Sales Performance, Business Product Feasibility, and Consumer Repurchase Intention Analysis of Munchcupp Products in the Market Day Capstone Project Using Descriptive Statistics and One-Sample T-Test

Purpose - This study evaluates the sales performance, business product feasibility (BPF), and consumer repurchase intention (RI) of Munchcupp, a food product marketed during the Market Day Capstone Project of the Digital Business Study Program, addressing the need for data-driven evaluation of student-run business ventures.

Design/Methodology/Approach - A descriptive quantitative approach was employed using actual sales data and survey responses from 30 consumers collected through a five-point Likert scale. Business product feasibility and repurchase intention were examined through a One-Sample t-Test with a test value of 4.00 at a significance level of 0.05.

Findings - Munchcupp generated total revenue of Rp2,400,000 and a net profit of Rp432,000, resulting in a profit margin of 18.00%. Statistical testing showed that both business product feasibility (t = 10.094; p < 0.001) and repurchase intention (t = 15.545; p < 0.001) were significantly higher than the benchmark value, indicating that consumers perceive Munchcupp as commercially viable and are inclined to purchase it again.

Originality/Value - This research offers a practical, replicable framework for evaluating student entrepreneurship projects by combining descriptive sales analysis with inferential testing of consumer perception, providing evidence-based guidance for further business development of Munchcupp and similar Capstone Project ventures