ANALISIS STUDI KELAYAKAN BISNIS PADA USAHA KEDAI KOPI AROMA (KOPI NUSANTARA DI KOTA BEKASI) Diana Lestari 1, Wachid Hasyim 2 Universitas Pelita Bangsa E-mail: dianalestari2763@gmail.com Abstract The coffee industry in Indonesia has experienced rapid growth in recent years, supported by increasing domestic consumption and the rising "coffee culture" trend among young people. Aroma Kopi Nusantara Café is one of the businesses that has emerged to seize this opportunity by highlighting local coffee from various regions in Indonesia. This study aims to analyze the business feasibility of this café from six main aspects: market, technical, management, legal, socio-economic, and financial, in order to determine its business prospects and appropriate development strategies. The research was conducted using descriptive analysis methods with primary data obtained through interviews, surveys, and direct observations, as well as secondary data from industry reports and relevant journals. The results of the study show that, from a market aspect, Aroma Kopi Nusantara Café has great potential with a clear customer segmentation, namely young adults aged 18-35. From a technical aspect, the strategic location in the heart of Bekasi city and the comfortable interior design provide significant added value, although there is a need to increase seating capacity. From a management perspective, the café is managed with a simple but effective structure, though additional training is required to improve customer service quality. From a legal aspect, the café has met all legal requirements, including business permits and halal certification. From a socio-economic aspect, the café has a positive impact by creating job opportunities and supporting local coffee farmers through partnerships. From a financial aspect, the analysis shows high business feasibility with a positive NPV of Rp200 million, an IRR of 30%, and a Payback Period of 2.5 years. However, sensitivity analysis indicates that revenue is highly dependent on the number of daily customers, making it necessary to implement a more aggressive and innovative marketing strategy. Keywords : Business Feasibility Study, SMEs, Financial Aspects, Coffee Shop Abstrak Industri kopi di Indonesia telah mengalami pertumbuhan yang pesat dalam beberapa tahun terakhir, didukung oleh peningkatan konsumsi domestik dan tren budaya ngopi yang semakin populer di kalangan anak muda. Kedai Kopi Aroma Kopi Nusantara merupakan salah satu pelaku usaha yang hadir untuk memanfaatkan peluang ini dengan mengangkat konsep kopi lokal dari berbagai daerah di Indonesia. Penelitian ini bertujuan untuk menganalisis kelayakan bisnis kedai ini dari enam aspek utama, yaitu pasar, teknis, manajemen, hukum, sosial- ekonomi, dan finansial, guna menentukan prospek bisnis dan strategi pengembangan yang sesuai. Penelitian dilakukan menggunakan metode analisis deskriptif dengan data primer yang diperoleh melalui wawancara, survei, dan observasi langsung, serta data sekunder dari laporan industri dan jurnal terkait. Hasil penelitian menunjukkan bahwa dari aspek pasar, Kedai Kopi Aroma Kopi Nusantara memiliki potensi besar dengan segmentasi pelanggan yang jelas, yaitu kalangan muda usia 18-35 tahun. Dari aspek teknis, lokasi strategis di pusat Kota Bekasi dan desain interior yang nyaman menjadi nilai tambah utama, meskipun ada kebutuhan untuk