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