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Kewirausahaan BUKU AJAR KEWIRAUSAHAAN PERTANIAN TRIO SANTOSO | SUGENG P HARIANTO GUNARDI DJOKO WINARNO | INDRA GUMAY FEBRYANO Hak cipta pada penulis Hak penerbitan pada penerbit Tidak boleh diproduksi sebagian atau seluruhnya dalam bentuk apapun Tanpa izin tertulis dari pengarang dan/atau penerbit Kutipan Pasal 72 : Sanksi pelanggaran Undang-undang Hak Cipta (UU No. 10 Tahun 2012) 1. Barang siapa dengan sengaja dan tanpa hak melakukan perbuatan sebagaimana dimaksud dalam Pasal 2 ayat (1) atau Pasal (49) ayat (1) dan ayat (2) dipidana dengan pidana penjara masing-masing paling singkat 1 (satu) bulan dan/atau denda paling sedikit Rp. 1. 000.000,00 (satu juta rupiah), atau pidana penjara paling lama 7 (tujuh) tahun dan atau denda paling banyak Rp. 5. 000.000.000,00 (lima miliar rupiah) 2. Barang siapa dengan sengaja menyiarkan, memamerkan, mengedarkan, atau menjual kepada umum suatu Ciptaan atau hasil barang hasil pelanggaran Hak Cipta atau Hak Terkait sebagaimana dimaksud ayat (1) dipidana dengan pidana penjara paling lama 5 (lima) tahun dan/atau denda paling banyak Rp. 500.000.000,00 (lima ratus juta rupiah) ii Kewirausahaan pertanian BUKU AJAR KEWIRAUSAHAAN PERTANIAN TRIO SANTOSO | SUGENG P HARIANTO GUNARDI DJOKO WINARNO | INDRA GUMAY FEBRYANO Perpustakaan Nasional RI: Katalog Dalam Terbitan (KDT) KEWIRAUSAHAAN PERTANIAN Penulis: TRIO SANTOSO SUGENG P HARIANTO GUNARDI DJOKO WINARNO INDRA GUMAY FEBRYANO Layout Pusaka Media Design x + 118hal : 15.5 x 23 cm Cetakan, April 2019 ISBN: 978-602-5947-62-9 Penerbit Pusaka Media Jl. Endro Suratmin, Pandawa Raya. No. 100 Korpri Jaya Sukarame Bandarlampung 082280035489 email : [email protected] Website : www.pusakamedia.com Dilarang mengutip atau memperbanyak sebagian atau seluruh isi buku ini tanpa izin tertulis dari penerbit KATA PENGANTAR Puji syukur kepada Allah SWT atas selesainya penyusunan buku ajar ini. Buku yang berjudul “KEWIRAUSAHAAN PERTANIAN” ini disusun untuk memberikan ilmu wirausaha, motivasi, wawasan dan profil sukses pengusaha kepada mahasiswa agar para pembaca terutama mahasiswa tergerak untuk melangkah melakukan kegiatan usaha. Isi buku dimulai dari masalah pengangguran yang meluas dari berbagai latar belakang pendidikan, sehingga penting untuk membekali mahasiswa dengan semangat wirausaha. Pengetahuan wirausaha diawali dengan pemahaman kewirausahaan, dilanjutkan dengan teori motivasi. Pembahasan etika menjadi penting untuk sebagai bekal dalam menjalankan marketing sekaligus sikap dalam kehidupan sehari hari. Mahasiswa juga perlu diberikan figur pengusaha sukses baik di Indonesia dan dunia. Diharapkan mahasiswa akan termotivasi dan berwirausaha sesuai dengan kemampuan sebagai langkah awal keberhasilan. Semoga buku ini bermanfaat bagi semua pembaca. Bandar Lampung, April 2019 Penulis Kewirausahaan pertanian v DAFTAR ISI KATA PENGANTAR ..................................................................................... v DAFTAR ISI .................................................................................................... vi DAFTAR TABEL ............................................................................................ viii DAFTAR GAMBAR ....................................................................................... ix I. PENDAHULUAN ................................................................................ 1 II. KEWIRAUSAHAAN ............................................................................ 6 A. Sejarah ....................................................................................... 6 B. Definisi ....................................................................................... 7 III. MOTIVASI ........................................................................................ 13 A. Teori-Teori Motivasi ............................................................... 14 B. Perilaku dan Motivasi ............................................................. 20 IV. ETIKA BERWIRAUSAHA ................................................................. 22 A. Etimologi Etika Bisnis ............................................................. 22 B. Macam-macam Pengertian Etika Binis ............................... 23 C. Norma ........................................................................................ 24 D. Prinsip-prinsip Etika Kewirausahaan .................................. 25 E. Prisnisp-prinsip Etika Perilaku bisnis ................................. 26 F. Prophetic Intelelligence Sebagai Spirit Etika Kewirausahaan ......................................................................... 27 G. Etika Bisnis dalam Islam ......................................................... 29 H. Manfaat Etika Bisnis Untuk Perusahaan ............................. 