ANALISIS DAN PERANCANGAN MODEL BISNIS MENGGUNAKAN BUSINESS MODEL CANVAS PADA UMKM “MARLIN SUKA SUKA”

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam
mendorong pertumbuhan ekonomi dan menciptakan lapangan pekerjaan. Namun,
banyak UMKM yang masih menjalankan usahanya tanpa memiliki model bisnis
yang terdokumentasi secara sistematis, sehingga sulit mengidentifikasi peluang
pengembangan usaha. Salah satu UMKM yang menghadapi kondisi tersebut adalah
Marlin Suka Suka, yaitu usaha kuliner yang menjual berbagai produk makanan
cepat saji seperti kebab, burger, hotdog, shawarma, dan roti maryam. Penelitian ini
bertujuan untuk menganalisis model bisnis yang diterapkan pada UMKM Marlin
Suka Suka serta merancang pengembangan model bisnis menggunakan pendekatan
Business Model Canvas (BMC). Metode penelitian yang digunakan adalah metode
kualitatif deskriptif dengan pendekatan studi kasus. Data diperoleh melalui
observasi, wawancara, dan dokumentasi yang kemudian dianalisis berdasarkan
sembilan elemen Business Model Canvas, yaitu Customer Segments, Value
Proposition, Channels, Customer Relationships, Revenue Streams, Key Resources,
Key Activities, Key Partnerships, dan Cost Structure. Hasil penelitian menunjukkan
bahwa UMKM Marlin Suka Suka memiliki keunggulan berupa variasi produk yang
beragam dan harga yang terjangkau. Namun, terdapat beberapa kelemahan, seperti
promosi digital yang belum optimal, branding usaha yang masih sederhana, serta
belum memanfaatkan platform layanan pesan antar secara maksimal. Berdasarkan
hasil analisis, dirancang model bisnis yang menekankan penguatan pemasaran
digital, perluasan saluran penjualan, peningkatan hubungan pelanggan, serta
penguatan identitas merek. Implementasi strategi tersebut diharapkan dapat
meningkatkan daya saing dan keberlanjutan usaha UMKM Marlin Suka Suka.

Micro, Small, and Medium Enterprises (MSMEs) play an important role in promoting economic growth and creating employment opportunities. However, many MSMEs still operate without a systematically documented business model, making it difficult to identify opportunities for business development. One MSME facing this condition is Marlin Suka Suka, a culinary business that offers a variety of fast-food products, including kebabs, burgers, hot dogs, shawarma, and maryam bread. This study aims to analyze the existing business model implemented by Marlin Suka Suka and to develop an improved business model using the Business Model Canvas (BMC) approach. The research employed a descriptive qualitative method with a case study approach. Data were collected through observation, interviews, and documentation, and subsequently analyzed based on the nine elements of the Business Model Canvas: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. The findings indicate that Marlin Suka Suka possesses competitive advantages in terms of product variety and affordable pricing. However, several weaknesses were identified, including suboptimal digital marketing, a relatively simple brand identity, and limited utilization of online food delivery platforms. Based on the analysis, an improved business model was designed by emphasizing digital marketing enhancement, expansion of sales channels, strengthening customer relationships, and reinforcing brand identity. The implementation of these strategies is expected to improve the competitiveness and sustainability of Marlin Suka Suka MSME.