ABSTRACT Andri Darmasaputra (03320080035) "ISTANA RETAIL ACCESSORIES" DEVELOPMENT STRATEGY
RETAIL
BUSINESS
(xviii + 134 pages: 44 tables, 15 figures, 3 appendixes) Domestic Gross Product (GDP) in Indonesia is increasing year after year. The increasing of GDP also means the development of people's standard for living and followed by the improvement of life style and education. People life style can be seen from the appearance of people. Women wear some accessories such as necklace, bracelet, ring, earrings, etc to improve their appearance. "Istana Accessories" as a women accessories wholesale company, felt the increase in retail sales. These situation support Istana Accessories to reach new bussiness field which is retail market. In retail market Istana Accessories can gain more customer and profit and also help to sell any leftover items from Istana Accessories. However to reach a new business field, Istana Accessories must have a proper preparation. Hence, feasibility study is need to be done and after that there will be a strategy formulation for the new company. In the feasibility study, there are six aspect to be analyzed which are market aspect, marketing aspect, technical aspect, management aspect, legal aspect and financial aspect. Based on the feasibility study, the new company will be known as PT. Istana Retail Accessories which is located at ITC Mangga Dua 4th floor block C No. 58 for the store and at Jalan Pangeran Jayakarta 26 No 16B for the office. The result of the investment analysis of the NPV method is Rp 273,956,875, IRR is 34.47% which is greater than the value of MARRf 14.49%. Furthermore, PP method is 3 years 3 months and 2 days. Based on the results of the feasibility study, Istana Retail Accessories is feasible to run and profitable. Next is the strategy formulation with SWOT matrix method. The result of strategy formulation are to open a new store in other shopping mall and places and open company's website. Other strategies are to give training for the Sales Promotion Boys (SPB) and conduct a staff perfomance review every year. The last strategies are to review critics and suggestions from customer and supply new products into the store every week.
Key Words : Feasibility Study, Feasibility Analysis, SWOT Analysis, Development Strategy, Retail Business References : 15 (1995-2011)
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KATA PENGANTAR
Puji dan syukur yang dalam saya panjatkan ke hadiran Tuhan Yang Maha Pemurah, karena berkat kemurahanNya saya dapat menyelesaikan Tugas Akhir ini dengan baik dan tepat waktu. Tugas Akhir ini berjudul STRATEGI PENGEMBANGAN BISNIS RITEL "ISTANA RETAIL ACCESSORIES". Laporan ini disusun sebagai salah satu syarat kelulusan untuk memperoleh gelar Sarjana Teknik Industri Strata Satu (program S-1) Universitas Pelita Harapan. Penyelesaian makalah ini tidak lepas dari bimbingan, arahan, koreksi dan saran dari berbagai pihak lain sehingga untuk itu saya ingin mengucapkan terima kasih kepada:
Bapak Herman Kanalebe, Ph.D selaku Dekan Fakultas Teknik Industri.
Bapak Laurence, MT selaku Kepala Jurusan Teknik Industri dan koordinator kerja praktek.
Ibu Ir. Linasani Hadi, MSEM selaku dosen pembimbing satu yang telah memberikan masukan ide, saran dan bimbingannya sehingga tugas akhir ini dapat terselesaikan.
Ibu Agustina Christiani, M.Eng.Sc selaku dosen pembimbing dua yang telah memberikan perbaikan, saran, petunjuk dan bimbingannya sehingga tugas akhir ini dapat terselesaikan.
Seluruh Bapak dan Ibu Dosen Universitas Pelita Harapan lainnya yang telah memberikan masukan dan kontribusi selama perkuliahan.
Ibu Angelina Wongkar dan Ibu Adelia Wongkar selaku Presiden Direktur Istana Accessories dan kakak saya yang selalu memberikan masukan, data, informasi dan ide dalam penulisan Tugas Akhir ini.
Seluruh karyawan Istana Accessories yang membantu dalam pengumpulan data dan menjawab pertanyaan-pertanyaan.
Orang tua dan keluarga saya yang telah mendukung saya setiap saat baik dengan dukungan materi ataupun moriil.
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Nobita, Pelonia, VJ, Fibola, tante Ratna, Bra, Hans dan rekan-rekan mahasiswa/i yang telah banyak
memberikan masukan dan dukungan
untuk makalah ini; Pada akhir kata, saya hanya ingin meminta maaf bila ada kata-kata yang salah atau menyinggung para pembaca, karena saya tahu Tugas Akhir ini masih jauh dari sempurna. Terima kasih dan saya ucapkan selamat membaca.
