POTENSI EKONOMI USAHA GEROBAK BUBUR SORGUM AYAM

Abstract

The research aims to support the Indonesian government in the food diversification program, reducing the consumption of rice with sorghum (Sorghum bicolor (L.) Moench). The feasibility of the business of Chicken Sorghum Porridge (Bursoryam) was tested through SWOT analysis, Break Even Point Analysis (BEP analysis), Analysis of Product Design, and Bursoryam Recipe Trial. The results of the study concluded: (1) The strategy of word of mouth marketing, with prioritizing product quality and hospitality service; (2) Payback analysis Period shows the return point of investment reached at a period of 3 months; (3) product trials recipe formula with produce 25% rice and 75% sorghum are preferred by customers. and (4) the unique design of business carts needs to prioritize beauty and sanitation hygiene