Perdana, Yudha Satya (2025) Penerapan Dan Analisis Dampak Inovasi Berbasis Lean Agile Startup Dalam Pengembangan Bisnis Konsultasi Keuangan Virtual. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Transformasi digital di sektor perbankan mendorong lahirnya inovasi layanan yang mengintegrasikan teknologi dan pendekatan berbasis pengguna. Salah satu bentuknya adalah Virtual Financial Advisor (VFA), layanan konsultasi keuangan virtual yang dirancang untuk menjangkau nasabah unmaintained secara lebih inklusif. Penelitian ini menganalisis penerapan pendekatan Lean Agile Startup (LAS) dalam kerangka Model Gartner, yang mengintegrasikan Design Thinking, Lean Startup, dan Agile Delivery secara bertahap dalam proses inovasi. Proses ini menghasilkan pengembangan bisnis VFA dan analisis dampaknya terhadap aspek profitabilitas dan pertumbuhan aset nasabah. VFA mampu menjangkau segmen unmaintained customers secara inklusif dan efisien, dengan menghadirkan layanan konsultasi keuangan berbasis data. Dari efisiensi profitabilitas menghasilkan Cost to Income Ratio (CIR) sebesar 39,2%, yang tergolong efisien dibandingkan rata-rata industri. Dampak terhadap nasabah dianalisis melalui perubahan Asset Under Management (AUM) dan Product Holding diuji menggunakan pendekatan kuasi-eksperimental melalui Propensity Score Matching (PSM) dan Difference-in-Differences (DiD). Hasil menunjukkan peningkatan signifikan pada AUM dan fluktuatif pada pertumbuhan product holding. Analisis segmentasi dengan metode Classification and Regression Tree (CART) menunjukkan bahwa respons terhadap layanan VFA secara signifikan dipengaruhi oleh konteks sosial-budaya serta fase kehidupan seseorang. Penelitian ini merekomendasikan perluasan VFA pada segmen prioritas berbasis data dan peningkatan kapabilitas digital engagement untuk memaksimalkan manfaat layanan. Secara teoretis, pendekatan kuasi-eksperimental menawarkan kerangka evaluasi yang lebih adaptif
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Digital transformation in the banking sector is driving the emergence of service innovations that integrate technology and a user-centric approach, including the Virtual Financial Advisor (VFA), a virtual financial consulting service designed to reach unmaintained customers more inclusively. This study analyzes the implementation of the Lean Agile Startup (LAS) approach within the Gartner Model framework, which integrates Design Thinking, Lean Startup, and Agile Delivery in a phased manner into the innovation process. This process resulted in the development of a VFA business and an analysis of its impact on profitability and customer asset growth. VFA can reach the unmaintained customer segment inclusively and efficiently by providing data-driven financial consulting services. Profitability efficiency results in a Cost-to-Income Ratio (CIR) of 39.2%, which is considered efficient compared to the industry average. The impact on customers is analyzed through changes in Assets Under Management (AUM) and Product Holding, which are tested using a quasi-experimental approach via Propensity Score Matching (PSM) and Difference-in-Differences (DiD). The results show a significant increase in AUM, along with fluctuations in product holding growth. Segmentation analysis using the Classification and Regression Tree (CART) method shows that responses to VFA services are significantly influenced by the socio-cultural context and an individual's life stage. This study recommends expanding VFA to priority data-driven segments and enhancing digital engagement capabilities to maximize service benefits. Theoretically, the quasi-experimental approach offers a more adaptive evaluation framework.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Gartner Model, Lean Agile Startup (LAS), Cost to Income Ratio (CIR), Propensity Score Matching (PSM), Difference-in-Differences (DiD), Classification and Regression Tree (CART) |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD62.5 New business enterprises. Business incubators. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation |
| Depositing User: | Yudha Satya Perdana |
| Date Deposited: | 01 Aug 2025 01:37 |
| Last Modified: | 01 Aug 2025 01:37 |
| URI: | http://repository.its.ac.id/id/eprint/125599 |
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