AN ANALYSIS OF THE BUSINESS FEASIBILITY OF PONTIANAK'S BINGKE CAKE IN BANDUNG CITY
Main Article Content
Rizka Natasya Dwitiandi
Ridlwan Muttaqin
Widyastuti Nurmalia Utami
This study examines the feasibility of expanding the Pontianak traditional delicacy—bingke cake—to Bandung City. Employing a mixed-methods approach (qualitative and quantitative), it evaluates market dynamics, human resource requirements, and financial viability. Data were collected through interviews, observations, and documentary studies. Financial feasibility was analyzed using the Break-Even Point (BEP) method, while strategic readiness was assessed via SWOT analysis. The results indicate that sales volume in recent months has consistently exceeded the break-even point, signifying financial viability for expansion. The SWOT analysis revealed strengths in cultural appeal and market potential within Bandung, but also identified challenges such as limited production capacity and human resources. The study concludes that the bingke cake business is feasible for expansion and provides strategic recommendations, including workforce development and local marketing strategy adjustments. These findings contribute to entrepreneurship literature and offer practical guidance for MSMEs in developing traditional culinary businesses in urban markets.
Solehah, N., Wijaya, F., Mubarok, DAA. (2023). Numust. Style's Busienss Innovation Strategies Using SWOT Analysis and the Canvas Business Models: Journal of Management Science
Pratama, R., Wijaya, F., Mubarok, DAA. (2023). Formulasi Strategi Pengembangan Usaha Kedai Kopi Melalui Pendekatan SWOT dan Business Model Canvas: Jurnal of Ecomonic, Business and Engineering
Mulyana, A., Muttaqin, R. (2024). Formulasi Perancangan Strategi Pengembangan Usaha UMKM Masakan Khas Sunda Warung Nasi Teh Imas Dengan Analisis SWOT dan Business Model Canvas: Jurnal Ekonomi, Manajemen, dan Akuntansi
Muttaqin, R. (2020). Analisis Disruptive Marketing Pada Perusahaan Startup (PT Gojek Indonesia):
Jurnal Kajian Manajemen Bisnis
Wijaya, F. Dkk. (2023). Desain Business Model Canvas (BMC) Pada Kelompok Keramba Bambu di Kota
Bandung: Jurnal Pengabdian Kepada Masyarakat
F Lestari, R Muttaqin. (2024). Formulation of Business Development Strategy Through SWOT Approach and Business Model Canvas (Case Study on MSMEs in Padamulya Village): International Journal of Finance Research
F Lestari, R Muttaqin. (2023). Inovasi Digital: Sebagai Kompetensi UMKM dalam Mempertahankan Resiliensi Entrepreneurship di Masa Endemi (Survei pada UMKM Juara Kabupaten Garut): JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
R Muttaqin, Suhendi D, et al. (2024). Manajemen UMKM. Yogyakarta: PT Penamuda Media
Alma, Buchari. (2020). Kewirausahaan: Untuk Mahasiswa dan Umum. Bandung: Alfabeta.
Fitriyana, N., Hidayat, R., & Rahmawati, S. (2025). Analisis Studi Kelayakan Bisnis untuk Pengembangan Usaha Kuliner Berbasis Lokal. Jurnal Ekonomi Kreatif, 9(1), 45–57.
Kasmir. (2020). Pengantar Manajemen Keuangan. Jakarta: Prenadamedia Group.
Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). New Jersey: Pearson Education.
Munawir, S., & Haryanto, A. (2020). Analisis Laporan Keuangan dan Studi Kelayakan. Yogyakarta: Liberty.
Ningrum, S., Latifah, R., & Hasan, A. (2022). Analisis Studi Kelayakan Bisnis UMKM Cake Kota Pangkalpinang. Jurnal Ilmu Manajemen dan Kewirausahaan, 10(2), 98–106.
Rangkuti, F. (2020). Analisis SWOT: Teknik Membedah Kasus Bisnis. Jakarta: Gramedia Pustaka Utama.
Santoso, B., & Lestari, D. (2020). Manajemen Sumber Daya Manusia dalam Kewirausahaan. Yogyakarta: Deepublish.
Suharyadi, & Purwanto, A. (2021). Studi Kelayakan Bisnis dan Investasi. Jakarta: Mitra Wacana Media.
Utami, S. (2023). Analisis Kelayakan Bisnis pada Usaha Makanan Tradisional Wingko Babat. Jurnal Kewirausahaan Daerah, 7(1), 33–40.
Wibowo, A., & Saptono, A. (2021). Manajemen UMKM dan Ekspansi Bisnis Lokal. Jakarta: Salemba Empat.
Winarno, F. G. (2021). Pangan dan Gizi: Perspektif Budaya dan Bisnis. Jakarta: UI Press.
Zimmerer, T. W., Scarborough, N. M., & Wilson, D. (2021). Essentials of Entrepreneurship and Small Business Management. Boston: Pearson.
