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

JASA VACUUM CLEAN AND HEALTH DI RUKO MALL TAMAN PALEM,

JAKARTA BARAT ini ditujukan untuk memenuhi sebagian persyaratan

akademik guna memperoleh Gelar Sarjana Sains Terapan Pariwisata (S.ST.Par.)

Jurusan 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 sebesar-besarnya kepada semua

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

kepada:

1. Bapak Dr. Adinoto Nursiana, S.E., M.M., selaku Pembimbing dan

Anggota Tim Penguji.

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

Tinggi Pariwisata Pelita Harapan dan Ketua Tim Penguji.

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

Usaha Wisata dan Anggota Tim Penguji.

4. Ibu Amelda Pramezwary, A.Par., M.M., selaku Penasehat Akademik.

5. Semua dosen Sekolah Tinggi Pariwisata Pelita Harapan.

6. Staf Karyawan STPPH yang telah membantu penulis dalam kegiatan

administratif.

7. Staf Karyawan perpustakaan UPH Johannes Oentoro yang telah

membantu penulis hingga lulus kuliah.

8. Orangtua, kakak, paman, serta bibi yang telah memberikan dukungan

moril, doa dan kasih sayang.

9. Teman-teman seperjuangan, yaitu Jerry, Jessica, Deta, Angellia,

Giovanna, Wendy, Cindy, Andryan, Martha, Kartika, Melisa,

Michelle, Made, Ricky, Dona, Syncheria, Resky, Diana, Alyssa, Vica

dan Dolfi yang selalu mendukung, saling membantu dan memberikan

perhatian.

10. Para alumni, Janet, Stephanie, Anna, dan Lisya yang telah membantu

mengarahkan dan memberikan masukan.

11. Keluarga besar Transpanorama Tours and Travel, yaitu Pak Teddy,

Pak Ricky, Ibu Merry Christine, Bu Esther, Pak Rizal, Pak Handy, Bu

Dhian, Ivan dan Melissa yang telah mendukung dan juga membimbing

selama kegiatan magang berlangsung.

12. Teman-teman yang ada di Batam, Amos, Edy, Gedsa, Ardian,

Priscillia, dan Desy, yang telah membantu, menjaga dan memberikan

perhatian selama tinggal di Batam.

13. 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

Ferdian Octavianus

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 ................................................................................... xiii

BAB I PENDAHULUAN

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

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

C. Metodologi ................................................................................... 8

D. Tinjauan Konseptual Mengenai Bisnis Terkait ............................ 11

BAB II ASPEK PASAR DAN PEMASARAN

A. Analisis Permintaan ..................................................................... 18

B. Analisis Penawaran ...................................................................... 48

C. Segmentasi, Target Dan Posisi Bisnis Dalam Pasar .................... 60

D. Baur Pemasaran .. .......................................................................... 64

E. Aspek Ekonomi, Sosial, Politik, Lingkungan Hidup

Dan Teknologi .............................................................................. 76

BAB III ASPEK TEKNIS

A. Aspek Jenis Aktivitas Dan Fasilitas ............................................. 80

B. Aspek Hubungan Fungsional Antara Aktivitas

Dan Fasilitas ................................................................................. 89

C. Penghitungan Kubutuhan Ruang Fasilitas ................................... 93

D. Pemilihan Lokasi .......................................................................... 93

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E. Teknologi Yang Digunakan ......................................................... 95

