Potensi dan Tantangan Pendirian Kafe Berkonsep Lokal Modern di Nagari Ujung Gading, Kecamatan Lembah Melintang

Putri, Mahira Manda (2025) Potensi dan Tantangan Pendirian Kafe Berkonsep Lokal Modern di Nagari Ujung Gading, Kecamatan Lembah Melintang. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study analyzes the feasibility of establishing "Chill Vibes Cafe" in Nagari Ujung Gading, West Sumatra, as a response to the lack of modern, comfortable, and affordable social spaces in the area. Existing cafés have yet to meet community expectations, often driving people to seek alternatives outside the region. Chill Vibes Cafe introduces the concept of "Local Modern," where visitors are presented with cultural elements reflecting Minangkabau traditions, such as wall decorations featuring the famous folk tale Malin Kundang. At the same time, the café adopts a modern, multifunctional, and "instagramable" design, offering both authentic Minangkabau coffee blends and general specialty coffee, supported by stable Wi-Fi facilities and an atmosphere that encourages productivity and social interaction. The primary target market includes young people, students, and professionals. The business feasibility analysis employed several frameworks, including the Business Model Canvas (BMC), TAM-SAM-SOM, Segmenting-Targeting-Positioning (STP), SWOT, TOWS, Marketing Mix, Porter’s Five Forces, and VRIO. Financial analysis indicates highly promising results: a positive Net Present Value (NPV) for three consecutive years, a reasonable Payback Period (PP) of 1 years and 10 mont from an initial investment of IDR 250,000,000, and an Internal Rate of Return (IRR) of 82%, exceeding the 10% discount rate. The findings conclude that Chill Vibes Cafe is financially and strategically feasible, with significant profit potential, and can become a primary choice for the Ujung Gading community. Recommendations for further development include diversifying healthy menu options, enhancing interactive customer experiences, and optimizing delivery services to strengthen market positioning. Keywords: Café, Business Plan, Business Feasibility, NPV, Payback Period, IRR

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Café, Business Plan, Business Feasibility, NPV, Payback Period, IRR
Subjects:	Business Management > Business Plan > Business Business > Entrepreneur Management > Business Plan > Business > Entrepreneur Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Mahira Manda Putri
Date Deposited:	16 Sep 2025 10:07
Last Modified:	16 Sep 2025 10:07
URI:	https://repository.bakrie.ac.id/id/eprint/12479

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