Desain Proposisi Nilai Untuk Payment Integrator Dengan Pendekatan Design Thinking

Pradana, Jaka Arya (2026) Desain Proposisi Nilai Untuk Payment Integrator Dengan Pendekatan Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT. X, sebuah perusahaan telekomunikasi, berupaya melakukan transformasi digital dengan memasuki industri teknologi pembayaran melalui pengembangan produk payment integrator. Penelitian ini bertujuan untuk membangun proposisi nilai produk payment integrator yang efektif dengan menggunakan pendekatan Design Thinking. Metodologi kualitatif ini diterapkan melalui lima tahapan: Empathize, Define, Ideate, Prototype, dan Test. Fase Empathize dan Define dilakukan melalui wawancara mendalam dengan lima responden dari segmen pasar yang berbeda untuk mengidentifikasi Customer Jobs, Pains, dan Gains. Hasilnya menunjukkan bahwa kebutuhan utama merchant adalah efisiensi operasional, kecepatan likuiditas (settlement), dan minimalisasi biaya. Fase Ideate dan Prototype menerjemahkan temuan ini menjadi sebuah konsep produk bernama Payment Integrator X dengan proposisi nilai Easy, Flexible, Competitive, dan Reliable. Fase Test dilakukan dengan mempresentasikan sales deck kepada responden dan menganalisis umpan balik menggunakan Feedback Capture Grid (FCG). Hasil pengujian menunjukkan adanya problemsolution fit yang kuat, di mana aspek Kepercayaan Merek dan Keandalan Sistem menjadi daya tarik utama. Namun, teridentifikasi pula dua objeksi kritis yang bersifat universal, yaitu waktu settlement yang diharapkan T+0/T+1 dan sensitivitas tinggi terhadap biaya transaksi (MDR). Penelitian ini menyimpulkan bahwa proposisi nilai yang efektif harus berpusat pada penyelesaian masalah fundamental operasional merchant (likuiditas dan biaya) sambil membangun keunggulan kompetitif melalui fleksibilitas, keandalan, dan fitur nilai tambah strategis. Saran praktis bagi PT. X adalah memprioritaskan pengembangan settlement T+0/T+1, merumuskan strategi harga yang transparan, dan mengembangkan fitur nilai tambah seperti program installment.
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PT. X, a telecommunications company, is undergoing a digital transformation by entering the payment technology industry through the development of a payment integrator product. This research aims to design value propositions for a payment integrator product using Design Thinking. This qualitative methodology was applied through five stages: Empathize, Define, Ideate, Prototype, and Test. The Empathize and Define phases were conducted through in-depth interviews with five respondents from different market segments to identify Customer Jobs, Pains, and Gains. The results indicated that merchants' primary needs are operational efficiency, liquidity speed (settlement), and cost minimization. The Ideate and Prototype phases translated these findings into a product concept called Payment Integrator X with a value proposition of Easy, Flexible, Competitive, and Reliable. The Test phase was carried out by presenting a sales deck to the respondents and analyzing feedback using the Feedback Capture Grid (FCG). The test results showed a strong problem-solution fit, with Brand Trust and System Reliability being the main attractions. However, two universal critical objections were also identified: the expectation of T+0/T+1 settlement time and high sensitivity to transaction costs (MDR). This study concludes that an effective value proposition must focus on solving merchants' fundamental operational problems (liquidity and cost) while building a competitive advantage through flexibility, reliability, and strategic value-added features. Practical recommendations for PT. X are to prioritize the development of T+0/T+1 settlement, formulate a transparent pricing strategy, and develop value-added features such as installment programs.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Design Thinking, Payment Integrator, Strategi Produk, Teknologi Finansial, Value Proposition Design, Design Thinking, Financial Technology, Payment Integrator, Product Strategy, Value Proposition Design.
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Jaka Arya Pradana
Date Deposited:	31 Jan 2026 08:36
Last Modified:	31 Jan 2026 08:36
URI:	http://repository.its.ac.id/id/eprint/131580

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