Pengembangan Inovasi Minuman Tradisional Mekar Sebagai Peluang Bisnis Minuman Di Indonesia Melalui Pendekatan Analisis SWOT Dan Business Model Canvas

Sintah Sintah, Dinda Pradita Rahmaningsih, Melia Intan Astrianti, Nabila Putri Paisal Rangkuti, Fida Izzatunnisa, Kristiana Widiawati

Abstract


Penelitian ini membahas pengembangan minuman tradisional modern MEKAR (Minuman Rempah Estetik untuk Generasi Dinamis yang Peduli Kesehatan) sebagai inovasi minuman fungsional berbahan lokal. Permasalahan utama adalah rendahnya minat generasi muda terhadap minuman tradisional dan belum adanya model bisnis yang terstruktur pada UMKM berbasis bahan alam. Tujuan penelitian ini adalah merancang model bisnis berkelanjutan menggunakan pendekatan Business Model Canvas (BMC) dan analisis SWOT. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi produksi, wawancara, dokumentasi penjualan, dan studi literatur. Hasil menunjukkan bahwa MEKAR memiliki nilai unggul pada pemanfaatan kecombrang kaya antioksidan dengan enam varian rasa: Original, Jahe, Sereh, Daun Mint, Alang-alang, dan Teh. Analisis SWOT mengungkap kekuatan pada bahan lokal dan inovasi penyajian modern, serta peluang dari tren minuman sehat dan dukungan UMKM. Integrasi BMC dan SWOT terbukti membantu UMKM menyusun strategi produk, pemasaran, dan efisiensi biaya secara efektif. Kesimpulannya, model bisnis MEKAR layak dikembangkan dan berpotensi tumbuh berkelanjutan melalui peningkatan kapasitas produksi dan digital branding.
Kata Kunci : Inovasi Produk, Wedang Kecombrang, Business Model Canvas (BMC), Analisis SWOT

Abstract
This study discusses the development of MEKAR (Minuman Rempah Estetik untuk Generasi Dinamis yang Peduli Kesehatan), a modern traditional beverage, as an innovation in functional beverages made from local ingredients. The main problems are the low interest of the younger generation in traditional beverages and the lack of a structured business model for MSMEs based on natural ingredients. The purpose of this study is to design a sustainable business model using the Business Model Canvas (BMC) approach and SWOT analysis. The research method used a qualitative descriptive approach through production observation, interviews, sales documentation, and literature study. The results show that MEKAR has superior value in the use of kecombrang, which is rich in antioxidants, with six flavor variants: Original, Ginger, Lemongrass, Daun Mint, Alang-alang, and Tea. SWOT analysis reveals strengths in local ingredients and modern presentation innovations, as well as opportunities from healthy beverage trends and MSME support. The integration of BMC and SWOT has been proven to help MSMEs develop effective product, marketing, and cost efficiency strategies. In conclusion, the MEKAR business model is feasible to develop and has the potential for sustainable growth through increased production capacity and digital branding.
Keywords: Product Innovation, Wedang Kecombrang, Business Model Canvas (BMC), SWOT Analysis

Keywords


Inovasi Produk, Wedang Kecombrang, Business Model Canvas (BMC), Analisis SWOT

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DOI: https://doi.org/10.33373/dms.v15i1.8834

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