Business feasibility and strategic development analysis of kebab kota raja culinary msme in the digital era
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Dec 30, 2025
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Abstract
The food sector in Indonesia has experienced significant growth over the past few decades, supported by stable economic growth, changes in lifestyle, and increasing urbanization. Micro, Small, and Medium Enterprises (MSMEs) in the food sector contribute significantly to the economy, accounting for approximately 61.07% of the Gross Domestic Product and absorbing 97% of the workforce. This study aims to develop an integrated and contextual business viability model for food MSMEs by combining aspects of market, technical, financial, managerial, environmental, and risk and sustainability factors, using use of digital marketing strategis, good financial management of the business. The financial viability analysis using NPV, IRR, Payback Period, and BEP methods indicates that the business is feasible and profitable. The SWOT analysis highlights opportunities for franchise development and digital market expansion, but also identifies challenges such as intense competition and fluctuating raw material prices. This study provides both theoretical and practical contributions for the development of adaptive, efficient, and sustainable business strategies for food MSMEs in the digital era of Indonesia.
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How to Cite
Prapdopo, P., Surahman, S., Nadila, N., Faradilah, N., & Ningsih, A. (2025). Business feasibility and strategic development analysis of kebab kota raja culinary msme in the digital era. Enrichment : Journal of Management, 15(5), 566-576. https://doi.org/10.35335/enrichment.v15i5.2424
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Nurcahyo, Z. (2025). Analisis Kelayakan Usaha pada UMKM King Juice Farhan Malabar Bogor. Journal of Business Management and Economic Development (JBMED), 4(1). https://doi.org/10.56248/jbmed.v4i1.113
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Vebrianto, R., Thahir, M., Putriani, Z., Mahartika, I., Ilhami, A., & Diniya. (2020). Mixed Methods Research: Trends and Issues in Research Methodology. Bedelau: Journal of Education and Learning, 1(2), 63–73. https://doi.org/10.55748/bjel.v1i2.35
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Annas, R. (2025). Perilaku konsumen terhadap fast food di Indonesia: Sebuah tinjauan ekonomi dan sosial. Jurnal Ekonomi Dan Bisnis Indonesia, 10(1), 55–68.
Ar Rasyid, F., & Margana, R. R. (2023). Analisis Kelayakan Investasi Pada Usaha Pertanian Sayur Menggunakan Metode NPV, IRR dan PP di Kampung Pojok Desa Jaya Mekar Kecamatan Padalarang Kabupaten Bandung Barat. Jurnal Syntax Imperatif, 5(4). https://doi.org/10.36418/syntax-imperatif.v5i4.465
Arifin, A. (2022). Strategi Peningkatan Daya Saing UMKM Kuliner di Era Digital di Kota Semarang. Jurnal Literasi Sains Indonesia. https://journal.literasisains.id/index.php/mamen/article/download/5066/2040/23076
Arifin, M., Santoso, H., & Nugraha, R. (2022). Digital marketing strategies for MSMEs in the culinary sector during digital transformation. Jurnal Ekonomi Digital Indonesia, 3(2), 100–112.
Butar Butar, R., Palinggi, Y., & Ningsih, K. E. (2023). Analisis Studi Kelayakan Bisnis Pada Usaha Ulap Doyo Pokant Takaq Di Tenggarong Ditinjau Dari Aspek Finansial. Jurnal Ekonomi \& Manajemen Indonesia, 22(2), 1134. https://doi.org/10.53640/jemi.v22i2.1134
Exzan, R. N., Alhidayat, S., & Ardani, B. (2023). Analisis Finansial Usaha Pempek Ikan Tenggiri di UMKM Dapur S’Best Kota Palangka Raya Kalimantan Tengah. Journal of Tropical Fisheries, 19(1). https://doi.org/10.36873/jtf.v19i1.12873
Finance, D. (2025). Industri Makanan & Minuman RI Sumbang Ekspor Rp 239 Triliun. Detik Finance. https://finance.detik.com/industri/d-8043937/industri-makanan-minuman-ri-sumbang-ekspor-rp-239-triiun?utm_source=chatgpt.com
Guinanda, D., & Khairizal. (2023). Analisis Kelayakan Finansial Usahatani Belimbing Manis di Kecamatan Minas Kabupaten Siak Provinsi Riau. Dinamika Pertanian, 39(1), 33–40. https://doi.org/10.25299/dp.2023.vol39(1).14064
Habibullah, J. A., Norvaizi, I., & Dewi, D. E. C. (2022). Implementasi Mixed Methods dalam Penelitian Pendidikan: Konsep dan Aplikasinya. Peradaban: Journal of Interdisciplinary Educational Research, 3(1). https://doi.org/10.59001/pjier.v3i1.245
Hartono, B. (2022). Digital Marketing UMKM Kuliner. Jurnal BTP. https://jurnal.btp.ac.id/index.php/mata-btp/article/download/216/144/893
Hilmiyah, N., Pratama, R., & Suryani, D. (2022). Analisis UMKM Kuliner dalam Mendukung Pembangunan. J-Innovative: Jurnal Inovasi Dan Kewirausahaan, 3(2), 45–55. https://j-innovative.org/index.php/Innovative/article/download/17302/11701/30119?utm_source=chatgpt.com
Isnaeni, A., & Kumaidi, K. (2023). Pendekatan Studi Kasus dalam Penelitian Bisnis. Jurnal Ilmiah Manajemen Dan Bisnis, 9(2).
