STRATEGI PENGEMBANGAN USAHA TEH DI PT. PERKEBUNAN TAMBI WONOSOBO DENGAN PENDEKATAN BUSINESS MODEL CANVAS

Authors

  • Yoshua Agung Dwi Septian Universitas Kristen Satya Wacana
  • Yuliawati Universitas Kristen Satya Wacana

DOI:

https://doi.org/10.30997/jagi.v9i1.6935

Keywords:

Business Model Canvas, business model, tea

Abstract

Tea is a drink that is quite popular all over the world after coffee. The large number of companies engaged in tea production makes the competition very fierce. PT. Perkebunan Tambi Wonosobo is a company that focuses on tea that produces various types of tea, namely black tea, green tea, and fragrant tea. The intense competition in the tea industry demands PT. Perkebunan Tambi Wonosobo to carry out business development. This study aims to identify the business model of PT. Perkebunan Tambi Wonosobo  the current is evaluating and designing business model updates with the Business Model Canvas (BMC) approach. The method used is qualitative with descriptive analysis, there were 5 participants in this study from the internal party of PT. Perkebunan Tambi Wonosobo, namely Assistant Director, Head of Production Section, Head of Marketing Section, Head of Finance, and Head of HR & General Affairs Section who are purposively elected. Data were obtained through interviews using interview and observation guides. The data obtained will be carried out triangulation tests, namely source triangulation and engineering triangulation. The analysis method uses BMC. The results showed: of the nine BMC elements contained in PT. Perkebunan Tambi Wonosobo is already doing well, but the company has not taken advantage of technological advances in reaching and marketing its products. The recommended business model update for PT. Perkebunan Tambi Wonosobo's in the future is use of digital marketing, sales through e-commerce, creation of digital marketing systems, product updates, promotion through social media, and customer expansion.

References

Ahmadi, N. K., & Herlina. 2017. Analisis Segmentasi Terhadap Keputusan Pembelian Produk Eiger Di Bandar Lampung. Jurnal Manajemen Megister, Vol 3, No.1: 93-94.

BPS. 2020b. Luas Tanaman Perkebunan Menurut Propinsi dan Jenis Tanaman, Indonesia (Ribu Hektar), 2011-2019*). https://www.bps.go.id/dynamictable/ 2015/09/04/838/luas-tanaman-perkebunan-menurut-propinsi-dan-jenis-tanaman-indonesia-ribu-hektar-2011-2019-.html. Diakses pada tanggal 8 Oktober 2022

Darmawan, D. 2017. Pengaruh Kemasan Dan Harga Terhadap Keputusan Pembeli Produk Sayuran Hidroponik. Agrimas, Vol 1, No.1: 9.

Hastuti, S. 2019. Pengaruh Kualitas Pelayanan Food And Beverage Service Terhadap Kepuasan Pelanggan Hotel Grand Dafam Rohan Syariah. Jurnal Ekobis Dewantara, Vol 2, No.3: 47.

Kementerian Pertanian. 2014. Perkembangan Pasar Teh Indonesia Di Pasar Domestik Dan Pasar Internasional. Balittri: http://balittri.litbang.pertanian.go.id/index.php/berita/info-teknologi/207-perkembangan-pasar-teh-indonesia-di-pasar-domestik-dan-pasar-internasional. Diakses pada tanggal 8 Oktober 2022

Kusnandar, V. B. 2022. Ekspor Teh Indonesia Menyusut, Ini 10 Negara Pembeli Terbesarnya. https://databoks.katadata.co.id/datapublish/2022/03/24/ekspor-teh-indonesia-menyusut-ini-10-negara-pembeli-terbesarnya: https://databoks.katadata.co.id/datapublish/2022/03/24/ekspor-teh-indonesia-menyusut-ini-10-negara-pembeli-terbesarnya. Diakses pada tanggal 8 Oktober 2022

Njoto, D. P., & Sienatra, K. B. 2018. Pengaruh Konsumen Terhadap Keputusan Pembelian Konsumen Wenak Tok. Performa, Vol 3, No.5: 616-617.

Prataman, S. E., & Nadapdap, H. J. 2019. Strategi Pengembangan Agribisnis Teh PT Perkebunan Tambi Kabupaten Wonosobo. Jurnal Penelitian Terapan, Vol 17, No.3: 19-20.

Putri, A. A., & Wibowo. 2017. Pengaruh Strategi Bundling Terhadap Minat Beli Konsumen. e-Proceeding of Applied Science, Vol.3, No.2: 210-211.

Rahayu, A. 2019. Strategi Pengembangan Usaha Buah Nusantara Di PT Hapsi Platinum Sinergi Dengan Pendekatan Business Model Canvas. Bogor: Institut Pertanian Bogor.

Ramdhan, J. M. 2019. Pengaruh Media Sosial Dan E-Commerce Terhadap Keputusan Pembelian Dsitro House Of Smith. Almana, Vol 3, No.3: 542-543.

Tuzzahra, M. N., & Wicaksono, I. A. 2021. Strategi Pemasaran Teh di PT. Perkebunan Tambi Wonosobo. SURYA AGRITAMA, Volume 10, No.1: 104.

Downloads

Published

2023-04-17

How to Cite

Dwi Septian, Y. A., & Yuliawati. (2023). STRATEGI PENGEMBANGAN USAHA TEH DI PT. PERKEBUNAN TAMBI WONOSOBO DENGAN PENDEKATAN BUSINESS MODEL CANVAS . JURNAL AGRIBISAINS, 9(1), 68–76. https://doi.org/10.30997/jagi.v9i1.6935

Issue

Vol. 9 No. 1 (2023): Jurnal AgribiSains

Section

Articles

License

Copyright (c) 2023 JURNAL AGRIBISAINS

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with Jurnal AgribiSains agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution Share-Alike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal AgribiSains.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal AgribiSains. 
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.