v

PREFACE

Praise to the Almighty God for His blessing and grace given to the writer to

finish this final project. This final project, entitled of Business Feasibility Study of

Semanggi Restaurant at the Breeze in BSD City was arranged in order to fulfill a

part of academic requirements for the Professional Bachelor in Tourism (Sarjana

Terapan Pariwisata – S.Tr.Par.) in Hospitality Management Program of Sekolah

Tinggi Pariwisata Pelita Harapan – Tangerang, Banten.

The writer acknowledges that without support, assistance, advice, and prayer

from many people, this final project could not be completed. Hence, the writer

would like to express special gratitude and gratefulness to all who have given

tremendous contribution to this final project:

1. Lyly Soemarni, S.E., M.M., as the Project Advisor who has sincerely assisted

through providing her time and thought to give guidance, valuable

suggestion, assistance, and tremendous support to the writer in finishing this

final project.

2. Dr. Diena M. Lemy, A.Par., M.M., as the Dean of Pelita Harapan School of

Hospitality and Tourism who has supported, assisted, and kindly shared her

knowledge and experience to the writer during the study period.

3. Amelda Pramezwary, A.Par., M.M., as the Head of Hotel Management of

Pelita Harapan School of Hospitality and Tourism for her guidance,

knowledge, experience, and valuable assistance during the study period.

4. Jeffry Widjaja, S.E., M.M., as the Director of Administration in Pelita

Harapan School of Hospitality and Tourism.

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5. Sandra Maleachi, S.Pd., M.A., as the Academic Advisor of the writer who has

assisted, guided, and given advices during the writer’s study period.

6. The examiners team: Dr. Rudyanto, S.E., M.M., Dr. Diena M. Lemy, A.Par.,

M.M., Drs. Demson R. H. Goeltom, M.Pd., and the secretary Lisa Ginting,

S.E., who have held comprehensive final project examination, support,

suggestions, and inputs for this final project.

7. All the lectures in Pelita Harapan School of Hospitality and Tourism for their

guidance, assistance, and lesson to the writer from the beginning until the

completion of the final project.

8. All the administration staffs in Pelita Harapan School of Hospitality and

Tourism for their assistance and support to the writer from the beginning until

the completion of the final project.

9. All staffs in Johanes Oentoro Library Pelita Harapan University who have

already given considerably assistance and support for the writer from the

beginning until this point.

10. Beloved family and relatives, especially for my parents, brother, and sister

who have given tremendous support, prayer, encouragement, guidance,

suggestion, thought, and particularly financial support from my parents from

beginning until the end of the study period.

11. Komunitas Organik Indonesia, especially for Christopher Emille Jayanata and

Liana Agestina, Indonesia Berkebun, especially for Ida Amal, dr. Rika

Christina, CNP, C.Ht. from Numi Center, dr. Prapti Utami, MGz, and

Raymond Tan Wijaya who have shared their thought, knowledge, experience,

idea, and suggestion to the writer in completing the final project.

vii

12. Jessica Marthen, who has given great help by making a beautiful design for

Semanggi Restaurant, as well as Lisiana Susanto and Vania Marcella who

have given kindly help, guidance, and insight to help the writer accomplish

this final project.

13. Special people around the writer: Steven Muliadi, Astri Gitarani Setiawan,

Angel Swastika Sunata, Verina Noviana, Everlyn Shirly, Sharon Dellariva,

Tenry Bisono, Agus Nugroho, Michael Talim, Sheena Y. Liman, Sharon

Tanasal, Meidi Sugita, Delfina Valencia, and Eban Theodorus for their

support, thought, suggestion, assistance, and love to the writer to be able

complete the study well.

14. All members of Hotel Management D class batch 2012 who have already

become great companions for sharing and caring to the writer to finish the

study in four years.

15. All members of Hotel Management batch 2012 for being friends, partner, and

fighting companion to the writer for four-years study period in Pelita Harapan

School of Hospitality and Tourism.

16. All supporting people who name cannot be mentioned one by one for giving

support, thought, assistance, and suggestion to the writer in finishing the final

project.

