CONSUMER PREFERENCE INFLUENCE TOWARDS CAPITAL BUDGETING EFFICIENCY FOR CULINARY BUSINESS IN BANDUNG

• Main Author: Aulivia Rohali, Alya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40842
• Institution: Institut Teknologi Bandung

The largest economic contributor to the total GDP (Gross Domestic Product) in Indonesia as many as 60% is SMEs (Small and Medium Enterprises). It can be concluded that the role of SMEs is very important for economic development in Indonesia and in a country. However, the development of SMEs is currently hampered by the lack of knowledge and understanding of business people towards market changes. Market changes that often occur cause differences in perceptions of each individual in determining the purchase of a product. Changing perceptions that occur has an impact on the efficiency of capital budgeting in business. The purpose of this study was to determine the effect of consumer perceptions on capital budgeting efficiency for culinary business. The results of the study will implement the effect of consumer perceptions on the efficiency of capital budgeting divided into three scenarios, namely the best, normal and worst. The research will use a quantitative approach, factors that are relevant in the conceptual framework and company data will be used in the design of the questionnaire. Online questionnaire distribution was carried out starting from May 18 to July 31 with total respondents obtained a total of 195 respondents with experience having consumed Taichan satay. In knowing consumer perceptions of a product, there are 2 main points used. The first point is the perception related to the product, namely the product of a company itself and service. The second point is perceptions that do not relate to products such as price information, packaging or product appearance, and consumer parables. Based on the results of the assessment in the distribution of questionnaires, each element in consumer perception has relevance. Based on the results of the study, several recommendations can be applied in the Santuy project in terms of consumer perceptions and capital budgeting efficiency. For consumer perceptions, the Santuy project can see aspects in terms of product variance, price information, product quality, brand existence, location, and service. From the consumer perception, it will generate capital budgeting projection for the next 5 years and produce the result of NPV, IRR, and Payback Period in three kind scenarios that have been planned.