................................... 29
3.2.7 Pengolahan Hasil Kuesioner ........................................................... 29
3.2.8 Analisis Hasil Kuesioner ................................................................. 30
BAB IV PEMBAHASAN SURVEY .................................................................... 32
4.1 Profil responden ..................................................................................... 33
4.2 Data perilaku konsumen dalam berbelanja aksesoris wanita ................. 36
4.3 Selera responden ..................................................................................... 38
4.4 Variabel yang mempengaruhi responden dalam memilih tempat belanja
aksesoris ............................................................................................................ 39
4.5 Data ketertarikan responden ................................................................... 42
BAB V ASPEK PASAR ....................................................................................... 43
5.1 Target Pasar ............................................................................................ 43
5.2 Deskripsi dan Konsep Bisnis .................................................................. 44
5.3 Kompetitor Bisnis ................................................................................... 46
5.4 Analisis SWOT ....................................................................................... 49
BAB VI ASPEK PEMASARAN .......................................................................... 53
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6.1 Strategi Product ...................................................................................... 53
6.2 Strategi Price .......................................................................................... 55
6.3 Strategi Promotion ................................................................................. 56
6.3.1 Pembuatan Website ......................................................................... 56
6.3.2 Program Bonus ................................................................................ 57
6.3.3 Program Membership ...................................................................... 58
BAB VII ASPEK TEKNIS ................................................................................... 59
7.1 Lokasi ..................................................................................................... 59
7.2 Layout Toko dan Kantor ......................................................................... 66
7.3 Peralatan yang Dibutuhkan..................................................................... 69
BAB VIII ASPEK MANAJEMEN ....................................................................... 72
8.1 Visi dan Misi .......................................................................................... 72
8.2 Struktur Organisasi ................................................................................. 72
8.3 Job Description ....................................................................................... 74
8.3.1 Director ........................................................................................... 74
8.3.2 Administration Staff ........................................................................ 74
8.3.3 Warehouse Staff .............................................................................. 74
8.3.4 Store Manager ................................................................................. 75
8.3.5 Transportation Staff ........................................................................ 75
8.3.6 IT Staff ............................................................................................. 75
8.3.7 Sales Promotion Boy ....................................................................... 76
8.4 Tanggung Jawab dan Tugas ................................................................... 76
8.4.1 Director ........................................................................................... 76
8.4.2 Administration Staff ........................................................................ 77
8.4.3 Warehouse Staff .............................................................................. 77
8.4.4 Store Manager ................................................................................. 78
8.4.5 Transportation Staff ........................................................................ 78
8.4.6 IT Staff ............................................................................................. 79
8.4.7 Sales Promotion Boy ....................................................................... 79
8.5 Persyaratan Umum dan Kebutuhan Tenaga Kerja ................................. 80
8.6 Waktu Operasional ................................................................................. 81
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BAB IX ASPEK HUKUM ................................................................................... 83
9.1 Badan Usaha ........................................................................................... 83
9.2 Persyaratan Pendirian Perseroan Terbatas (PT) ..................................... 83
9.3 Pengurusan Dokumen Perizinan Perseroan Terbatas ............................. 84
9.3.1 Akta Notaris .................................................................................... 85
9.3.2 Surat Keterangan Domisili Perusahaan ........................................... 86
9.3.3 NPWP (Nomor Pokok Wajib Pajak) ............................................... 87
9.3.4 SITU (Surat Izin Tempat Usaha) .................................................... 89
9.3.5 SIUP (Surat Izin Usaha Perdagangan) ............................................ 91
9.3.6 TDP (Tanda Daftar Perusahaan) ..................................................... 93
9.3.7 SPPKP (Surat Pengukuhan Pengusaha Kena Pajak) ....................... 95
9.4 Pajak ....................................................................................................... 96
BAB X ASPEK KEUANGAN ............................................................................. 97
10.1 Biaya Awal ............................................................................................. 97
10.1.1 Biaya Penyewaan Toko dan Kantor ................................................ 97
10.1.2 Biaya Peralatan dan Perlengkapan .................................................. 98
10.1.3 Biaya Perizinan Pendirian Perseroan Terbatas ............................... 99
10.1.4 Biaya Instalasi ............................................................................... 100
10.1.5 Total Biaya Awal .......................................................................... 102
10.2 Biaya Operasional ................................................................................ 102
10.2.1 Gaji Tenaga Kerja ......................................................................... 102
10.2.2 Biaya Utilitas ................................................................................. 103
10.2.3 Biaya Transportasi ........................................................................ 106
10.2.4 Biaya Perawatan ............................................................................ 106
10.2.5 Office Supplies .............................................................................. 107
10.2.6 Pajak Kendaraan Bermotor ........................................................... 107
10.2.7 Biaya Produk ................................................................................. 108
10.3 Pajak Penghasilan ................................................................................. 109
10.4 Asumsi Perhitungan ............................................................................. 110
10.5 Modal .................................................................................................... 116
10.6 Arus Kas ............................................................................................... 117
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10.7 Metode Penilaian Investasi ............................................................... 117
10.7.1 Net Present Value (NPV) .............................................................. 118