Considering the limited knowledge and experience, the writer acknowledges

that this final project is far from perfection. Mistakes and error could exist in

writing this final project. Thus, criticism and suggestion are welcomed and

considered to be valuable for the writer. At last, the writer hopes that this final

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project would be beneficial and worthwhile for all the readers. Thank you and

God bless you.

Karawaci, February 2016

Maria Elva Lanovia

ix

TABLE OF CONTENT

Page

COVER

STATEMENT OF FINAL PROJECT AUTHENTICITY

FINAL PROJECT ADVISOR’S STATEMENT OF AGREEMENT

COMMITTEE OF FINAL PROJECT EXAMINERS’ STATEMENT

OF AGREEMENT

PREFACE ................................................................................................ v

TABLE OF CONTENT .......................................................................... ix

LIST OF PICTURE ................................................................................. xi

LIST OF FIGURE ................................................................................... xii

LIST OF TABLE ..................................................................................... xiii

LIST OF APPENDIX .............................................................................. xvi

CHAPTER I INTRODUCTION

A. The Initial Idea ........................................................................... 1

B. The Objectives ........................................................................... 14

C. Research Method ....................................................................... 16

D. Theoretical Conceptual Overview .............................................. 20

CHAPTER II MARKET AND MARKETING ASPECT

A. Demand Analysis ....................................................................... 38

B. Supply Analysis ......................................................................... 66

C. Segmentation, Targeting, Positioning ......................................... 85

D. Marketing Mix ........................................................................... 92

E. Economic Social, Legal and Politic, Environment and Technology

Aspect ........................................................................................ 118

CHAPTER III TECHNICAL ASPECT

A. Type of Activities and Facilities ................................................. 124

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B. Relationship Analysis Between Activities Functional and Facilities 140

C. The Calculation of Space Needed for the Facilities ..................... 141

D. Location Selection ..................................................................... 142

E. Technology Used ....................................................................... 145

CHAPTER IV MANAGEMENT ASPECT

A. Organization .............................................................................. 148

B. Human Resources ...................................................................... 164

C. Legal Aspect .............................................................................. 179

CHAPTER V FINANCIAL ASPECT

A. Sources and Needs of Fund ......................................................... 190

B. The Projection of Operating Expenses ........................................ 192

C. The Projection of Revenues ........................................................ 195

D. The Projection of Balance Sheet ................................................. 196

E. The Projection of Income Statement ........................................... 198

F. The Projection of Cash Flow ...................................................... 198

G. Break-Even Point Analysis ........................................................ 199

H. Financial Ratio ........................................................................... 200

I. The Investment Valuation .......................................................... 207

J. Risk Management ...................................................................... 211

CHAPTER VI CONCLUSION ........................................................... 214

REFERENCES ...................................................................................... 217

APPENDIX

CURRICULUM VITAE

xi

LIST OF PICTURE

No. Description Page

1. The Guidance For One Serving Meal .............................................. 12

2. Pedoman Gizi Seimbang ................................................................. 13

3. Logo Semanggi Restaurant ............................................................. 97

xii

LIST OF FIGURE

No. Description Page

1. Five Forces Porter Analysis of Semanggi Restaurant ...................... 85

2. Service Blueprint in Semanggi Restaurant ...................................... 128

3. Service Blueprint Delivery in Semanggi Restaurant through

Foodpanda.com .............................................................................. 133

4. Flow Activity in Food Production of Semanggi Restaurant ............. 134

5. Organization Structure in Semanggi Restaurant .............................. 161

xiii

LIST OF TABLE

No. Description Page

1. Share of Gross Domestic Product (GDP) by Industrial Year 2010 –

2014 ............................................................................................... 2

2. Population 15 Years of Age and Over Who Worked During the

Previous Week by Main Industry 2011 – 2014 ................................ 3

3. Distribution of Gross Regional Domestic Product at Current Market

by Industrial Origin 2010 – 2014 (Percentage) ................................ 6

4. Population and Population Growth in South Tangerang City Year

2014 ............................................................................................... 7

5. Number of Hotel, Travel Agent, Restaurant and Tourism Services

2012 – 2013 .................................................................................... 8