BAB IV ASPEK MANAJEMEN

A. Pengorganisasian .......................................................................... 97

B. Sumber Daya Manusia ................................................................. 108

C. Aspek Yuridis .............................................................................. 117

BAB V ASPEK FINANSIAL

A. Kebutuhan Dan Sumber Dana ...................................................... 129

B. Perkiraan Biaya Operasional ........................................................ 132

C. Perkiraan Pendapatan Usaha ........................................................ 136

D. Proyeksi Neraca ........................................................................... 138

E. Proyeksi Rugi Laba ...................................................................... 139

F. Proyeksi Arus Kas ........................................................................ 139

G. Analisis Titik Impas ..................................................................... 140

H. Penilaian Investasi ........................................................................ 141

I. Manajemen Risiko ....................................................................... 154

BAB VI SIMPULAN

A. Pendahuluan ................................................................................. 159

B. Aspek Psar dan Pemasaran ........................................................... 160

C. Aspek Teknis ................................................................................. 161

D. Aspek Manajemen ........................................................................ 162

E. Aspek Keuangan .......................................................................... 163

DAFTAR PUSTAKA ………………………………………………..………. 165

LAMPIRAN

DAFTAR RIWAYAT HIDUP

ix

DAFTAR GAMBAR

No. Keterangan Halaman

1. Motivasi Penggunaan Jasa Vacuum ....................................................... 5

2. Tingkat Keterjangkauan Harga ............................................................. 5

3. Periode Pengulangan ............................................................................. 6

4. Grafik Pertumbuhan Penduduk DKI Jakarta 1990-2011 ...................... 19

5. Five Forces Porter ................................................................................ 55

6. Logo Jasa Vacuum Clean & Health ...................................................... 66

7. Flowchart Aktivitas Jasa Vacuum Clean & Health ............................... 84

8. Rainbow E-Series .................................................................................. 87

9. Kirby Sentria ......................................................................................... 87

10. Struktur Organisasi ............................................................................... 105

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DAFTAR TABEL

No. Keterangan Halaman

1. Jumlah Penduduk, Luas Wilayah, dan Kepadatan Penduduk DKI

Jakarta Menurut Kabupaten/Kota Administrasi ...................................... 18

2. Profil Responden ..................................................................................... 21

3. Minat Pasar ............................................................................................. 23

4. Baur Pemasaran – Product ...................................................................... 24

5. Baur Pemasaran – Price .......................................................................... 25

6. Baur Pemasaran – Place .......................................................................... 27

7. Baur Pemasaran – Promotion ................................................................. 28

8. Baur Pemasaran – People ........................................................................ 29

9. Baur Pemasaran – Packaging .................................................................. 29

10. Baur Pemasaran – Programming ............................................................ 30

11. Baur Pemasaran – Partnership ................................................................ 31

12. Minat Pasar .............................................................................................. 33

13. Baur Pemasaran – Product ....................................................................... 34

14. Baur Pemasaran – Price ........................................................................... 35

15. Baur Pemasaran – Place .......................................................................... 37

16. Baur Pemasaran – Promotion ................................................................. 37

17. Baur Pemasaran – People ........................................................................ 38

18. Baur Pemasaran – Packaging .................................................................. 38

19. Baur Pemasaran – Programming ............................................................ 39

20. Baur Pemasaran – Partnership................................................................. 40

21. Rekomendasi Responden ........................................................................ 40

22. Reliability Statistics ................................................................................ 41

23. Item-Total Statistics ................................................................................ 41

24. Reliability Statistics ................................................................................ 44

25. Item-Total Statistics ................................................................................ 45

26. Comparison With Competitors ................................................................ 49

27. Vacuum Cleaner Utama .......................................................................... 54

28. Matriks Analisis SWOT .......................................................................... 58

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29. Analisa Strength dan Weakness Kompetitor .......................................... 59

