vi
DAFTAR ISI
Halaman
HALAMAN JUDUL
PERNYATAAN KEASLIAN TUGAS AKHIR
PERSETUJUAN DOSEN PEMBIMBING TUGAS AKHIR
PERSETUJUAN TIM PENGUJI TUGAS AKHIR
KATA PENGANTAR
DAFTAR ISI ............................................................................................................ vi
DAFTAR TABEL .................................................................................................... viii
DAFTAR GAMBAR ............................................................................................... xv
DAFTAR LAMPIRAN ........................................................................................... xvi
BAB I PENDAHULUAN
A. Gagasan Awal ...................................................................................... 1
B. Tujuan Studi Kelayakan ........................................................................ 5
C. Metodologi ........................................................................................... 7
D. Tinjauan Konseptual Mengenai Bisnis Terkait .................................... 13
BAB II ASPEK PASAR DAN PEMASARAN
A. Analisis Permintaan ............................................................................. 23
B. Analisis Pemasaran .............................................................................. 74
C. Segmentasi, Target Dan Posisi Bisnis Dalam Pasar ............................ 90
D. Baur Pemasaran .................................................................................... 92
E. Aspek Ekonomi, Sosial, Legal dan Politik, Lingkungan Hidup
Teknologi ............................................................................................ 108
vii
BAB III ASPEK TEKNIS
A. Aspek Jenis Aktivitas Dan Fasilitas ..................................................... 112
B. Analisis Hubungan Fungsional Antara Aktivitas
dan Fasilitas .......................................................................................... 118
C. Penghitungan Kebutuhan Ruang Fasilitas ........................................... 120
D. Pemilihan Lokasi .................................................................................. 123
E. Teknologi Yang Digunakan ................................................................. 126
BAB IV ASPEK MANAJEMEN
A. Analisis Pekerjaan ................................................................................ 127
B. Sumber Daya Manusia ......................................................................... 138
C. Aspek Yuridis ....................................................................................... 150
BAB V ASPEK FINANSIAL
A. Kebutuhan dan Sumber Dana ............................................................... 160
B. Perkiraan Biaya Operasional ................................................................ 163
C. Perkiraan Pendapatan Usaha ................................................................ 168
D. Proyeksi Neraca ................................................................................... 176
E. Proyeksi Rugi Laba .............................................................................. 176
F. Proyeksi Arus Kas ................................................................................ 177
G. Analisis Titik Impas ............................................................................. 178
H. Penilaian Investasi ................................................................................ 179
I. Manajemen Risiko ............................................................................... 193
BAB VI SIMPULAN .............................................................................................. 197
DAFTAR PUSTAKA .............................................................................................. 200
LAMPIRAN ............................................................................................................. 204
RIWAYAT HIDUP
viii
DAFTAR TABEL
No. Keterangan Halaman
1 Perkembangan Usaha Jasa Perjalanan Wisata Berskala Menengah
dan Besar Tahun 2007-2011 ............................................................................ 2
2 Jumlah Kedatangan Tamu Asing ke Sulawesi Utara tahun 2007-2013 .......... 3
3 Jumlah Kedatangan Tamu Lokal ke Sulawesi Utara tahun 2008-2010 ........... 4
4 Jumlah Kedatangan Tamu Asing ke Sulawesi Utara tahun 2007-2013 .......... 4
5 Jumlah Kedatangan tamu Lokal ke Sulawesi Utara tahun 2008-2010 ............ 25
6 Jenis Kelamin Responden ................................................................................ 26
7 Umur Responden ............................................................................................. 27
8 Status Responden ............................................................................................ 27
9 Pendidikan Responden ..................................................................................... 28
10 Pekerjaan Responden ....................................................................................... 28
11 Penghasilan per Bulan responden .................................................................... 29
12 Biaya Untuk Sekali Perjalanan dari Responden .............................................. 30
13 Kapan Responden Melakukan Perjalanan Wisata ........................................... 31
14 Intensitas Responden Melakukan Perjalanan Wisata
Dalam Satu Tahun ........................................................................................... 31
15 Intensitas Lama Responden Melakukan Perjalanan Wisata ............................ 32
16 Aspek Responden Memilih Daerah Tujuan Wisata ......................................... 32
17 Rekan Responden Dalam Melakukan Perjalanan Wisata ................................ 33
18 Responden Mendapatkan Informasi Paket Wisata .......................................... 34
19 Mayoritas Data Responden .............................................................................. 35
20 Uji Validitas ..................................................................................................... 37
