Analisis Strategi Diversifikasi Produk dalam Menentukan Kelayakan Produk FnB di Cinepolis Denpasar
DOI:
https://doi.org/10.61404/mutiara.v4i4.591Keywords:
Diversification, Feasibility, Cinema, FnBAbstract
Competition in the cinema industry and changing consumer needs encourage Food and Beverage (FnB) diversification to increase revenue. This study analyzes FnB diversification strategies, evaluates product feasibility using the nine elements of the Business Model Canvas (BMC), and identifies supporting and inhibiting factors at Cinépolis Denpasar. A quantitative, descriptive-evaluative approach involved 30 customers selected through purposive sampling. Data were collected through questionnaires, structured interviews, non-participant observation, and documentation, then analyzed using descriptive statistics and SmartPLS. Results show diversification includes popcorn, snacks, beverages, combination packages, and seasonal products. BMC scores ranged from 4.211 to 4.411, with Customer Relationships highest and Revenue Streams lowest. Seven elements were feasible, while Key Partnerships and Cost Structure were moderately feasible. Supporting factors included product variety, customer service, marketing, and operational support. Key obstacles involved supply risks, inventory waste, and unmeasured product profitability. The study's novelty lies in integrating customer perceptions, instrument evaluation, and BMC mapping to prioritize product development based on market acceptance, operational efficiency, and measurable profitability.
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