Building Competitive Dessert Drink Businesses: An Integrated Business Model Canvas And Swot Approach

shafa darmawan; Anak Agung Elik Astari; Ni Luh Kardini

doi:10.30736/jpensi.v11i3.2944

Authors

shafa darmawan Universitas Mahendratta
Anak Agung Elik Astari Universitas Mahendratta
Ni Luh Kardini

DOI:

https://doi.org/10.30736/jpensi.v11i3.2944

Keywords:

business model, Business Model Canvas, competitiveness, dessert drinks, SWOT analysis

Abstract

Pertumbuhan usaha minuman pencuci mulut di Kota Denpasar membuka peluang pasar sekaligus meningkatkan persaingan. Penelitian ini bertujuan menganalisis model bisnis yang berjalan, mengidentifikasi faktor internal dan eksternal, merumuskan strategi pengembangan, serta menyusun usulan Business Model Canvas (BMC) untuk meningkatkan daya saing. Penelitian menggunakan pendekatan kualitatif terhadap lima usaha dengan lima pemilik atau pengelola sebagai informan utama. Data dikumpulkan melalui wawancara, observasi, kuesioner, dokumentasi, dan sumber sekunder, kemudian dianalisis menggunakan BMC, Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), dan SWOT. Hasil menunjukkan bahwa sembilan elemen BMC telah diterapkan, tetapi orientasinya masih dominan pada transaksi dan penjualan produk. Skor IFAS 2,57 dan EFAS 2,63 menunjukkan kondisi internal relatif kuat dan peluang eksternal yang mendukung. Strategi prioritas meliputi diferensiasi produk, pemasaran digital, hubungan pelanggan, kemitraan, diversifikasi pendapatan, serta efisiensi biaya. Strategi tersebut diterjemahkan menjadi usulan BMC yang lebih berorientasi pelanggan, terintegrasi secara digital, inovatif, dan berkelanjutan.

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