Pengembangan dan Analisis Kelayakan Dada Ayam Marinasi Siap Saji V-SMART menggunakan Business Model Canvas for Sustainability

Muhammad Rafi Nur Rahman, Dr. Wildan Fajar Bachtiar, S.T., M.Sc.

2026 | Tugas Akhir | D4 Pengembangan Produk Agroindustri

Penelitian sebelumnya tentang produk daging marinasi umumnya berfokus pada aspek teknis seperti pengawetan, kualitas nutrisi, dan peningkatan karakteristik sensori, sedangkan penelitian tentang model bisnis berkelanjutan masih banyak bersifat konseptual dan belum banyak diterapkan pada produk pangan siap konsumsi yang berkelanjutan. Oleh karena itu, dengan menggunakan pendekatan Business Model Canvas for Sustainability (BMCS), penelitian ini bertujuan untuk mengembangkan V-SMART sebagai produk startup dada ayam marinasi siap konsumsi. Analisis laboratorium, kuesioner, analisis metode Delphi, dan evaluasi bisnis digunakan untuk melihat persepsi konsumen, aspek keberlanjutan, strategi SWOT, dan kelayakan finansial. Hasil penelitian menunjukkan bahwa V-SMART memiliki karakteristik nutrisi yang sesuai dengan tujuan pengembangan produk: kadar protein tinggi (23,17%), kadar lemak rendah (2,95%) dan kadar air sebesar 70,75%. Namun, analisis konsumen menunjukkan bahwa konsumen menyukai produk karena manfaatnya, kemudahan penggunaan, dan harganya, meskipun masih diperlukan peningkatan kesadaran merek dan keinginan untuk membeli lagi. Dengan menerapkan produksi bertanggung jawab, efisiensi sumber daya, dan penciptaan nilai bagi pemangku kepentingan, evaluasi keberlanjutan menunjukkan pelaksanaan SDG 12. Dengan pendapatan kotor bulanan sebesar Rp53.550.000,00 dan laba bersih sebesar Rp11.685.186,61, analisis finansial menunjukkan bahwa ini adalah bisnis yang layak. Untuk memastikan keamanan, konsistensi, dan skalabilitas produk, diperlukan pengembangan lanjutan melalui uji sensori, validasi umur simpan, uji mikrobiologi, dan optimasi proses. Semua ini diperlukan sebelum diterapkan pada skala industri pangan.

The creation of sustainable ready-to-eat food products necessitates the integration of consumer acceptance, sustainable business model implementation, and product quality assessment. Prior research on marinated meat products has mostly concentrated on technical aspects, such as preservation, nutritional quality, and sensory enhancement, whereas studies on sustainable business models have typically remained conceptual and have seldom been applied to particular food products. Thus, combining product development with the Business Model Canvas for Sustainability (BMCS) framework to create V-SMART, a ready-to-eat marinated chicken breast startup. The study used laboratory analysis, questionnaires, Delphi method analysis, and business evaluation techniques to assess consumer perceptions, sustainability aspects, SWOT matrix strategies, and financial viability. With a high protein content (23.17%), a low-fat content (2.95%), and a moisture content (70.75%), the results demonstrated that V-SMART met its nutritional goals. Although brand awareness and repeat purchase intention need to be improved, consumer analysis showed that product benefits, convenience, and pricing are positively accepted. Sustainability evaluation showed alignment with SDG 12 through responsible production, resource efficiency, and stakeholder value creation. SWOT matrix analysis revealed strategic opportunities through digital marketing, product differentiation, and certification-based trust development. With monthly gross revenue of Rp53.550.000,00 and net profit of Rp11.685.186,61, financial analysis demonstrated economic viability. Additional improvements are needed through sensory assessment, shelf-life validation, microbiological testing, mass production trials, and process optimization. By connecting product innovation and sustainable business model development, this study shows that V-SMART has potential as a sustainable high-protein ready-to-eat food startup.

Kata Kunci : Siap konsumsi, tinggi protein, startup berkelanjutan, Business Model Canvas for Sustainability (BMCS), persepsi konsumen.