Gabriella M. Hutasoit, Endang Chumaidiyah, Budi Praptono


Nusantara Cafe was first established in 2018 as a traditional canteen. As known as a traditional one, the menus provided by the canteen are Indonesian main courses and beverages such as; tea, coffee, etc. This culinary business is located in the Central of Jakarta, which has an advantage of being in the central of industrial offices and businesses area. As a traditional canteen, the income of this business is still low and stagnant. However, based on the owner, one of the reasons is the lack of promotion and introduction to people around the canteen. Therefore, the owner of the business decided to take the opportunity to make a development in the business. The market potential of this area are workers which offices’ are located in the central of the city. In order to establish the Cafe, a feasibility analysis is needed beforehand. The method used for the feasibility analysis is seperated into market aspect, technical aspect, and financial aspect. Based on the research, the method used in collecting data is by distributing questionnaires. The calculation shows that the potential market value is 90% which equals to 119.321 prospective customers in a year. The target market is valued 1% of the available market which equals to 12.743 prospective visitors. The output of feasibility analysis based on the financial aspect is the amount of Net Present Value (NPV), Internal Rate of Return (IRR), and Payback Period (PBP) based on the investment period. Briefly, the value of NPV equals to Rp 56.025.515, the IRR value is 20,8%, and the PBP is 4,2 years. To summarize, the IRR value is bigger than Minimum Attractive Rate of Return (MARR) value, which is 10,25%. Therefore, the business is feasible to be developed.

Keywords: Nusantara Cafe, NPV, IRR, PBP, MARR

Full Text:



A A Nur, C. E. (2016). Developing Institutional Model for Association of Agricultural SMEs. American Scientific Publishers, 1.

AZ Rahardja, E. C. (2019). Feasibility Analysis on the Development of Steel Sheet Zinc Plated and Galvalum Production Factory PT. S Steel. IOP Conference Series: Materials Science and Engineering, 1.

Bekraf. (2016).

Bekraf. (2018). Bekraf Indonesia. Retrieved from Badan Ekonomi Kreatif Indonesia: http://www.bekraf.go.id/subsektor/page/kuliner

BPS. (2018, September 26). Badan Pusat Statistik. Retrieved from Badan Pusat Statistik : Data BPS: https://jakpuskota.bps.go.id/publication/2018/09/26/17ea6b97e123efc728c96cfa/kecamatan-sawah-besar-dalam-angka-2018.html

Chumaidiyah, E. (2013). Marketing mix strategy in increasing marketing performance in Indonesia telecommunication services companies. Information and Communication Technology (ICoICT).

Chumaidiyah, E. (2017). Value Chain Map of Small Agricultural Product-Processing Enterprises in Bandung, Indonesia. Int. J Sup. Chain. Mgt, 1.

Dr. Kasmir, S. M., & Jakfar, S.E., M.M. (2017). Studi Kelayakan Bisnis Edisi Revisi. Jakarta: Kencana.

Endang Chumaidiyah, R. A. (2018). Strategy for Capability Development of Knitting Small. Proceedings of the International Conference on Industrial Engineering and Operations Management (p. 7). Bandung: IEOM Society International.

Ginting. (2007). Sistem Pengolahan Lingkungan dan Limbah Industri. Bandung .

Latifa, H. (2018). Analisis Aspek Bisnis dan Manajemen Risiko pada Bisnis Catering Diet Sehat "Dapur Menthik". 60.

N W Soraya, E. C. (2017). Feasibility study analysis for multi-function dual energy oven (case study: tapioca crackers small medium enterprise). (p. 1). Bandung: IOP Publishing.

Sugiyono. (2004). Metode Penelitian. Bandung: Alfabeta.


  • There are currently no refbacks.