Jakarta, 5 Januari 2012
Andri Darmasaputra
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DAFTAR ISI
HALAMAN JUDUL PERNYATAAN KEASLIAN TUGAS AKHIR PERSETUJUAN DOSEN PEMBIMBING PERSETUJUAN TIM PENGUJI TUGAS AKHIR ABSTRACT ............................................................................................................ v KATA PENGANTAR ........................................................................................... vi DAFTAR ISI ........................................................................................................ viii DAFTAR TABEL ................................................................................................ xiii DAFTAR GAMBAR ............................................................................................ xv DAFTAR RUMUS .............................................................................................. xvi DAFTAR LAMPIRAN ....................................................................................... xvii BAB I PENDAHULUAN ....................................................................................... 1 1.1
Latar Belakang ......................................................................................... 1
1.2
Pokok Permasalahan ................................................................................. 2
1.3
Batasan Masalah ....................................................................................... 3
1.4
Tujuan Penelitian ...................................................................................... 3
1.5
Sistematika Penulisan ............................................................................... 4
BAB II TINJAUAN PUSTAKA............................................................................. 7 2.1
Studi Kelayakan Bisnis ............................................................................ 7
2.1.1
Aspek Pasar ....................................................................................... 9
2.1.2
Aspek Pemasaran ............................................................................ 10
2.1.3
Aspek Teknis ................................................................................... 11
2.1.4
Aspek Manajemen ........................................................................... 12
2.1.5
Aspek Hukum ................................................................................. 13
2.1.6
Aspek Keuangan ............................................................................. 14
2.2
Kuesioner................................................................................................ 16
2.3
SWOT Matrix ......................................................................................... 17
BAB III METODE PENELITIAN........................................................................ 20
viii
3.1
Metode Penelitian ................................................................................... 20
3.1.1
Penelitian Pendahuluan ................................................................... 20
3.1.2
Tinjauan Pustaka ............................................................................. 21
3.1.3
Perumusan Masalah ........................................................................ 21
3.1.4
Tujuan Penelitian ............................................................................ 21
3.1.5
Pengumpulan Data .......................................................................... 22
3.1.6
Studi Kelayakan .............................................................................. 22
3.1.7
Perumusan Strategi Pengembangan ................................................ 24
3.1.8
Kesimpulan dan Saran..................................................................... 24
3.2
Metode Penyusunan Kuesioner .............................................................. 26
3.2.1
Penentuan Tujuan Kuesioner .......................................................... 26
3.2.2
Penentuan Variabel Pertanyaan....................................................... 26
3.2.3
Penyusunan Kuesioner .................................................................... 27
3.2.4
Penentuan Populasi ......................................................................... 28
3.2.5
Penentuan Jumlah Sampel............................................................... 28
3.2.6
Penyebaran Kuesioner ..................................................................... 29
3.2.7
Pengolahan Hasil Kuesioner ........................................................... 29
3.2.8
Analisis Hasil Kuesioner ................................................................. 30
BAB IV PEMBAHASAN SURVEY .................................................................... 32 4.1
Profil responden ..................................................................................... 33
4.2
Data perilaku konsumen dalam berbelanja aksesoris wanita ................. 36
4.3
Selera responden ..................................................................................... 38
4.4 Variabel yang mempengaruhi responden dalam memilih tempat belanja aksesoris ............................................................................................................ 39 4.5
Data ketertarikan responden ................................................................... 42
BAB V ASPEK PASAR ....................................................................................... 43 5.1
Target Pasar ............................................................................................ 43
5.2
Deskripsi dan Konsep Bisnis .................................................................. 44
5.3
Kompetitor Bisnis................................................................................... 46
5.4
Analisis SWOT....................................................................................... 49
BAB VI ASPEK PEMASARAN .......................................................................... 53
ix
6.1
Strategi Product ...................................................................................... 53
6.2
Strategi Price .......................................................................................... 55
6.3
Strategi Promotion ................................................................................. 56
6.3.1
Pembuatan Website ......................................................................... 56
6.3.2
Program Bonus ................................................................................ 57
6.3.3
Program Membership ...................................................................... 58
BAB VII ASPEK TEKNIS ................................................................................... 59 7.1
Lokasi ..................................................................................................... 59
7.2
Layout Toko dan Kantor......................................................................... 66
