v

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

RAINBOW FAMILY SAUNA & MASSAGE DI ALAM SUTERA ini ditujukan

untuk memenuhi sebagian persyaratan akademik guna memperoleh Gelar Sarjana

Sains Terapan Pariwisata (S.S.T.Par.) 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 yang sebesar-besarnya kepada semua

pihak yang telah membantu dalam proses pengerjaan Tugas Akhir ini, yaitu

kepada:

1. Bapak Reagan Brian S.S.T., M.M. selaku Pembimbing.

2. Ibu Dr. Diena Mutiara Lemy, A.Par., M.M., selaku Ketua Sekolah

Tinggi Pariwisata Pelita Harapan.

3. Ibu Lyly Soemarni, S.E. M.M., selaku Ketua Jurusan Manajemen

Usaha Wisata.

4. Tim Penguji Bapak Reagan Brian, S.ST., M.M. sebagai ketua penguji,

Bapak Victor Bangun Mulia, M.B.A. sebagai Anggota Penguji, dan

Bapak Vasco Adato H Goeltom,S.ST., M.M.

5. Ibu Yustisia Kristiana, S.ST.,M.M. selaku Penasehat Akademik.

6. Semua dosen Sekolah Tinggi Pariwisata Pelita Harapan.

7. Staf Karyawan STPPH yang telah membantu penulis dalam kegiatan

administratif.

8. Staf Karyawan perpustakaan UPH Johannes Oentoro yang telah

membantu penulis hingga lulus kuliah.

9. Orangtua, serta saudara saudara dan keluarga saya yang telah

memberikan dukungan moril, kepercayaan diri, doa dan kasih sayang.

10. Teman-teman seperjuangan Jennifer, Ferdian, Kartika, Andryan, Deta,

Giovanna, Angellia,I Made Rizki, Dolfi, Martha, Jessica, Cindy,

vi

Melisa, Vica, Wendy, Michelle, Ricky, Dona, Diana, Alyssa, Resky,

Syncheria yang selalu mendukung, saling membantu.

11. 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

Jerry

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 ................................................................................ xvi

BAB I PENDAHULUAN

A. Gagasan Awal ............................................................................ 1

B. Tujuan Studi Kelayakan ............................................................. 6

C. Metodologi ................................................................................ 7

D. Tinjauan Konseptual Mengenai Bisnis Terkait ........................... 8

BAB II ASPEK PASAR DAN PEMASARAN

A. Analisis Permintaan ................................................................... 25

B. Analisis Penawaran .................................................................... 32

C. Segmentasi, Target Dan Posisi Bisnis Dalam Pasar .................... 38

D. Baur Pemasaran .. ....................................................................... 41

E. Aspek Ekonomi, Sosial, Politik, Lingkungan Hidup

Dan Teknologi ........................................................................... 49

BAB III ASPEK TEKNIS

A. Aspek Jenis Aktivitas Dan Fasilitas ........................................... 52

B. Aspek Hubungan Fungsional Antara Aktivitas

Dan Fasilitas .............................................................................. 61

C. Penghitungan Kebutuhan Ruang Fasilitas .................................. 62

D. Pemilihan Lokasi ....................................................................... 69

E. Teknologi Yang Digunakan ....................................................... 71

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BAB IV ASPEK MANAJEMEN

A. Pengorganisasian ....................................................................... 75

B. Sumber Daya Manusia ............................................................... 88

C. Aspek Yuridis .............................................................................98

BAB V ASPEK FINANSIAL

A. Kebutuhan Dan Sumber Dana .................................................... 106

B. Perkiraan Biaya Operasional ...................................................... 109

C. Perkiraan Pendapatan Usaha ...................................................... 115

D. Proyeksi Neraca ......................................................................... 117

E. Proyeksi Rugi Laba ................................................................... 117

F. Proyeksi Arus Kas ..................................................................... 117

G. Analisis Titik Impas ................................................................... 118

H. Penilaian Investasi ..................................................................... 119

I. Manajemen Risiko ..................................................................... 132

BAB VI SIMPULAN

Simpulan .................................................................................... 135

DAFTAR PUSTAKA ………………………………………………..………. 139

LAMPIRAN

ix

DAFTAR GAMBAR

Gambar Keterangan Halaman

Gambar 1. Analisis five forces Porter…………..............................................35

Gambar 2. Logo Rainbow Family Sauna & Massage ………………................43

Gambar 3. Jenis Aktifitas Karyawan …………………………………….............52

Gambar 4. Jenis Aktifitas Pelanggan.............................................................. 53

Gambar 5. Mesin pemanas dan mesin pendingin ruangan sauna….................71

Gambar 6. Loker dan gelang RFID …………...………………………............. 72

Gambar 7. LCD proyektor dan infocus ……...................................................72

Gambar 8. Kursi pijat elektrik.…………………………………………................73

Gambar 9. Promosi ………………………………………………..….............. 73

Gambar 10. CCTV ……………….……………..…………………..……...........74

Gambar 11. Struktur Organisasi …………………………………..…………..85

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DAFTAR TABEL

Tabel Keterangan Halaman

Tabel 1 Jumlah penduduk per kecamatan kota Tangerang Selatan ................. 4

Tabel 2 Laju pertumbuhan penduduk per kecamatan

Tangerang selatan ............................................................................. 5

Tabel 3 Data responden ............................................................................... 24

Tabel 4 Kondisi pasar ................................................................................... 25

Tabel 5 Produk ............................................................................................ 27

