Business feasibility assessment of a samarinda car rental business: financial and marketing perspectives
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Dec 30, 2025
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Abstract
This study analyzes the business feasibility of a car rental company in Samarinda from financial and marketing perspectives. The increasing mobility needs of the people in Samarinda have driven the growth of the transportation service industry, including car rentals, making this analysis timely and relevant. A mixed methods approach was applied, combining qualitative interviews and quantitative financial data. Financial feasibility was evaluated using Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), and Net Benefit-Cost Ratio (Net B/C) indicators, supported by a sensitivity analysis to assess the business’s resilience to changes in the discount rate. The results indicate that PT Mitra Trans Bersaudara is financially feasible, with a positive NPV of IDR 142,498,446, an IRR of 13.87% exceeding the 10–12% discount rate, a Net B/C ratio of 1.069, and a Payback Period of 2.33 years. Marketing analysis through STP (Segmentation, Targeting, and Positioning) and the 7Ps Marketing Mix revealed key segments, including companies, government institutions, and upper-middle-class families, with a strong positioning as a trusted and professional service provider. This research contributes as a reference for future studies, a benchmark for car rental businesses, and a consideration for government policies in supporting the local transportation sector.
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How to Cite
Surahman, S., Fatiya, N. N., Irawan, I., Hastuti, P. W., & Prapdopo, P. (2025). Business feasibility assessment of a samarinda car rental business: financial and marketing perspectives. Enrichment : Journal of Management, 15(5), 533-543. https://doi.org/10.35335/enrichment.v15i5.2416
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Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Archibald, M. M., Ambagtsheer, R. C., Casey, M. G., & Lawless, M. (2019). Using zoom videoconferencing for qualitative data collection: perceptions and experiences of researchers and participants. International Journal of Qualitative Methods, 18, 1609406919874596.
Aziz, R. (2024). Evaluasi Kelayakan Usaha Katering Rumahan Ditinjau dari Aspek Keuangan. Jurnal of Management and Social Sciences, 2, 1–8. https://doi.org/10.59031/jmsc.v2i3.456
BPS. (2024). Produk Domestik Bruto Indonesia Triwulanan 2020-2024.
BPS. (2025, February 25). Ekonomi Kaltim Tahun 2024 Tumbuh 6,17 Persen. https://balikpapankota.bps.go.id/id/news/2025/02/05/223/ekonomi-kaltim-tahun-2024-tumbuh-6-17-persen.html
BPS Kaltim. (2024). Provinsi Kalimantan Timur Dalam Angka 2024 (Vol. 41).
Cahyati, N., Fitriani, B. D., & Fatih, C. (2022). Financial feasibility pepper order in Bukit Kemuning Village North Lampung. Economic Management and Social Sciences Journal (ECOMANS), 1(2), 55–59.
Clarke, A. H., Freytag, P. V., & Cortez, R. M. (2024). Revisiting the strategic role of market segmentation: Five themes for future research. In Industrial Marketing Management (Vol. 121, pp. A7–A10). Elsevier.
Cortez, R. M., Clarke, A. H., & Freytag, P. V. (2025). B2B market segmentation–An analysis of current practices and their implications. Journal of Business Research, 189, 115144.
Cruz, C. O., & Sarmento, J. M. (2020). “Mobility as a service” platforms: A critical path towards increasing the sustainability of transportation systems. Sustainability, 12(16), 6368.
Dewanti, R. P., Paryanto, E., Pradana, J. A., & Harsito, C. (2022). Financial Feasibility of Modification Workshop Case Studies: Be-Modified. International Journal of Sustainable Development & Planning, 17(6).
Efendy, M., Syarif, M., Amir, N., & Hidayat, R. (2023). Economic feasibility case study of developing a salt production plant. The Engineering Economist, 68(2), 99–121.
Guerra, M. L., Magni, C. A., & Stefanini, L. (2022). Value creation and investment projects: An application of fuzzy sensitivity analysis to project financing transactions. International Journal of Information Technology & Decision Making, 21(06), 1683–1714.
Haryani, D. S., & Sari, P. R. K. (2021). Analisis Risiko Jasa Penyewaan Mobil Pada CV. Rahmad Illahi. Manajerial Dan Bisnis Tanjungpinang, 4(1), 66–74.
Hasugian, I. A., Ingrid, F., & Wardana, K. (2020). Analisis Kelayakan Dan Sensitivitas: Studi Kasus Ukm Mochi Kecamatan Medan Selayang. Buletin Utama Teknik, 15(2).
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50.
Irfan Fadhlurrahman. (2024, November 25). 21% Penduduk Kalimantan Timur ada di Kota Samarinda pada Juni 2024. Databoks. https://databoks.katadata.co.id/demografi/statistik/7ade99c065f3524/21-penduduk-kalimantan-timur-ada-di-kota-samarinda-pada-juni-2024
Khan, M. A., Saqib, S., Alyas, T., Rehman, A. U., Saeed, Y., Zeb, A., Zareei, M., & Mohamed, E. M. (2020). Effective Demand Forecasting Model Using Business Intelligence Empowered with Machine Learning. IEEE Access, 8, 116013–116023. https://doi.org/10.1109/ACCESS.2020.3003790
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Li, Q., Singh, R., Polpanumas, C., Fiez, T., Kumar, N., & Chakrabarti, S. (2024). Segment discovery: Enhancing e-commerce targeting. ArXiv Preprint ArXiv:2409.13847.
Lo, F.-Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research (Vol. 115, pp. 221–224). Elsevier.
Magni, C. A., & Marchioni, A. (2020). Average rates of return, working capital, and NPV-consistency in project appraisal: A sensitivity analysis approach. International Journal of Production Economics, 229, 107769. https://doi.org/https://doi.org/10.1016/j.ijpe.2020.107769
Manaf, M., Amri, E., & Aksa, K. (2024). Lifestyle Changes, Individual Mobility, and Interactions in Suburban Settlement Areas of Makassar City, Indonesia: Perceptual Model Approach Urban development policies with transport systems realizing urban sustainability. International Review for Spatial Planning and Sustainable Development, 12(4), 159–180.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Paiva, S., Ahad, M. A., Tripathi, G., Feroz, N., & Casalino, G. (2021). Enabling technologies for urban smart mobility: Recent trends, opportunities and challenges. Sensors, 21(6), 2143.
Quenum, A., Thorisson, H., Wu, D., & Lambert, J. H. (2021). Resilience of business strategy to emergent and future conditions. Journal of Risk Research, 24(7), 870–888.
Rizal, I., Rohman, A., Raya Telang, J., Kamal, K., Bangkalan, K., Timur, J., & Penulis, K. (2024). PT. Media Akademik Publisher Analisis Studi Kelayakan Bisnis Pada Usaha Toko Sembako Di Kamal Dilihat Dari Aspek Keuangan. JMA), 2(6), 3031–5220. https://doi.org/10.62281
Satryawati, S., Wibowo, R., Kristian, E., Aristawidya, E., & Amanda, D. (2025). Role of Digital Transformation in Enhancing Sustainability and Feasibility of MSMEs: A Case Study of Dhea Rasa. Journal of Business Management and Economic Development, 3, 155–169. https://doi.org/10.59653/jbmed.v3i01.1266
Takona, J. P. (2024). Research design: qualitative, quantitative, and mixed methods approach. Quality & Quantity, 58(1), 1011–1013.