21 Uji Reliabilitas ................................................................................................. 37
22 Item Total Statistics ......................................................................................... 37
23 Pernyataan Reta Tour Menawarkan Paket Tur Bunaken
One Day Trip (City Tour) ................................................................................ 39
24 Pernyataan Reta Tour Menawarkan Paket Tur 4 Hari 3 Malam
Manado-Tomohon ........................................................................................... 40
ix
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
25 Pernyataan Reta Tour Menawarkan Paket Tur 3 Hari 2
Malam Manado-Bunaken ................................................................................ 40
26 Pernyataan Reta Tour Menawarkan Paket Tur
Tangkoko One Day Trip (City Tour) ............................................................... 41
27 Pernyataan Reta Tour Menawarkan Paket Tur Tomohon
One Day Trip (City Tour) ................................................................................ 42
28 Pernyataan Reta Tour Menawarkan Paket Tur
5 Hari 4 Malam Manado-Tomohon-Bunaken ................................................. 43
29 Pernyataan Pusat Informasi Membantu Wisatawan Mendapatkan
Informasi Tentang Obyek Wisata di Tomohon dan Sekitarnya ...................... 43
30 Pernyataan Harga Paket Manado One Day Tour
Rp. 500.000-Rp.600.000 .................................................................................. 44
31 Pernyataan Harga Paket Tur 4 Hari 3 Malam Manado-Bunaken
Rp. 3.500.000 - Rp. 4.500.000 ......................................................................... 45
32 Pernyataan Harga Paket Tur 3 Hari 2 Malam Manado-Tomohon
Rp. 2.500.000-Rp. 3.500.000 ........................................................................... 46
33 Pernyataan Harga Paket Tur Tangkoko One Day Tour
Rp. 650.000 - Rp. 750.000 ............................................................................... 47
34 Pernyataan Harga Paket Tur Tomohon One Day Tour
Rp. 500.000 - Rp. 600.000 ............................................................................... 48
35 Pernyataan Harga Paket Tur 5 Hari 4 Malam
Manado-Tomohon-Bunaken Rp. 4.500.000 - Rp.5.500.000 ........................... 49
36 Pernyataan Harga Paket Tur Yang Sudah Diberikan Sudah Termasuk
Kegiatan Wisata, Akomodasi, Transportasi dan Tips Tour Leader ................. 50
37 Pernyataan Informasi Mengenai Paket Wisata Dapat Diperoleh
Dengan Mudah ................................................................................................. 51
x
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
38 Pernyataan Pemesanan Paket Wisata Dapat Dilakukan Melalui
Travel Agent .................................................................................................... 52
39 Pernyataan Informasi mengenai Paket Wisata Dapat Dilihat
Melalui Website dan Jejaring Sosial Facebook, Twitter dan Instagram ......... 53
40 Pernyataan Promosi Dilakukan Dengan Cara Advertising
Melalui Majalah, Koran, Brosur dan Papan Reklame di Jalan ........................ 54
41 Pernyataan Promosi Dilakukan Dengan Cara Personal Selling,
Konsumen Bisa Menelpon Atau Datang Ke Reta Tour ................................... 55
42 Pernyataan Memberi Harga Early Bird Kepada 5 Peserta Pertama
Yang Mendaftar ............................................................................................... 56
43 Pernyataan DAlam Rangka Kemerdekaan Bulan Agustus, Reta Tour
Memberikan Potongan Harga Sebesar 17% .................................................... 57
44 Pernyataan Memberikan Harga Khusus Pada Periode Low Season ................ 58
45 Pernyataan Membina Hubungan Baik Dengan Pemerintah, Masyarakat
Sekitar dan Semua Yang Mendukung Pelaksanaan di Reta Tour ................... 58
46 Pernyataan Karyawan Melayani Tamu Dengan Ramah dan Sopan ................ 59
47 Pernyataan Karyawan Memiliki Sikap Yang Tanggap dan
Responsif Dalam Melayani Konsumen ........................................................... 60
48 Pernyataan Karyawan Wajib Memiliki Pengetahuan Dasar
Tentang Obyek Wisata .................................................................................... 60
49 Pernyataan Penampilan Karyawan Rapih dan Bersih ..................................... 61
50 Pernyataan Karyawan Memiliki Kemampuan Berbahasa Asing ..................... 62
51 Pernyataan Karyawan Memiliki Keahlian di Bidang Yang Ditekuni ............. 62
52 Pernyataan Karyawan Memiliki Rasa Peduli, Perhatian Secara Pribadi
Yang Diberikan Kepada Konsumen (Empati) .................................................. 63
53 Pernyataan Konsumen Mudah Mengakses Situs Website Reta Tour .............. 64
54 Pernyataan Reta Tour Memiliki Fasilitas Yang Lengkap ................................ 64
xi
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
55 Pernyataan Reta Tour Memberdayakan Masyarakat
Sekitar Lingkungan .......................................................................................... 65
56 Pernyataan Reta Tour Menawarkan Paket Tur Gabungan 5 Hari 4 Malam
Manado-Tomohon-Bunaken ............................................................................ 66
57 Pernyataan Reta Tour Menawarkan Paket Tur Gabungan 3 Hari
2 Malam Manado-Tangkoko ........................................................................... 66
58 Pernyataan Reta Tour Menawarkan Paket Tur Gabungan Tomohon -
Tangkoko ......................................................................................................... 67
59 Pernyataan Reta Tour Memberikan Additional Tour Dengan
Menyaksikan Parade Marching Band Setiap Tanggal 17 Agustus ................. 68
60 Pernyataan Reta Tour Menawarkan Paket Spesial Dalam Rangka
Valentine Day ................................................................................................... 69
61 Pernyataan Reta Tour Menawarkan Paket Spesial Dalam Rangka
Hari Kemerdekaan ........................................................................................... 69