10.7.2 Internal Rate of Return (IRR) ....................................................... 119
10.7.3 Payback Period (PP) ..................................................................... 121
BAB XI STRATEGI PENGEMBANGAN ........................................................ 122
11.1 Strengths-Opportunities (SO) ............................................................... 122
11.2 Weaknesses-Opportunities (WO) ......................................................... 123
11.3 Strengths-Threats (ST) ......................................................................... 124
11.4 Weakness-Threats (WT) ....................................................................... 125
11.5 Perincian Penerapan Strategi Pengembangan ...................................... 126
BAB XII KESIMPULAN DAN SARAN ........................................................... 127
12.1 Kesimpulan ........................................................................................... 127
12.2 Saran ..................................................................................................... 132
DAFTAR PUSTAKA ......................................................................................... 133
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DAFTAR TABEL
Tabel 4.1 Hasil Uji Validitas ................................................................................. 40
Tabel 4.2 Hasil Uji Reliabilitas ............................................................................. 40
Tabel 4.3 Kriteria Reliabilitas ............................................................................... 41
Tabel 4.4 Pengurutan Tingkat Kepentingan.......................................................... 41
Tabel 5.1 Kompetitor Istana Retail Accessories ................................................... 47
Tabel 6.1 Porsi Produk .......................................................................................... 54
Tabel 6.2 Contoh Produk ...................................................................................... 56
Tabel 7.1 Lokasi Toko Istana Retail Accessories ................................................. 60
Tabel 7.2 Lokasi Kantor Istana Retail Accessories .............................................. 63
Tabel 7.3 Peralatan Toko ...................................................................................... 69
Tabel 7.4 Peralatan Kantor .................................................................................... 70
Tabel 8.1 Persyaratan Umum dan Kebutuhan Tenaga Kerja ................................ 80
Tabel 8.2 Kode Persyaratan Umum ...................................................................... 81
Tabel 8.3 Waktu Operasional Istana Retail Accessories ...................................... 81
Tabel 10.1 Perincian Biaya Sewa Toko dan Kantor ............................................. 98
Tabel 10.2 Rincian Total Biaya Perlengkapan ...................................................... 98
Tabel 10.3 Perincian Total Biaya Peralatan dan Perlengkapan ............................ 99
Tabel 10.4 Perincian Pendirian PT. Golongan Kecil .......................................... 100
Tabel 10.5 Rincian Paket Internet Telkom Speedy ............................................. 100
Tabel 10.6 Perincian Kebutuhan Daya Listrik .................................................... 101
Tabel 10.7 Total Biaya Instalasi.......................................................................... 101
Tabel 10.8 Total Biaya Awal .............................................................................. 102
Tabel 10.9 Perincian Kebutuhan dan Gaji Tenaga Kerja .................................... 103
Tabel 10.10 Perincian Tagihan Air Per Bulan .................................................... 104
Tabel 10.11 Perincian Pemakaian Telepon ......................................................... 105
Tabel 10.12 Total Biaya Utilitas ......................................................................... 106
Tabel 10.13 Perincian Biaya Perawatan.............................................................. 107
Tabel 10.14 Perincian Biaya Office Supplies ...................................................... 107
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Tabel 10.15 Perincian Biaya Produk ................................................................... 109
Tabel 10.16 Perincian Pajak Penghasilan ........................................................... 110
Tabel 10.17 Tingkat Inflasi ................................................................................. 110
Tabel 10.18 Perincian Biaya Bulanan ................................................................. 112
Tabel 10.19 Data Penjualan Ritel Istana Accessories ......................................... 112
Tabel 10.20 Perincian Pemasukan Bulanan Tahun 2012 .................................... 114
Tabel 10.21 Perincian Biaya Produk per Bulannya ............................................ 115
Tabel 10.22 Bunga Deposito ............................................................................... 116
Tabel 10.23 Perhitungan Payback Period ........................................................... 121
Tabel 11.1 Strategi SO ........................................................................................ 123
Tabel 11.2 Strategi WO....................................................................................... 124
Tabel 11.3 Strategi ST......................................................................................... 124
Tabel 11.4 Strategi WT ....................................................................................... 125
Tabel 11.5 Perincian Penerapan Strategi Pengembangan ................................... 126
Tabel 12.1 Hasil Penilaian Investasi ................................................................... 131
Tabel 12.2 Perincian Penerapan Strategi Pengembangan ................................... 131
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DAFTAR GAMBAR
Gambar 3.1 Diagram Alir Metode Penelitian ....................................................... 25
Gambar 3.2 Metode Penyusunan Kuesioner ......................................................... 31
Gambar 4.1 Pendidikan dan Umur Responden ..................................................... 33
Gambar 4.2 Pekerjaan dan Pendapatan Responden .............................................. 34
Gambar 4.3 Tempat Tinggal Responden .............................................................. 35
Gambar 4.4 Lokasi Belanja Favorit Responden ................................................... 36
Gambar 4.5 Jumlah Aksesoris yang Dibeli dan Biaya yang Dikeluarkan Per
Bulannya ............................................................................................................... 37
Gambar 4.6 Jenis dan Bahan Aksesoris yang Disukai Responden ....................... 38
Gambar 4.7 Ketertarikan Responden Terhadap Toko Baru .................................. 42
Gambar 7.1 Peta Lokasi ITC Mangga Dua ........................................................... 61
Gambar 7.2 Peta Lokasi Kantor Istana Retail Accessories ................................... 65
Gambar 7.3 Layout Toko ...................................................................................... 67
Gambar 7.4 Layout Kantor .................................................................................... 68
Gambar 8.1 Struktur Organisasi Istana Retail Accessories .................................. 73
Gambar 10.1 Grafik NPV vs Bunga r ................................................................. 120
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DAFTAR RUMUS
Rumus 2.1 NPV ..................................................................................................... 16
Rumus 2.2 Payback Period .................................................................................... 17
Rumus 3.1 Jumlah Sample ..................................................................................... 30
Rumus 9.1 MARRf .............................................................................................. 119
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DAFTAR LAMPIRAN
Lampiran 1 Kuesioner
Lampiran 2 Tabel Koefisien Korelasi Momen-Produk Pearson
Lampiran 3 Arus Kas