7.3
Peralatan yang Dibutuhkan..................................................................... 69
BAB VIII ASPEK MANAJEMEN ....................................................................... 72 8.1
Visi dan Misi .......................................................................................... 72
8.2
Struktur Organisasi ................................................................................. 72
8.3
Job Description ....................................................................................... 74
8.3.1
Director ........................................................................................... 74
8.3.2
Administration Staff ........................................................................ 74
8.3.3
Warehouse Staff .............................................................................. 74
8.3.4
Store Manager ................................................................................. 75
8.3.5
Transportation Staff ........................................................................ 75
8.3.6
IT Staff ............................................................................................. 75
8.3.7
Sales Promotion Boy ....................................................................... 76
8.4
Tanggung Jawab dan Tugas ................................................................... 76
8.4.1
Director ........................................................................................... 76
8.4.2
Administration Staff ........................................................................ 77
8.4.3
Warehouse Staff .............................................................................. 77
8.4.4
Store Manager ................................................................................. 78
8.4.5
Transportation Staff ........................................................................ 78
8.4.6
IT Staff ............................................................................................. 79
8.4.7
Sales Promotion Boy ....................................................................... 79
8.5
Persyaratan Umum dan Kebutuhan Tenaga Kerja ................................. 80
8.6
Waktu Operasional ................................................................................. 81 x
BAB IX ASPEK HUKUM ................................................................................... 83 9.1
Badan Usaha ........................................................................................... 83
9.2
Persyaratan Pendirian Perseroan Terbatas (PT) ..................................... 83
9.3
Pengurusan Dokumen Perizinan Perseroan Terbatas ............................. 84
9.3.1
Akta Notaris .................................................................................... 85
9.3.2
Surat Keterangan Domisili Perusahaan ........................................... 86
9.3.3
NPWP (Nomor Pokok Wajib Pajak) ............................................... 87
9.3.4
SITU (Surat Izin Tempat Usaha) .................................................... 89
9.3.5
SIUP (Surat Izin Usaha Perdagangan) ............................................ 91
9.3.6
TDP (Tanda Daftar Perusahaan) ..................................................... 93
9.3.7
SPPKP (Surat Pengukuhan Pengusaha Kena Pajak) ....................... 95
9.4
Pajak ....................................................................................................... 96
BAB X ASPEK KEUANGAN ............................................................................. 97 10.1 Biaya Awal ............................................................................................. 97 10.1.1
Biaya Penyewaan Toko dan Kantor ................................................ 97
10.1.2
Biaya Peralatan dan Perlengkapan .................................................. 98
10.1.3
Biaya Perizinan Pendirian Perseroan Terbatas ............................... 99
10.1.4
Biaya Instalasi ............................................................................... 100
10.1.5
Total Biaya Awal .......................................................................... 102
10.2 Biaya Operasional ................................................................................ 102 10.2.1
Gaji Tenaga Kerja ......................................................................... 102
10.2.2
Biaya Utilitas ................................................................................. 103
10.2.3
Biaya Transportasi ........................................................................ 106
10.2.4
Biaya Perawatan ............................................................................ 106
10.2.5
Office Supplies .............................................................................. 107
10.2.6
Pajak Kendaraan Bermotor ........................................................... 107
10.2.7
Biaya Produk ................................................................................. 108
10.3
Pajak Penghasilan ................................................................................. 109
10.4 Asumsi Perhitungan ............................................................................. 110 10.5 Modal.................................................................................................... 116 10.6 Arus Kas ............................................................................................... 117 xi
10.7
Metode Penilaian Investasi ............................................................... 117
10.7.1
Net Present Value (NPV) .............................................................. 118
10.7.2
Internal Rate of Return (IRR) ....................................................... 119
10.7.3
Payback Period (PP) ..................................................................... 121
BAB XI STRATEGI PENGEMBANGAN ........................................................ 122 11.1 Strengths-Opportunities (SO) ............................................................... 122 11.2 Weaknesses-Opportunities (WO) ......................................................... 123 11.3 Strengths-Threats (ST) ......................................................................... 124 11.4 Weakness-Threats (WT)....................................................................... 125 11.5 Perincian Penerapan Strategi Pengembangan ...................................... 126 BAB XII KESIMPULAN DAN SARAN ........................................................... 127 12.1 Kesimpulan ........................................................................................... 127 12.2 Saran ..................................................................................................... 132 DAFTAR PUSTAKA ......................................................................................... 133