Tabel 6 Harga ............................................................................................... 27

Tabel 7 Distribusi ........................................................................................ 28

Tabel 8 Promosi .......................................................................................... 28

Tabel 9 People ............................................................................................. 29

Tabel 10 Pengemasan .................................................................................... 29

Tabel 11 Program .......................................................................................... 30

Tabel 12 Kerja sama ...................................................................................... 30

Tabel 13 Fasilitas .......................................................................................... 30

Tabel 14 Reliability Statistics ........................................................................ 31

Tabel 15 Matriks SWOT ............................................................................... 37

Tabel 16 Generic Business Strategic .............................................................. 40

Tabel 17 Harga layanan Rainbow Family Sauna & Massage ......................... 44

Tabel 18 Hubungan antara aktifitas dan fasilitas ............................................ 61

Tabel 19 Penghitungan kebutuhan ruang fasilitas pada lantai 1 ...................... 62

Tabel 20 Penghitungan kebutuhan ruang fasilitas pada lantai 2 ...................... 62

Tabel 21 Penghitungan kebutuhan ruang fasilitas pada lantai 3 ...................... 62

Tabel 22 Receptionist + guest lounge ............................................................ 63

Tabel 23 Office + Storage ............................................................................. 63

Tabel 24 Locker + shower room + toilet ........................................................ 64

Tabel 25 Snack bar ........................................................................................ 64

Tabel 26 Area Bersantai lantai 2 .................................................................... 66

Tabel 27 Ruang massage ............................................................................... 67

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Tabel 28 Ruang Reflexology ......................................................................... 67

Tabel 29 Area bersantai lantai 3 .................................................................... 68

Tabel 30 Inventaris lainnya .......................................................................... 68

Tabel 31 Pemilihan Lokasi ............................................................................ 70

Tabel 32 Kebutuhan Tenaga Kerja ................................................................ 76

Tabel 33 Pengeluaran Biaya Gaji per-bulan .................................................. 77

Tabel 34 Deskripsi Pekerjaan ........................................................................ 77

Tabel 37 Spesifikasi Pekerjaan ...................................................................... 79

Tabel 38 Jadwal Kerja Karyawan .................................................................. 85

Tabel 39 Legal expenses ............................................................................. 105

Tabel 40 Perkiraaan biaya investasi ............................................................ 106

Tabel 41 Sumber dana investasi awal ......................................................... 107

Tabel 42 Suku Bunga Kredit Rupiah ........................................................... 107

Tabel 43 Marketing expenses ..................................................................... 109

Tabel 44 Salaries expenses ......................................................................... 110

Tabel 45 Utilities expenses .......................................................................... 111

Tabel 46 Jamsostek ..................................................................................... 111

Tabel 47 Rent expenses ................................................................................ 112

Tabel 48 Property All Risk ........................................................................... 114

Tabel 49 Perkiraan pendapatan Sauna + massage tahun 1 ............................ 115

Tabel 50 BEP In Sales .................................................................................. 119

Tabel 51 Perhitungan Payback Period .......................................................... 120

Tabel 52 Suku Bunga Deposito ................................................................... 121

Tabel 53 Obligasi Negara ............................................................................ 122

Tabel 54 Reksadana ..................................................................................... 123

Tabel 55 Rata-rata Tingkat Discount rate Investasi ...................................... 123

Tabel 56 Perhitungan Manual IRR .............................................................. 124

Tabel 57 Perhitungan NPV .......................................................................... 126

Tabel 58 Perhitungan Profitability Index ..................................................... 127

Tabel 69 Liquidity Ratio Jasa Rainbow Family Sauna & Massage ............... 128

Tabel 60 Solvency Ratio Jasa Rainbow Family Sauna & Massage ............... 129

Tabel 61 Profitability Ratios Jasa Rainbow Family Sauna & Massage ......... 131

xii

DAFTAR LAMPIRAN

Lampiran Keterangan Halaman

Lampiran A Kuesioner

A-1 Kuesioner ......................................................................... 141

Lampiran B Design

B-1 Lay out/denah ................................................................... 148

B-2 Jjimjilbok dan Seragam ..................................................... 153

B-3 Daftar Harga ..................................................................... 154

B-4 Website ............................................................................. 155

B-5 Gambar 3d ........................................................................ 160

Lampiran C Laporan Keuangan

C-1 Packaging ......................................................................... 162

Pricelist ............................................................................ 163

Kapasitas .......................................................................... 164

Food & Beverage Cost ...................................................... 165

Cash inflow ...................................................................... 167

growth per years ............................................................... 169

Sauna Room ..................................................................... 172

Supplies ............................................................................ 175

Inventaris lt 1 .................................................................... 176

Inventaris lt 2 .................................................................... 177

Inventaris lt 3 .................................................................... 178

Inventaris lainnya ............................................................. 179

Investment ........................................................................ 180

Expenses .......................................................................... 181

Data Support ..................................................................... 182

PAR ................................................................................. 183

Profit and loss ................................................................... 184

Cashflow Projection ......................................................... 185

Balance sheet .................................................................... 186

Break even point ............................................................... 187

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PaybackPeriod .................................................................. 188

Financial Ratios ............................................................... 189

Loan schedule ................................................................... 190

Loan schedule 2 ................................................................ 191

Suku Bunga Kredit ........................................................... 192

Obligasi ............................................................................ 193

Deposito ........................................................................... 194

Reksadana ........................................................................ 195

Manual IRR ...................................................................... 196