PERANCANGAN BUSINESS MODEL CANVAS (BMC) PADA USAHA PRODUK INOVASI SILKY PUDDING BAJIGUR “JIGUR-SILK”

ABSTRACT
JIGUR-SILK is an innovative product that transforms the traditional Bajigur beverage into a modern "Silky Pudding" dessert tailored for the Generation Z market. This study employs a descriptive qualitative method utilizing the Business Model Canvas (BMC) framework, alongside STP and SWOT analyses. The business model evaluation was conducted in two stages: a direct sales phase involving three batches via a pre-order system, followed by source triangulation using in-depth interviews with nine Generation Z consumers and two expert informants. The results indicate that all elements of the JIGUR-SILK BMC have been successfully validated. During the sales period, 150 bottles were sold at IDR 7,000.00 each, generating a net profit of IDR 350,750.00. The product's core value lies in the unique, authentic *bajigur* flavor combined with a smooth pudding texture. Direct sales (Cash on Delivery) within the campus area and WhatsApp orders—supported by responsive customer service—proved to be the most effective marketing channels. The study concludes that modifying traditional culinary items into modern products holds significant market potential within the Generation Z segment.
Keywords: Business Model Canvas (BMC), Product Innovation, Generation Z, JIGUR-SILK, Bajigur, Silky Pudding.

ABSTRAK
JIGUR-SILK merupakan sebuah inovasi produk minuman tradisional Bajigur yang disajikan dalam bentuk dessert modern Silky Pudding untuk pasar Generasi Z. Metode penulisan yang digunakan adalah kualitatif deskriptif dengan pendekatan Business Model Canvas (BMC) serta analisis STP dan SWOT. Evaluasi model bisnis dilakukan melalui dua tahapan, yaitu penjualan langsung sebanyak 3 batch melalui sistem pre-order dan dilanjutkan dengan Teknik triangulasi sumber berupa wawancara mendalam bersama sembilan konsumen Generasi Z dan dua informan ahli. Hasil penulisan menunjukkan bahwa seluruh elemen BMC JIGUR-SILK telah tervalidasi dengan baik. Selama periode penjualan, sebanyak 150 botol produk habis terjual dengan harga Rp 7.000,00 per botol dan menghasilkan laba bersih sebesar Rp 350.750,00. Nilai utama produk terletak pada keunikan rasa autentik bajigur dan tekstur pudding yang lembut. Saluran pemasaran paling efektif terbukti melalui direct celling (COD) di area kampus dan pemesanan via WhatsApp yang didukung pelayanan responsif. Penelitian ini menyimpulkan bahwa modifikasi kuliner tradisional menjadi produk modern memiliki potensi pasar yang besar pada segmen Generasi z.
Kata Kunci: Business Model Canvas (BMC), Inovasi Produk, Generasi Z, JIGUR-SILK, Bajigur, Silky Pudding.