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DAFTAR TABEL
Tabel 4.1 Hasil Uji Validitas................................................................................. 40 Tabel 4.2 Hasil Uji Reliabilitas ............................................................................. 40 Tabel 4.3 Kriteria Reliabilitas ............................................................................... 41 Tabel 4.4 Pengurutan Tingkat Kepentingan.......................................................... 41 Tabel 5.1 Kompetitor Istana Retail Accessories ................................................... 47 Tabel 6.1 Porsi Produk .......................................................................................... 54 Tabel 6.2 Contoh Produk ...................................................................................... 56 Tabel 7.1 Lokasi Toko Istana Retail Accessories ................................................. 60 Tabel 7.2 Lokasi Kantor Istana Retail Accessories .............................................. 63 Tabel 7.3 Peralatan Toko ...................................................................................... 69 Tabel 7.4 Peralatan Kantor .................................................................................... 70 Tabel 8.1 Persyaratan Umum dan Kebutuhan Tenaga Kerja ................................ 80 Tabel 8.2 Kode Persyaratan Umum ...................................................................... 81 Tabel 8.3 Waktu Operasional Istana Retail Accessories ...................................... 81 Tabel 10.1 Perincian Biaya Sewa Toko dan Kantor ............................................. 98 Tabel 10.2 Rincian Total Biaya Perlengkapan ...................................................... 98 Tabel 10.3 Perincian Total Biaya Peralatan dan Perlengkapan ............................ 99 Tabel 10.4 Perincian Pendirian PT. Golongan Kecil .......................................... 100 Tabel 10.5 Rincian Paket Internet Telkom Speedy ............................................. 100 Tabel 10.6 Perincian Kebutuhan Daya Listrik .................................................... 101 Tabel 10.7 Total Biaya Instalasi.......................................................................... 101 Tabel 10.8 Total Biaya Awal .............................................................................. 102 Tabel 10.9 Perincian Kebutuhan dan Gaji Tenaga Kerja .................................... 103 Tabel 10.10 Perincian Tagihan Air Per Bulan .................................................... 104 Tabel 10.11 Perincian Pemakaian Telepon ......................................................... 105 Tabel 10.12 Total Biaya Utilitas ......................................................................... 106 Tabel 10.13 Perincian Biaya Perawatan.............................................................. 107 Tabel 10.14 Perincian Biaya Office Supplies ...................................................... 107
xiii
Tabel 10.15 Perincian Biaya Produk ................................................................... 109 Tabel 10.16 Perincian Pajak Penghasilan ........................................................... 110 Tabel 10.17 Tingkat Inflasi ................................................................................. 110 Tabel 10.18 Perincian Biaya Bulanan ................................................................. 112 Tabel 10.19 Data Penjualan Ritel Istana Accessories ......................................... 112 Tabel 10.20 Perincian Pemasukan Bulanan Tahun 2012 .................................... 114 Tabel 10.21 Perincian Biaya Produk per Bulannya ............................................ 115 Tabel 10.22 Bunga Deposito ............................................................................... 116 Tabel 10.23 Perhitungan Payback Period ........................................................... 121 Tabel 11.1 Strategi SO ........................................................................................ 123 Tabel 11.2 Strategi WO....................................................................................... 124 Tabel 11.3 Strategi ST......................................................................................... 124 Tabel 11.4 Strategi WT ....................................................................................... 125 Tabel 11.5 Perincian Penerapan Strategi Pengembangan ................................... 126 Tabel 12.1 Hasil Penilaian Investasi ................................................................... 131 Tabel 12.2 Perincian Penerapan Strategi Pengembangan ................................... 131
xiv
DAFTAR GAMBAR
Gambar 3.1 Diagram Alir Metode Penelitian ....................................................... 25 Gambar 3.2 Metode Penyusunan Kuesioner ......................................................... 31 Gambar 4.1 Pendidikan dan Umur Responden ..................................................... 33 Gambar 4.2 Pekerjaan dan Pendapatan Responden .............................................. 34 Gambar 4.3 Tempat Tinggal Responden .............................................................. 35 Gambar 4.4 Lokasi Belanja Favorit Responden ................................................... 36 Gambar 4.5 Jumlah Aksesoris yang Dibeli dan Biaya yang Dikeluarkan Per Bulannya ............................................................................................................... 37 Gambar 4.6 Jenis dan Bahan Aksesoris yang Disukai Responden ....................... 38 Gambar 4.7 Ketertarikan Responden Terhadap Toko Baru .................................. 42 Gambar 7.1 Peta Lokasi ITC Mangga Dua ........................................................... 61 Gambar 7.2 Peta Lokasi Kantor Istana Retail Accessories ................................... 65 Gambar 7.3 Layout Toko ...................................................................................... 67 Gambar 7.4 Layout Kantor.................................................................................... 68 Gambar 8.1 Struktur Organisasi Istana Retail Accessories .................................. 73 Gambar 10.1 Grafik NPV vs Bunga r ................................................................. 120
xv
DAFTAR RUMUS
Rumus 2.1 NPV .....................................................................................................16 Rumus 2.2 Payback Period ....................................................................................17 Rumus 3.1 Jumlah Sample .....................................................................................30 Rumus 9.1 MARRf ..............................................................................................119
xvi
DAFTAR LAMPIRAN
Lampiran 1 Kuesioner Lampiran 2 Tabel Koefisien Korelasi Momen-Produk Pearson Lampiran 3 Arus Kas
xvii
