PERANCANGAN MODEL BISNIS PRODUK CHOUFEE KUE SUS KERING BERBAHAN TEPUNG UMBI GEMBILI MENGGUNAKAN BUSINESS MODEL CANVAS

This study aimed to develop a business model for Chouffee, a dry choux pastry
made with gembili tuber flour (Dioscorea esculenta) and filled with palm sugar
coffee milk ganache, using the Business Model Canvas (BMC) approach. A mixedmethods design was employed by combining questionnaires distributed to 32
consumers and semi-structured interviews with an entrepreneurship expert. The
data were analyzed descriptively to formulate the nine elements of the Business
Model Canvas. The findings indicated that most respondents were 18–25 years old
(59.4%), purchased snacks three to four times per week (50%), showed high interest
in innovative food products (75%), and expressed willingness to repurchase
Chouffee (59.4%). Expert recommendations emphasized targeting young
consumers, strengthening digital marketing through Instagram and TikTok,
improving product packaging, diversifying flavor variants, and establishing
strategic partnerships. Based on these findings, a Business Model Canvas was
developed to support the sustainable business development of Chouffee.

Penelitian ini bertujuan untuk merancang model bisnis produk Chouffee, yaitu kue
sus kering berbahan tepung umbi gembili dengan filling ganache kopi susu gula
aren, menggunakan pendekatan Business Model Canvas (BMC). Penelitian
menggunakan metode mixed methods dengan menggabungkan kuesioner kepada
32 konsumen dan wawancara semi terstruktur dengan seorang ahli kewirausahaan.
Data dianalisis secara deskriptif untuk menyusun sembilan elemen Business Model
Canvas. Hasil penelitian menunjukkan bahwa mayoritas responden berusia 18–25
tahun (59,4%), membeli camilan sebanyak 3–4 kali dalam seminggu (50%),
memiliki ketertarikan tinggi terhadap produk inovatif (75%), serta berminat
melakukan pembelian ulang Chouffee (59,4%). Hasil wawancara menunjukkan
bahwa strategi pengembangan usaha meliputi penentuan target pasar usia muda,
optimalisasi pemasaran digital melalui Instagram dan TikTok, pengembangan
kemasan dan variasi rasa, serta kerja sama dengan pemasok dan marketplace.
Berdasarkan hasil tersebut, disusun Business Model Canvas sebagai dasar
pengembangan usaha Chouffee secara berkelanjutan.