Studi Kelayakan Pembukaan Usaha Fashion Wanita Korean Look Berbasis Tiktok Shop (Aneska Korean Shop) di Indonesia

Pratama, Bagas Putra Setya (2025) Studi Kelayakan Pembukaan Usaha Fashion Wanita Korean Look Berbasis Tiktok Shop (Aneska Korean Shop) di Indonesia. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study assesses the feasibility of establishing Aneska Korean Fashion, a women’s fashion business inspired by the Korean look, operating exclusively through TikTok Shop. The research was conducted as a realistic simulation based on market trends, digital data, and Gen Z shopping behavior in Indonesia. Feasibility was evaluated through non-financial aspects (market, technical, human resources, and consumer financial perception) and financial aspects (Net Present Value, Payback Period, and Profitability Index). Data collection involved an online questionnaire distributed to 50 purposively selected respondents—women aged 17–35 who actively use TikTok and are interested in Korean fashion. Results indicate that the market aspect scored 3.39 (high), technical aspect 3.67 (high), human resources aspect 3.81 (very high), and consumer financial perception 3.68 (high) on a 4-point scale. Financial analysis yielded a positive NPV of IDR 2,835,637, a Payback Period of 5.12 months, and a Profitability Index of 1.14, indicating economic feasibility. Overall, Aneska Korean Fashion is considered viable to operate as a digitalfirst micro-enterprise through TikTok Shop, supported by strong consumer interest, operational readiness, competent human resources, and promising profitability prospects.

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