Pendirian Unit Bisnis Lilin Aromaterapi Calmique Berisi Bunga Anggrek Dendrobium pada Estie’s Orchid di Kota Depok

M. Egitia Zaini; Anita Ristianingrum

doi:10.33019/jia.v7i2.7040

Authors

M. Egitia Zaini IPB University
Anita Ristianingrum IPB University

DOI:

https://doi.org/10.33019/jia.v7i2.7040

Keywords:

Aromatherapy Candles, Business Feasibility, Consumer Attitudes, Fishbein, Orchid

Abstract

Estie’s Orchid is an orchid cultivation business located in Depok City that produces a considerable amount of pruned orchid flowers that have not been optimally utilized. This condition creates an opportunity to establish an aromatherapy candle business unit infused with orchid flowers as a product diversification strategy and value-added enhancement. This study aims to formulate a business development concept based on SWOT analysis, analyze consumer attitudes toward Calmique aromatherapy candles using the multi-attribute Fishbein method, and assess business feasibility based on non-financial and financial aspects. The research was conducted at Estie’s Orchid, Depok City, West Java, during August–November 2024. Consumer attitude data were collected from 50 respondents using a four-point Likert scale questionnaire. The Fishbein analysis resulted in a consumer attitude score of 121.09, categorized as “good,” indicating positive consumer perceptions of the product. The business feasibility analysis demonstrates that the establishment of the Calmique aromatherapy candle business unit is financially feasible, with a net present value (NPV) of IDR 207,263,269, an internal rate of return (IRR) of 58%, a net benefit–cost ratio of 4.2, a gross benefit–cost ratio of 1.2, and a payback period of 3 years and 1 month. Therefore, the development of the Calmique aromatherapy candle business unit has strong potential to enhance the utilization of orchid cultivation outputs and generate economic benefits for the company.

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