Modifikasi Model Bisnis Oleh-Oleh Haji dan Umrah Toko Mekah Madinah Yogyakarta

Aliyah Yasmin, Rico Saktiawan Jang Jaya, S.E., MBA, Ph.D.

2026 | Tesis | S2 Manajemen

Toko Mekah Madinah Yogyakarta menghadapi penjualan yang tidak stabil meskipun jumlah jemaah haji dan umrah terus bertumbuh. Meskipun omzet totalnya hanya turun 2,4 persen sepanjang 2024–2025, jarak antara bulan ramai dan bulan sepi justru semakin lebar, sehingga toko makin bergantung pada musim haji dan Ramadan. Penelitian ini bertujuan merancang modifikasi model bisnis toko sekaligus menilai kelayakan ekonominya. Penelitian ini merupakan penelitian kualitatif deskriptif. Data primer dikumpulkan melalui wawancara mendalam terhadap sembilan informan dari tiga perspektif, yaitu pihak internal toko, pelanggan tetap, dan calon pelanggan, yang dipilih secara purposive dan expert sampling, serta melalui pengamatan langsung dan laporan penjualan toko. Data dianalisis menggunakan analisis konten dengan kerangka Kanvas Model Bisnis dan Peta Empati, lalu dinilai kelayakannya melalui Net Present Value, Internal Rate of Return, Payback Period, dan Break Even Point. Hasil pemetaan dari Kanvas Model Bisnis menunjukkan bahwa persoalan utama terletak pada blok arus pendapatan yang bertumpu pada satu musim dan blok segmen pelanggan yang belum menjangkau segmen yang lebih luas. Modifikasi dirumuskan sebagai diversifikasi model bisnis melalui pengembangan lini suvenir dan hampers kustomisasi tanpa mengubah identitas toko. Dengan investasi tambahan sebesar Rp28.300.000 dan proyeksi lima tahun pada tingkat diskonto 12 persen, penilaian menghasilkan Net Present Value positif sebesar Rp135.731.665, Internal Rate of Return sebesar 149,0 persen, dan Payback Period selama 0,69 tahun. Jarak aman terhadap titik impas melebar dari 28,7 persen menjadi 42,9 persen, dan kesimpulan ini bertahan pada sebelas skenario pengujian. Dengan demikian, modifikasi ini layak dijalankan sekaligus menjawab persoalan musiman karena mampu memenuhi kebutuhan bingkisan acara sepanjang tahun. 

Toko Mekah Madinah Yogyakarta faces increasingly unstable sales even though the number of Hajj and Umrah pilgrims keeps growing. Although its total turnover fell by only 2.4 percent throughout 2024–2025, the gap between busy and quiet months widened, so that the store became increasingly dependent on the Hajj and Ramadan seasons. This study aims to design a modification of the store's business model while assessing its economic feasibility. This study is a descriptive qualitative research. Primary data were collected through in-depth interviews with nine informants from three perspectives, namely the store's internal parties, regular customers, and prospective customers, selected through purposive and expert sampling, as well as through direct observation and the store's sales reports. The data were analyzed using content analysis within the Business Model Canvas and Empathy Map frameworks, and their feasibility was assessed through Net Present Value, Internal Rate of Return, Payback Period, and Break Even Point.The mapping based on the Business Model Canvas shows that the main problem lies in the revenue streams block, which relies on a single season, and the customer segments block, which has not yet reached a broader market. The modification is formulated as a business model diversification through the development of a customized souvenir and hampers line without changing the store's identity. With an additional investment of IDR 28,300,000 and a five-year projection at a 12 percent discount rate, the assessment yields a positive Net Present Value of IDR 135,731,665, an Internal Rate of Return of 149.0 percent, and a Payback Period of 0.69 year. The safety margin above the break-even point widens from 28.7 percent to 42.9 percent, and the conclusion holds across eleven test scenarios. Accordingly, the modification is feasible to implement while also addressing the seasonal problem, as it is able to meet year-round gift-package demand.

Kata Kunci : Kanvas Model Bisnis, Kelayakan Ekonomi, Modifikasi Model Bisnis, Oleh-Oleh Haji dan Umrah