Perancangan Model Bisnis Omni-channel Marketing Menggunakan Pendekatan Design Thinking (Studi Kasus Industri Tas Dan Koper INTAKO)

Haya, Ritza Fadia (2023) Perancangan Model Bisnis Omni-channel Marketing Menggunakan Pendekatan Design Thinking (Studi Kasus Industri Tas Dan Koper INTAKO). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penurunan pendapatan usaha sebesar 75% dari tahun 2019 yang tercatat sebesar Rp8.646.838.875.- hingga tahun 2022 yang tercatat sebesar Rp2.246.993.721.- diakibatkan tidak hanya karena dampak Covid-19, melainkan juga kurangnya digitalisasi dan integrasi antar offline dan online channel marketing dari Industri Tas dan Koper INTAKO. Potensi INTAKO sangatlah tinggi untuk mendapatkan penjualan yang maksimal, terlihat dari potensi penjualan produk oleh pengrajin INTAKO yang memproduksi 600 hingga 1000 produk per hari, namun karena kurangnya integrasi offline dan online channel INTAKO, mereka menyalurkan produknya kepada supplier lain dengan keuntungan yang diperoleh tidak besar. Berdasarkan hal tersebut, terdapat urgensi dalam penyusunan layanan model bisnis omni-channel marketing. Penelitian ini akan menghasilkan perancangan layanan model bisnis omnichannel marketing berbasis integrasi layanan website yang tepat untuk INTAKO. Dalam pengerjaannya, akan menggunakan metode design thinking dengan teknik in depth-interview untuk memperoleh data dengan tujuh narasumber yang terdiri dari dua pemangku kepentingan INTAKO dan lima konsumen yang juga pengguna potensial website INTAKO, serta user testing untuk tahap pengujian ide dengan para narasumber tersebut. Kemudian untuk menghasilkan layanan yang tepat, akan digunakan tool Need, Approach, Benefit, Competition (NABC) pada tahap ideasi yang kemudian dilanjut dengan pembuatan prototipe. Penelitian ini dibagi menjadi tiga luaran yaitu tahap pre-purchase, purchase, dan post-purchase. Luaran tahap pre-purchase ialah website harus menyediakan segala sumber informasi mengenai segala hal tentang bisnis dan produk INTAKO secara lengkap, edukatif, jelas, mudah diakses, dan dapat menghubungkan users ke semua channel marketing INTAKO. Luaran tahap purchase ialah website harus mampu menjadi platform belanja online yang dapat digunakan untuk membeli produk dengan mudah dan nyaman, serta menampilkan informasi yang lengkap dan konsisten. Luaran tahap post-purchase ialah website perlu menjadi sarana yang menyediakan Informasi mengenai pembelian yang sudah pernah dilakukan users, kemudian berupa layanan yang bisa menampung wadah dan aspirasi users setelah melakukan pembelian dan juga layanan atau program yang dapat memberi potongan harga kepada users untuk melakukan pembelian selanjutnya.
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A decrease in operating income of 75% from 2019 which was recorded at IDR 8,646,838,875.-until 2022 which was recorded at IDR 2,246,993,721. - was caused not only because of the impact of Covid-19, but also the lack of digitalization and integration between offline and online marketing channel from the INTAKO Bag and Luggage Industry. INTAKO's potential is very high to get maximum sales, as seen from the potential for product sales by INTAKO craftsmen who produce 600 to 1000 products per day, but due to the lack of INTAKO offline and online channel integration, they distribute their products to other suppliers with not large profits. Based on this, there is an urgency in preparing the omni-channel marketing business model service. This research will result in the design of an omnichannel marketing business model service based on website service integration that is right for INTAKO. In the process, the design thinking method will be used with in-depth interview techniques to obtain data with seven informants consisting of two INTAKO stakeholders and five consumers who are also potential users of the INTAKO website, and user testing for the idea testing phase with these informants. Then to produce the right service, the Need, Approach, Benefit, Competition (NABC) tool will be used at the ideation stage which is then followed by prototyping. This research is divided into three outputs, namely the pre-purchase, purchase, and post-purchase stages. The output of the pre-purchase stage is that the website must provide all sources of information regarding everything about INTAKO's business and products in a complete, educational, clear, easily accessible manner, and can connect users to all INTAKO marketing channels. The output of the purchase stage is that the website must be able to become an online shopping platform that can be used to buy products easily and conveniently, as well as display complete and consistent information. The output of the post-purchase stage is that the website needs to be a facility that provides information about purchases that users have made, then in the form of services that can accommodate users' containers and aspirations after making purchases and services or programs that can provide discounts to users to make further purchases.

Item Type: Thesis (Other)
Uncontrolled Keywords: Channel Marketing, Design Thinking, Digitalisasi, INTAKO Tanggulangin, Integrasi Website, Model Bisnis, Omnichannel Marketing, Channel Marketing, Design Thinking, Digitalization, Website Integration, Business Models, Omnichannel Marketing.
Subjects: H Social Sciences > HB Economic Theory > HB615 Entrepreneurship.
H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Ritza Fadia Haya
Date Deposited: 01 Aug 2023 07:02
Last Modified: 01 Aug 2023 07:02
URI: http://repository.its.ac.id/id/eprint/100803

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