Jannah, N. R., & Pratiwi, L. D. (2023). Analisis Kelayakan Finansial dan Struktur Modal pada UMKM Osha Snack. Journal of Management and Innovation Entrepreneurship (JMIE), 2(4). https://doi.org/10.70248/jmie.v2i4.2413
Lestari, D. (2023). Manajemen Risiko UMKM Kuliner. Jurnal Tagalaya. https://tagalayapkm.com/index.php/jt-pkm/article/download/6/9/39
Miradji, A., & Rufianti, A. J. (2023). Aspek Pemasaran, Teknis dan Keuangan sebagai Peninjauan Studi Kelayakan Bisnis “Lezato Sidoarjo.” Jurnal Mufakat. https://jurnal.anfa.co.id/index.php/mufakat/article/download/513/499/1389
Nasional, B. G. (2025). Urbanisasi dan Pola Makan Modern: Tantangan Besar BGN dalam Menjaga Gizi Masyarakat Kota. https://www.ralali.com/blog/badan-gizi-nasional/urbanisasi-dan-pola-makan-modern-tantangan-besar-bgn-dalam-menjaga-gizi-masyarakat-kota/
Nirwana, D., Putri, F. A., & Prabowo, R. (2024). Transformasi digital UMKM kuliner dalam menghadapi era industri 4.0. Jurnal Manajemen Dan Inovasi, 15(1), 87–99.
Nugroho, A., & Setiawan, B. (2023). Evaluasi Finansial UMKM Makanan. Jurnal Literasi Sains Indonesia. https://journal.literasisains.id/index.php/mamen/article/download/5066/2040/23076
Nurcahyo, Z. (2025). Analisis Kelayakan Usaha pada UMKM King Juice Farhan Malabar Bogor. Journal of Business Management and Economic Development (JBMED), 4(1). https://doi.org/10.56248/jbmed.v4i1.113
Ramdani, A. (2021). Kelayakan Finansial UMKM Kuliner. Jurnal Innovative. https://j-innovative.org/index.php/Innovative/article/download/12912/8684/21386
Rusiawan, A. (2019). Dinamika perkembangan sektor kuliner di Indonesia. Badan Ekonomi Kreatif Indonesia. https://bekraf.go.id/pustaka/page/dinamika-perkembangan-sektor-kuliner-di-indonesia
Santoso, F. (2024). Operasional Bisnis Kuliner. Jurnal Laaroiba. https://journal-laaroiba.com/ojs/index.php/elmal/article/view/6428
Sari, D. (2021). Aspek Teknis dan Lingkungan Usaha UMKM Kuliner. Polteksahid Jurnal. https://journal.polteksahid.ac.id/index.php/jstp/article/download/448/393
Surahman. (2023). Pendampingan Pemasaran Digital Produk UMKM Kabupaten Kutai Kartanegara. Community Empowerment, 8(4), 454–458. https://doi.org/10.31603/ce.9026
Syariah), K. (Komite N. E. dan K. (2024). Panduan studi kelayakan usaha bagi UMKM berbasis syariah. KNEKS.
Vebrianto, R., Thahir, M., Putriani, Z., Mahartika, I., Ilhami, A., & Diniya. (2020). Mixed Methods Research: Trends and Issues in Research Methodology. Bedelau: Journal of Education and Learning, 1(2), 63–73. https://doi.org/10.55748/bjel.v1i2.35
Wibowo, G. (2024). Aspek Lingkungan Bisnis Kuliner. Jurnal Eksis. https://eksis.unbari.ac.id/index.php/EKSIS/article/download/500/231
Wulandari, & Kusuma. (2023). Analisis Kelayakan Finansial Pengembangan Usaha UKM Nata de Coco di Sumedang. Asian Journal of Innovation and Entrepreneurship (AJIE). https://journal.uii.ac.id/ajie/article/download/2829/2583/3395
Yulianti, D., & Fahmi, R. (2021). Analisis Finansial Usaha Kuliner Kebab. Jurnal Keuangan Dan Bisnis, 4(2), 15–35. https://journal.unnes.ac.id/nju/index.php/jkb/article/view/2415