Mufadlol, Abdurrohman Ibnul (2025) Pengembangan Program Loyalitas Untuk Meningkatkan Keterlibatan Pengguna Kartu Debit Virtual Menggunakan Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Dalam era pertumbuhan sistem pembayaran digital di Indonesia, layanan kartu debit virtual memiliki peran penting dalam mendukung transaksi digital, terutama bagi pelaku bisnis digital. Platform Y, penyedia layanan kartu debit virtual yang ditujukan untuk pebisnis online dan digital marketer, menghadapi tantangan dalam mempertahankan keterlibatan serta loyalitas pengguna aktif di tengah meningkatnya persaingan antar penyedia layanan finansial. Strategi program loyalitas sebelumnya menerapkan mekanisme gamifikasi berbasis akumulasi total transaksi bulanan, di mana pengguna dapat melakukan klaim reward setelah mencapai ambang minimum transaksi sebesar 400 juta rupiah per bulan. Pendekatan ini dinilai tidak inklusif karena hanya dapat dijangkau oleh 1,01% pengguna aktif, sehingga kurang relevan bagi sebagian besar pengguna lainnya. Penelitian ini bertujuan untuk merancang program loyalitas digital baru berbasis pendekatan Design Thinking yang lebih adaptif terhadap segmentasi pengguna. Program yang dikembangkan mencakup sistem cashback bertingkat sesuai level pengguna, pemberian birthday point, klaim merchandise dan voucher lintas produk (strategi cross-selling), fitur pengelolaan kartu, kenaikan limit penggunaan, serta akses bertahap terhadap fitur prioritas seperti whitelist account. Penelitian ini mengikuti lima tahap Design Thinking, yaitu empathize, define, ideate, prototype, dan test, dengan melibatkan 50 responden dalam proses evaluasi melalui metode A/B Testing menggunakan desain Cross-Over. Analisis data dilakukan menggunakan uji Wilcoxon Signed-Rank dan pengukuran efek melalui Rank-Biserial Correlation untuk menilai signifikansi perubahan persepsi dan kekuatan pengaruhnya. Hasil menunjukkan peningkatan signifikan pada seluruh variabel, dengan nilai r di atas 0,5 pada aspek motivasi naik level, relevansi fitur, intensi loyalitas, dan peningkatan volume transaksi. Sebanyak 82% responden menyatakan preferensi terhadap program baru karena alasan kejelasan informasi, keberagaman insentif, dan kemudahan dalam berpartisipasi. Temuan ini menunjukkan bahwa pendekatan Design Thinking efektif dalam merancang program loyalitas digital yang mampu meningkatkan keterlibatan pengguna serta memberikan keunggulan strategis dalam pengembangan layanan kartu debit virtual.
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Amid the growth of digital payment systems in Indonesia, virtual debit card services play a vital role in facilitating online transactions, particularly for digital entrepreneurs. Platform Y, a provider of virtual debit cards targeting online businesses and digital marketers, faces challenges in sustaining user engagement and loyalty in an increasingly competitive financial landscape. The previous loyalty strategy employed a gamification mechanism based on monthly transaction accumulation, where rewards could only be claimed after reaching a minimum spending threshold of IDR 400 million—accessible to only 1.01% of active users. This study aims to design a new, more inclusive digital loyalty program using the Design Thinking approach, tailored to different user segments. The redesigned program includes tier-based cashback, birthday point bonuses, exclusive merchandise, and cross-product vouchers (cross-selling strategy), card management tools, increased spending limits, and expanded access to priority features such as tiered whitelist accounts. The research follows five stages of Design Thinking—empathize, define, ideate, prototype, and test—and involves 50 respondents evaluated through A/B Testing using a Cross-Over Design. Data were analyzed using the Wilcoxon Signed-Rank Test and effect size measurements via Rank-Biserial Correlation to assess significance and impact strength. Results show significant improvements across all variables, with effect size (r) values above 0.5 for level-up motivation, feature relevance, loyalty intention, and transaction volume. Additionally, 82% of users preferred the new loyalty program over the previous one, highlighting clearer information, more diverse incentives, and simpler participation. This study concludes that the application of the Design Thinking approach effectively enhances user engagement, fosters long-term loyalty, and provides strategic value in the evolution of virtual debit card services.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | kartu debit virtual, program loyalitas digital, keterlibatan pengguna, design thinking, uji A/B, virtual debit card, digital loyalty program, user engagement, design thinking, A/B testing |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems T Technology > T Technology (General) > T58.8 Productivity. Efficiency T Technology > T Technology (General) > T59.7 Human-machine systems. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Abdurrohman Ibnul Mufadlol |
| Date Deposited: | 02 Jul 2025 08:16 |
| Last Modified: | 02 Jul 2025 08:16 |
| URI: | http://repository.its.ac.id/id/eprint/119331 |
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