ANALISIS STUDI KELAYAKAN USAHA PADA UMKM BANANA BETA DI KOTA AMBON

Abstrak

This activity examines the business feasibility of Banana Beta, a micro, small, and medium enterprise (MSME) in Ambon City that has been engaged in banana-based processing since 2023. The business leverages local potential in the form of abundant banana supply and high consumer interest in banana-based products. The analysis covers various aspects, including legal, marketing, technical/operational, financial, management and organizational, economic and social, as well as Environmental Impact Assessment (EIA). Data were collected through observation and interviews. The analysis results indicate that Banana Beta has met legal requirements, implemented both online and offline marketing strategies, secured a strategic business location, and maintained effective operational management. From a financial perspective, the business is viable, generating significant profits. Its social and environmental impacts are also positive, particularly in empowering local workers and managing organic waste. In conclusion, this business has promising growth prospects through strategies such as increasing production capacity, diversifying raw materials, and expanding market reach.