62 Pernyataan Reta Tour Menawarkan Paket Spesial Dalam Rangka
Easter Day ....................................................................................................... 70
63 Pernyataan Reta Tour Menawarkan Paket Spesial Dalam Rangka
Rangka Hari Natal ........................................................................................... 71
64 Pernyataan Reta Tour Menawarkan Paket Tur Spesial Old And New
Manado ............................................................................................................ 71
65 Pernyataan Reta Tour Bekerja sama Dengan Pihak Bank Untuk
Mempermudah Proses Pembayaran ................................................................. 72
66 Pernyataan Reta Tour Bekerja sama Dengan Maskapai Penerbangan
Domestik Seperti Garuda Indonesia, Lion Air, Air Asia, Batik Air
dan Merpati Air ............................................................................................... 73
67 Pernyataan Reta Tour Bekerja sama Dengan Pihak-Pihak Lain
Untuk Membantu Mempromosikan Paket Tur ................................................ 74
68 Daftar Biro Perjalanan Wisata Wilayah Tomohon, Manado ........................... 75
xii
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
69 Jumlah Kedatangan Tamu Asing Ke Sulawesi Utara Tahun
2007-2013 ....................................................................................................... 76
70 Jumlah Kedatangan Tamu Lokal Ke Sulawesi Utara Tahun 2008-2010 ........ 76
71 Matriks SWOT Reta Tour ................................................................................ 81
72 Faktor Yang Mempengaruhi Masuknya Pendatang Baru Dalam
Industri .......................................................................................................... 82
73 Faktor Yang Mempengaruhi Daya Beli Konsumen ........................................ 84
74 Faktor Yang Mempengaruhi Kekuatan Supplier ............................................. 86
75 Supplier Reta Tour ........................................................................................... 87
76 Faktor Yang Mempengaruhi Persaingan ......................................................... 88
77 Produk Reta Tour ............................................................................................. 94
78 Daftar Harga Paket Tur .................................................................................... 100
79 Biaya Promosi Reta Tour ................................................................................. 104
80 Packaging Reta Tour ........................................................................................ 106
81 Program dari Reta Tour ................................................................................... 107
82 Laju Pertumbuhan Ekonomi Kota Tomohon Menurut Lapangan Usaha
(Persen) TAhun 2008-2011 ............................................................................. 108
83 Daftar Biaya Promosi Melalui Website dan Jejaring Sosial ............................ 111
84 Fasilitas Kantor ................................................................................................ 117
85 Hubungan Fungsional Kantor .......................................................................... 119
86 Hubungan Fungsional Luar Kantor ................................................................. 121
87 Perhitungan Kebutuhan Ruang Fasilitas Kantor Reta Tour ............................ 121
88 Daftar Perincian Perhitungan Fasilitas Reta Tour ........................................... 123
89 Pemilihan Lokasi ............................................................................................. 128
90 Deskripsi Pekerjaan Karyawan Reta Tour ....................................................... 130
91 Jumlah Tenaga Kerja Yang Dibutuhkan .......................................................... 130
92 Spesifikasi Pekerjaan Karyawan Reta Tour ................................................... 136
93 Jumlah Karyawan Reta Tour ........................................................................... 136
94 Jadwal Jam Kerja Karyawan Reta Tour .......................................................... 143
xiii
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
95 Daftar Gaji Karyawan Reta Tour .................................................................... 150
96 Biaya Pelatihan dan Pengembangan Karyawan .............................................. 151
97 Tabel Identitas Pemegang Saham .................................................................... 159
98 Perkiraan Biaya Investasi ................................................................................ 160
99 Sumber Dana Reta Tour .................................................................................. 161
100 Suku Bunga Kredit Rupiah .............................................................................. 161
101 Biaya Operasional Reta Tour ........................................................................... 163
102 Tarif Penyusutan .............................................................................................. 165
103 Tarif Penyusutan Harta Tak Berwujud Dan Masa Manfaat ............................ 165
104 Rating PAR/IAR .............................................................................................. 167
105 Asumsi Kapasitas ............................................................................................. 168
106 Perhitungan Paket Lake Around ...................................................................... 170
107 Perhitungan Paket Treasure Hunt .................................................................... 171
108 Perhitungan Paket Wild Wild Fun .................................................................... 172
109 Perhitungan Paket City of Jungle ..................................................................... 173
110 Perhitungan Paket Old And New Manado ....................................................... 174
111 Perhitungan Paket Dancing Dolphin ............................................................... 175