36 V. MARKETING .................................................................................... 37 A. Definisi ...................................................................................... 37 B. Tujuan Marketing .................................................................... 38 C. Strategi Pemasaran ................................................................. 40 D. Konsep Marketing ................................................................... 41 E. Implementasi Manajemen Pemasaran Coca Cola ............ 45 vi Kewirausahaan pertanian VI. ANALISIS KELAYAKAN USAHA ................................................. 50 A. Pengertian ................................................................................ 50 B. Studi kasus kelayakan usaha kebun pisang di PT NTF DAFTAR ISI (Nusantara Tropical Fruit) ..................................................... 53 VII. PERILAKU KONSUMEN ................................................................ 59 A. Definisi ....................................................................................... 59 B. Teori Perilaku ........................................................................... 61 C. Faktor-faktor Perilaku Konsumen ....................................... 63 KATA PENGANTAR ..................................................................................... v D. Macam-Macam Situasi Pembelian ...................................... 72 DAFTAR ISI .................................................................................................... vi E. Struktur Keputusan Membeli ............................................... 72 DAFTAR TABEL ............................................................................................ viii F. Model penilaian konsumen ................................................... 74 DAFTAR GAMBAR ....................................................................................... ix G. Manfaat Mempelajari Perilaku Konsumen ......................... 74 I. PENDAHULUAN ................................................................................ 1 VIII. FIGUR WIRAUSAHA INDONESIA ............................................... 77 II. KEWIRAUSAHAAN ............................................................................ 6 A. Gibran dengan usaha cateringnya ....................................... 77 A. Sejarah ....................................................................................... 6 B. Budi Hartono (Oei Wie Gwan) dengan jarumnya ............. 79 B. Definisi ....................................................................................... 7 C. Indra Noviansyah (1989) dan Sampah ................................. 82 III. MOTIVASI ........................................................................................ 13 D. Aburizal Bakrie ......................................................................... 86 A. Teori-Teori Motivasi ............................................................... 14 E. Chairul Tanjung dan Trans TV .............................................. 91 B. Perilaku dan Motivasi ............................................................. 20 F. Theodore Permadi Rchmat dan Astra ................................. 94 IV. ETIKA BERWIRAUSAHA ................................................................. 22 IX. ORANG TERKAYA ............................................................................. 100 A. Etimologi Etika Bisnis ............................................................. 22 A. Orang Terkaya .......................................................................... 100 B. Macam-macam Pengertian Etika Binis ............................... 23 B. Kesamaan Sifat yang Dimiliki Orang-Orang Terkaya C. Norma ........................................................................................ 24 Dunia .......................................................................................... 104 D. Prinsip-prinsip Etika Kewirausahaan .................................. 25 Glossary .......................................................................................................... 107 E. Prisnisp-prinsip Etika Perilaku bisnis ................................. 26 Daftar Pustaka ............................................................................................. 108 F. Prophetic Intelelligence Sebagai Spirit Etika Kewirausahaan ......................................................................... 27 G. Etika Bisnis dalam Islam ......................................................... 29 H. Manfaat Etika Bisnis Untuk Perusahaan ............................. 36 V. MARKETING .................................................................................... 37 A. Definisi ...................................................................................... 37
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