30. Generic Business Strategic ..................................................................... 63

31. Harga Produk Jasa Vacuum Clean & Health .......................................... 67

32. Biaya Iklan Info Gading Group .............................................................. 69

33. Biaya Iklan .............................................................................................. 69

34. Biaya Neon Box ...................................................................................... 70

35. Biaya Pencetakan Brosur ........................................................................ 70

36. Biaya Merchandising Satu Tahun Pertama ............................................. 71

37. Biaya Promosi Satu Tahun Pertama ........................................................ 72

38. Durasi Pembersihan ................................................................................ 83

39. Hubungan Fungsional antara Aktivitas dan Fasilitas ............................... 89

40. Perhitungan Kebutuhan Ruang Fasilitas ................................................. 89

41. Daftar Peralatan dan Perlengkapan Jasa Vacuum Clean & Health ......... 90

42. Pemilihan Lokasi Kantor Jasa Vacuum Clean & Health ......................... 95

43. Kebutuhan Tenaga Kerja ......................................................................... 99

44. Pengeluaran Biaya Gaji per-tahun .......................................................... 99

45. Deskripsi Pekerjaan ................................................................................. 99

46. Spesifikasi Pekerjaan ............................................................................ 101

47. Pembagian Jam Kerja Pegawai ............................................................. 107

48. Pembagian Jadwal Off Operational Staff .............................................. 108

49. Besar Iuran JAMSOSTEK .................................................................... 113

50. Daftar Harga Biaya Legal ..................................................................... 128

51. Perkiraan Biaya Investasi Awal ............................................................ 129

52. Sumber Dana ......................................................................................... 130

53. Suku Bunga Kredit Rupiah ................................................................... 130

54. Rating PAR/IAR .................................................................................... 134

55. Biaya Operasional Tahun Pertama ........................................................ 136

56. Proyeksi Lamanya Waktu Pembersihan Barang Dalam Satu Rumah

(per-barang) ........................................................................................... 137

57. Kapasitas Maksimal Tim Pelanggan Rumah Tangga Dalam 1 Bulan .. 137

58. Kapasitas Maksimal Tim Pelanggan Corporate Dalam 1 Bulan ........... 138

59. Perhitungan Titik Impas Tahun Pertama ............................................... 141

xii

60. Perhitungan Payback Period ................................................................. 142

61. Reksadana Bank BCA ........................................................................... 143

62. Suku Bunga Deposito ............................................................................ 144

63. Obligasi Negara ..................................................................................... 145

64. Rata-rata Tingkat Diskonto Investasi .................................................... 146

65. Perhitungan Manual IRR ....................................................................... 146

66. Perhitungan NPV .................................................................................. 148

67. Perhitungan Profitability Index ............................................................. 149

68. Liquidity Ratio Jasa Vacuum Clean & Health ...................................... 150

69. Solvency Ratio Jasa Vacuum Clean & Health ....................................... 151

70. Profitability Ratios Jasa Vacuum Clean & Health ................................ 153

71. Financial Ratio Evaluation ................................................................... 154

72. Sensitivitas-Pendapatan Tetap-Beban Meningkat ................................. 158

73. Sensitivitas-Pendapatan Turun-Beban Tetap ........................................ 158

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DAFTAR LAMPIRAN

Lampiran Keterangan Halaman

Lampiran A Kuesioner

A-1 Kuesioner Rumah Tangga ................................................. 168

A-2 Kuesioner Corporate .......................................................... 174

Lampiran B Design

B-1 Logo dan Seragam .............................................................. 180

B-2 Kartu Nama dan Voucher ................................................... 181

B-3 Brosur ................................................................................. 182

B-4 Website ............................................................................... 183

B-5 Denah ................................................................................. 185

B-6 Design 3D .......................................................................... 186

Lampiran C Laporan Keuangan

C-1 Data Support ...................................................................... 187

C-2 Expenses .............................................................................. 188

C-3 Equipment ........................................................................... 189

C-4 Kapasitas ............................................................................ 192

C-5 Packages & Supplies ........................................................... 194

C-6 Sales .................................................................................. 197

C-7 Depretiation ........................................................................ 198

C-8 Cash Flow Projection ......................................................... 199

C-9 Income Statement Projection .............................................. 201

C-10 Balance Sheet Projection ................................................... 203

C-11 Payback Period .................................................................. 204

C-12 Break Even Point Analysis ................................................ 205

C-13 Finantial Ratio Projection ................................................. 206

C-14 Sensitivity Analysis ........................................................... 207

C-15 Equity Change ................................................................... 208

C-16 Manual IRR ....................................................................... 209

C-17 Jadwal Pembayaran Pinjaman Investasi ............................ 210

C-18 Detail Pinjaman Modal Kerja ........................................... 211

xiv

C-19 Jadwal Pembayaran Pinjaman Investasi .......................... 212

C-20 Suku Bunga Kredit ........................................................... 213

C-21 Suku Bunga Deposito ........................................................ 214

C-22 Obligasi ............................................................................. 215

C-23 Reksadana dan Inflasi ...................................................... 216