Business Feasibility Study of Amplang MSME (Case Study: Amplang Sinar Baru, Samarinda)

Abstract

This study examines the feasibility of Sinar Baru's amplang business in Samarinda through an integrated feasibility study approach that utilizes market, financial, technical and operational analysis, human resources, and legality and compliance. The main problem of this study is the lack of overall research that combines the financial and non-financial elements of traditionally operating MSMEs with limited digital marketing. The purpose of this study is to assess financial and operational feasibility and develop strategies to improve production efficiency, digital marketing capabilities, and regulatory compliance. Qualitative analysis through interviews and production observations was combined with quantitative analysis of NPV, IRR, Payback Period, and Break-Even Point indicators. This study shows the latest position in terms of the business feasibility of culinary MSMEs that combine halal certification, distribution permits, and cash flow-based financial planning. The results show that Amplang Sinar Baru has competitiveness in the local market because it has a positive NPV, high IRR, short Payback Period, and realistic BEP. This research includes an integrated feasibility evaluation framework for culinary MSMEs that combines digital marketing, simple financial management, and policy advice and operational practices to improve the well-being of business actors, reduce risk, and expand opportunities.