Pengembangan Skenario Kemampuan Bertahan UKM Terhadap Covid-19 Dalam Kerangka Kerja Social Commerce

Wardhani, Shinta Amalia Kusuma (2021) Pengembangan Skenario Kemampuan Bertahan UKM Terhadap Covid-19 Dalam Kerangka Kerja Social Commerce. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kelangsungan hidup Usaha Kecil Menengah (UKM) sangat terdampak oleh Pandemi COVID-19 karena model bisnis ini sangat bergantung pada hasil penjualan. Penurunan permintaan secara signifikan akan mengancam kelangsungan hidup UKM. Untuk mengatasi dampak tersebut, UKM perlu mempertimbangkan social commerce sebuah model baru dari e-commerce yang menurut berbagai penelitian menjadi platform untuk membantu bisnis terhubung dengan pelanggan dan mendapatkan keunggulan kompetitif. Penelitian ini bertujuan untuk mengembangkan skenario kemampuan bertahan UKM terhadap krisis keuangan akibat Pandemi COVID-19 berdasarkan kerangka kerja social commerce. Dalam mengembangkan scenario, penelitian ini berfokus pada komponen platform khususnya elemen information dan social-related activities kemudian komponen tersebut dipetakan dalam ITIL 4. Metode action research digunakan untuk menerapkan skenario pada UKM terdampak COVID-19 dan kemudian mengevaluasi bagaimana skenario tersebut dapat membantu UKM bertahan berdasarkan tolok ukur kinerja keuangan. Hasil penelitian menunjukkan seluruh aktifitas skenario yang diimplementasi dapat meningkatkan kinerja keuangan UKM. Selain itu, terdapat faktor diluar skenario social commerce seperti: diferensiasi produk, rotasi produksi, dan keterserdiaan stok.

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The survival of Small and Medium Enterprises (SMEs) is greatly affected by the COVID-19 Pandemic because this business model is very dependent on sales flow. A significant decline in demand will threaten the survival of SMEs. To overcome this impact, SMEs need to consider social commerce, a new model of e-commerce that according to various studies is a platform to help businesses connect with customers and gain a competitive advantage. This study aims to develop a scenario for the survival of SMEs against the financial crisis due to the COVID-19 pandemic based on the social commerce framework. In developing scenarios, this research focuses on platform components, especially elements of information and social-related activities, then these components are mapped in ITIL 4. The action research method is used to apply scenarios to SMEs affected by COVID-19 and then evaluates how these scenarios can help SMEs survive based on financial performance benchmarks. The results of the study show that all the implemented scenario activities can improve the financial performance of SMEs. In addition, there are factors other than the social commerce scenario, such as: product differentiation, production rotation, and stock availability.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Social commerce, COVID-19, SMEs Survivability, Action research, Social commerce, COVID-19, Survivability UKM, Action research
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis
Depositing User:	Shinta Amalia Kusuma Wardhani
Date Deposited:	22 Aug 2021 01:36
Last Modified:	22 Aug 2021 01:36
URI:	http://repository.its.ac.id/id/eprint/88326

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