6. The Top 10 Diseases Causing Death in Indonesia 2014 .................. 10

7. Staffing for Kitchen Guideline for Determining Number of Staffs

in College and University Residence Hall ....................................... 36

8. Staffing for Dining Area Guideline for Determining Number of Staffs

in College and University Residence Hall ....................................... 36

9. Number of Population by Age Group in South Tangerang City 2012 –

2014 ............................................................................................... 39

10. Real Growth Rate of Gross Regional Domestic Product (GDRP) by

Industry in South Tangerang City (Percentage), 2010 – 2014 .......... 42

11. Role of Industry to Accommodation and Food Service Industry

Category (Percentage), 2010 – 2014 ............................................... 43

12. Reliability Analysis for Every Variable .......................................... 45

13. Reliability Analysis for Overall Variable ........................................ 46

14. Respondent’s Profile ....................................................................... 47

15. Market Condition ........................................................................... 50

16. Marketing Mix Product ................................................................... 56

17. Marketing Mix Price ........................................................................ 59

18. Marketing Mix Promotion .............................................................. 60

19. Marketing Mix People .................................................................... 61

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20. Marketing Mix Place ...................................................................... 62

21. Marketing Mix Packaging ............................................................... 62

22. Marketing Mix Programming ......................................................... 63

23. Marketing Mix Partnership ............................................................. 64

24. Direct Competitor of Semanggi Restaurant ..................................... 67

25. Substitute Services of Semanggi Restaurant .................................... 69

26. SWOT Analysis Matrix of Semanggi Restaurant ............................ 76

27. Menu in Semanggi Restaurant ........................................................ 94

28. Price List in Semanggi Restaurant .................................................. 103

29. Promotion Budget and Schedule in Semanggi Restaurant ............... 110

30. Packages Menu in Semanggi Restaurant ......................................... 114

31. Sales Contribution of Packaging to the Total Sales ......................... 114

32. Programs in Semanggi Restaurant .................................................. 115

33. Relationship Analysis between Activities Functional and Facilities

Semanggi Restaurant ...................................................................... 140

34. The Calculation of Space Needed for the Facilities Semanggi

Restaurant ...................................................................................... 141

35. Location Comparison Analysis ....................................................... 143

36. Semanggi Restaurant Expenses in Technology ............................... 147

37. Job Description and Job Specification for Semanggi Restaurant ..... 150

38. Employee’s Working Hour in Semanggi Restaurant ....................... 157

39. Staffing for Kitchen Guideline for Determining Number of Staffs

in College and University Residence Hall ....................................... 162

40. Staffing for Dining Area Guideline for Determining Number of Staffs

in College and University Residence Hall ....................................... 162

41. Number of Staffs in Semanggi Restaurant ...................................... 163

42. Employees Schedule in Semanggi Restaurant ................................. 163

43. Orientation Activity in Semanggi Restaurant .................................. 171

44. Employees Salary in Semanggi Restaurant ..................................... 172

45. BPJS Contribution in Semanggi Restaurant .................................... 176

46. Training and Development Programs in Semanggi Restaurant ........ 177

47. Uniform Expenses in Semanggi Restaurant .................................... 179

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48. Capital Needed in Semanggi Restaurant ......................................... 180

49. Legal Expenses of Semanggi Restaurant ......................................... 189

50. Initial Investment Estimation of Semanggi Restaurant .................... 191

51. Source of Investment ...................................................................... 192

52. Beginning Inventory ....................................................................... 192

53. Operating Expenses of Semanggi Restaurant .................................. 192

54. Payback Period Calculation ............................................................ 209

xvi

LIST OF APPENDIX

No. Description Page

A. Questionnaire ............................................................................ A 1-11

B. Design ....................................................................................... B 1-30

C. Food Cost .................................................................................. C 1-27

D. Beverage Cost ........................................................................... D 1-5

E. Equipment ................................................................................. E 1-4

F. Supplies ..................................................................................... F 1

G. List of Supplier .......................................................................... G 1-3

H. Financial Statement ................................................................... H 1-72

I. Partnership FoodPanda .............................................................. I 1