Rizqiana, Amanda Meisandy (2020) Pengembangan Usaha Salasa Outfit Menggunakan Pendekatan Value Proposition Canvas dan Business Model Canvas. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Salasa Outfit merupakan usaha yang bergerak dibidang ritel pakaian wanita yang berdiri sejak tahun 2016 dan berlokasi di Royal Plaza Surabaya. Kemudahan pemasaran online di era digital justru berbanding terbalik dengan pendapatan yang diperoleh yaitu penjualan offline store lebih banyak dibanding online store. Salasa Outfit juga tidak mengetahui value yang ditawarkan. Tak hanya itu, Salasa Outfit juga tidak memiliki model bisnis yang tepat dan dibutuhkan rancangan implementasi model bisnis sebagai pedoman dalam menjalankan bisnis agar sesuai dengan kaidah pemasaran. Oleh karena itu, tujuan dalam penelitian ini adalah menganalisis perbandingan pemasaran online dan offline store, mengidentifikasi value yang ditawarkan, merancang model bisnis yang tepat, dan memformulasikan rancangan implementasi model bisnis Salasa Outfit. Penelitian ini merupakan problem solving berjenis kualitatif dengan metode studi kasus. Data diperoleh melalui in-depth semi-structured interview kepada 25 responden, pihak internal Salasa Outfit (karyawan pemasaran dan pemilik usaha), dan 5 expert judgement. Penelitian ini dilakukan saat terjadi wabah pandemi Covid-19. Oleh karena itu, pengumpulan data dilakukan secara online yaitu melalui wawancara via chat menggunakan aplikasi Whatsapp. Data dianalisis menggunakan analisis komparatif, Value Proposition Canvas (VPC), Business Model Canvas (BMC), expert judgement, dan Strength, Weakness, Opportunity, Threat (SWOT) Analysis. Dari penelitian ini, dihasilkan rancangan implementasi model bisnis Salasa Outfit guna membantu Salasa Outfit dalam mengembangkan usahanya sesuai dengan kaidah pemasaran. Terdapat beberapa implikasi manajerial yang dapat diterapkan oleh Salasa Outfit dengan tujuan menjangkau pasar yang lebih luas sehingga penjualan baik dari sisi online dan offline dapat meningkat. Implikasi manajerial tersebut adalah peningkatan kualitas karyawan dibidang marketing, pemanfaatan dan penggunaan iklan, berkolaborasi dengan bisnis lain, serta pembuatan konten yang interaktif dan mengedukasi.
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Salasa Outfit is a business engaged in women's clothing retail which was established in 2016 and located in Royal Plaza Surabaya. The benefit of online marketing in the digital era is inversely proportional to the income obtained. It is proven by the selling of offline store is more than online stores. Salasa Outfit also does not acknowledge the value offered. Besides, it also does not have a proper business model and required a design of business model implementation as a guideline for managing a business to conform to the marketing principle. Therefore, the purpose of this research is to analyze the comparison between online and offline store marketing, identify a value offered, design a proper business model, and formulate a design implementation of the Salasa Outfit business model. This research was a qualitative problem-solving approach with a case study method. Data were collected through in-depth semi-structured interviews of 25 respondents, Salasa Outfit internals (marketing employees and business owner), and 5 expert judgments. This research was conducted during the outbreak of Covid-19 pandemic. Consequently, the data were collected online through interviews via Whatsapp chatting. Data were analyzed using comparative analysis, Value Proposition Canvas (VPC), Business Model Canvas (BMC), expert judgement, and Strength, Weakness, Opportunity, Threat (SWOT) analysis. From this research, the design of Salasa Outfit business model implementation is produced to assist Salasa Outfit in developing its business by following the marketing principle. Several managerial implications can be applied by Salasa Outfit to broaden the market so that the selling from both online and offline stores could increase. The managerial implications include an improvement for employee quality in the marketing field, utilization advertisements, collaborating with other businesses, and creating interactive and educational content.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | clothing retailing, comparative analysis, Value Proposition Canvas (VPC), Business Model Canvas (BMC), SWOT analysis,ritel pakaian, analisis komparatif, Value Proposition Canvas (VPC), Business Model Canvas (BMC), analisis SWOT |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Amanda Meisandy Rizqiana |
| Date Deposited: | 13 Aug 2020 09:12 |
| Last Modified: | 28 May 2023 16:28 |
| URI: | http://repository.its.ac.id/id/eprint/77927 |
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