Analisis Perkembangan dan Kinerja Ekspansi Bisnis pada Brand Vityuu (PT Visi Menyehatkan Nusantara)

Marga, Kevin Ananta and Ikmalsyah, Muhammad Nadhif (2026) Analisis Perkembangan dan Kinerja Ekspansi Bisnis pada Brand Vityuu (PT Visi Menyehatkan Nusantara). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Vityuu (PT. Visi Menyehatkan Nusantara) merupakan ekosistem diet gula pertama di Indonesia yang mengintegrasikan produk fisik, produk digital, dan komunitas untuk menjawab kebutuhan gaya hidup rendah gula pada masyarakat usia produktif. Produk utama meliputi Sweet Block Spray, intervensi sensorik berbasis Gymnema sylvestre yang menghambat sementara persepsi rasa manis sebelum konsumsi terjadi, serta Miracle Tea, minuman herbal fungsional dengan konsep konsumsi terstruktur, yang dilengkapi dua produk digital pendukung perubahan kebiasaan. Laporan ini menganalisis perkembangan model bisnis, strategi komersialisasi, dan kinerja ekspansi Vityuu sejak inisiasi pada Februari 2025 hingga Juni 2026. Metode yang digunakan meliputi analisis tren pasar, survei internal dan Focus Group Discussion terhadap konsumen, penyusunan Business Model Canvas dan Value Proposition Canvas, penerapan kerangka design thinking dalam pengembangan produk, serta evaluasi kinerja keuangan berbasis laporan laba rugi, arus kas, posisi keuangan, dan unit economics. Hasil analisis menunjukkan bahwa Vityuu membukukan total omzet Rp2.331.015.164 dengan laba bersih Rp997.585.359 atau net profit margin 42,8% dan gross margin 58,8% selama periode pengamatan, ditopang oleh lebih dari 40.000 unit produk terjual dengan rating kepuasan 4,9, jangkauan konten media sosial melebihi 150 juta tayangan yang didominasi penonton non-followers, jaringan lebih dari 16.800 kreator afiliasi, serta komunitas aktif lebih dari 30.000 anggota. Struktur keuangan perusahaan bebas dari kewajiban berbunga dan ditopang dana hibah non-dilutif senilai Rp225.000.000, sehingga memberikan fleksibilitas tinggi untuk mendanai ekspansi secara mandiri. Temuan baru dari penelitian ini menegaskan bahwa keunggulan kompetitif brand kesehatan digital tidak lagi ditentukan semata oleh keunggulan formula produk, melainkan oleh kekuatan ekosistem yang mengintegrasikan produk, komunitas, dan figur pendiri secara bersamaan. Implikasi praktis dari temuan ini adalah pentingnya strategi mitigasi berbasis kekayaan intelektual dan penguatan komunitas untuk menghadapi risiko pemalsuan produk yang meningkat seiring pertumbuhan skala bisnis, sekaligus menjadi rujukan bagi pelaku usaha rintisan sejenis dalam merancang model bisnis berbasis ekosistem yang berkelanjutan.
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Vityuu (PT. Visi Menyehatkan Nusantara) is Indonesia's first sugar-diet ecosystem, integrating physical products, digital products, and a community to address growing demand for low-sugar lifestyles. Its core offerings include Sweet Block Spray, a Gymnema sylvestre-based sensory intervention that suppresses sweet-taste perception before consumption, and Miracle Tea, a functional herbal beverage built around a structured consumption ritual, complemented by two digital products supporting habit change. This report analyses the development of Vityuu's business model, commercialization strategy, and expansion performance from initiation in February 2025 through June 2026. The methods applied include market-trend analysis, internal surveys and Focus Group Discussions, formulation of a Business Model Canvas and Value Proposition Canvas, a design-thinking framework throughout product development, and evaluation of financial performance based on the income statement, cash flow statement, balance sheet, and unit economics. The findings show that Vityuu recorded total revenue of IDR 2,331,015,164 with a net profit of IDR 997,585,359, equivalent to a 42.8 percent net profit margin and a 58.8 percent gross margin over the observation period, supported by more than 40,000 units sold at a 4.9 satisfaction rating, combined social media reach exceeding 150 million views, a network of more than 16,800 affiliate creators, and an active community of more than 30,000 members. The company remains free of interest-bearing liabilities and is supported by IDR 225,000,000 in non-dilutive grant funding, enabling self-financed expansion. A key new finding is that the competitive advantage of digital health brands is no longer determined solely by product formulation, but increasingly by the strength of an integrated ecosystem combining product, community, and founder identity. The practical implication is that intellectual-property-based mitigation and community reinforcement are essential to counter the rising risk of product counterfeiting as the business scales, offering a reference for similar startups building sustainable, ecosystem-based models.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	diet gula, ekosistem bisnis, kinerja keuangan, model bisnis, pemasaran berbasis komunitas business ecosystem, business model, community-based marketing, financial performance, sugar diet
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Kevin Ananta Marga
Date Deposited:	03 Aug 2026 01:24
Last Modified:	03 Aug 2026 01:25
URI:	http://repository.its.ac.id/id/eprint/141398

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