112 Asumsi Dalam Proyeksi Arus Kas .................................................................. 177
113 Perhitungan Titik Impas Tahun Pertama Reta Tour ........................................ 178
114 Reksadana ........................................................................................................ 180
115 Obligasi Negara ............................................................................................... 181
116 Suku Bunga Deposito ...................................................................................... 182
117 SBI Rate ........................................................................................................... 183
118 Rata-Rata Tingkat Diskonto Investasi ............................................................. 183
119 Perhitungan Manual IRR ................................................................................. 184
120 Perhitungan NPV ............................................................................................. 186
121 Perhitungan Payback Period ........................................................................... 187
122 Perhitungan Profitability Index ........................................................................ 188
xiv
DAFTAR TABEL (Lanjutan)
No. Keterangan Halaman
123 Liquidity Ratio Reta Tour ............................................................................... 189
124 Solvency Ratio Reta Tour ................................................................................ 190
125 Profitability Ratio Reta Tour .......................................................................... 192
xv
DAFTAR GAMBAR
No. Keterangan Halaman
1 Porter's Five Forces ......................................................................................... 89
2 Logo Reta Tour ................................................................................................. 97
3 Flow Chart Kegiatan didalam Kantor ............................................................... 115
4 Struktur Organisasi ........................................................................................... 135
5 Rumus NPV ...................................................................................................... 186
xvi
DAFTAR LAMPIRAN
Lampiran Keterangan Halaman
Lampiran A A-1 Kuesioner Penelitian ......................................................... 204
Lampiran B Desain
B-1 Layout Lantai 1 ................................................................. 210
B-2 Layout Lantai 2 ................................................................. 211
B-3 Desain 3D Ruang Direktur ................................................ 212
B-4 Desain 3D Ruang Meeting ................................................ 212
B-5 Desain 3D Ruang Staf ....................................................... 213
B-6 Desain 3D Ruang Dapur ................................................... 213
B-7 Desain 3D Bangunan (Tampak Depan) ............................ 214
B-8 Desain 3D Front Office ..................................................... 214
B-9 Desain Facebook ............................................................... 215
B-10 DesainTwitter .................................................................. 215
B-11 Desain Brosur City of Jungle Tour ................................. 216
B-12 Desain Brosur LAke Around Tour ................................... 217
B-13 Desain Brosur Wild Wild Fun Tour ............................... 218
B-14 Desain Brosur Treasure Hunt ......................................... 219
B-15 Desain Brosur Culture Shock Tour ................................. 220
B-16 Desain Brosur Old and New Manado ............................. 221
Lampiran C Tour Quotation
C-1 Tour Calculation Culture Shock Tour ............................. 222
C-2 Tour Calculation Treasure Hunt Tour ............................. 224
C-3 Tour Calculation Ild and New Manado ........................... 227
C-4 Tour Calculation Lake Around Tour ............................... 229
C-5 Tour Calculation Wild Wild Fun Tangkoko Tour ............ 231
C-6 Tour Calculation City of Jungle Tour .............................. 233
xvii
DAFTAR LAMPIRAN (Lanjutan)
Lampiran Keterangan Halaman
Lampiran D Keuangan
D-1 Perkiraan Biaya Investasi .................................................. 235
D-2 Equipment .......................................................................... 236
D-3 Tabel Depresiasi ................................................................ 237
D-4 Data Support ..................................................................... 238
D-5 Asumsi : Harga Jual Produk Diasumsikan Setiap Tahun
Mengikut Inflasi dan Growth ............................................ 239
D-6 Kapasitas Reta Tour ......................................................... 241
D-7 Sales Per Tahun ................................................................. 242
D-8 COGS ................................................................................ 248
D-9 Jadwal Pembayaran Pinjaman Investasi Periode 1-10
Tahun ................................................................................ 254
D-10 Jadwal Pinjaman Modal Kerja Periode 1-10 Tahun .......... 255
D-11 Expenses ........................................................................... 256
D-12 Income Statement Projection .......................................... 258
D-13 Cash Flow Projection ...................................................... 260
D-14 BEP Analysis ................................................................... 262
D-15 Balance Sheet Projection ................................................ 263
D-16 Financial Ratios .............................................................. 264
D-17 Payback Period ................................................................ 265
D-18 Manual IRR ..................................................................... 266
D-19 PAR Insurance .................................................................. 267
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