Perumusan Strategi Peningkatan Market Share pada Divisi Private Service PT. Telkom Indonesia Menggunakan Metode AHP dan QSPM

Putri, Chikita Maulidya Pramono (2024) Perumusan Strategi Peningkatan Market Share pada Divisi Private Service PT. Telkom Indonesia Menggunakan Metode AHP dan QSPM. Masters thesis, Sekolah Interdisiplin Manajemen Teknologi.

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Abstract

PT Telkom Indonesia (Telkom) sebagai salah satu perusahaan BUMN di bidang telekomunikasi (IT) menetapkan strategi five bold moves (5BM) sebagai langkah transformasi dalam mendukung tiga pilar bisnis digital (connectivity, platform, service). Telkom saat ini fokus pada pelanggan business-to-business (B2B) dan layanan Indihome dikelola oleh Telkomsel (anak perusahaan Telkom). Dalam mendukung hal tersebut, dilakukan transformasi organisasi di Divisi Enterprise Service (DES) dengan terbagi menjadi dua divisi yaitu Divisi State-Owned Enterprise (SOE) untuk sektor BUMN dan Divisi Private Service (DPS) untuk sektor konglomerasi/swasta. Salah satu tujuan terbentuknya DPS adalah growth yang linier dengan peningkatan market share. Market share DPS baru tercapai di 4,4% dengan growth industri di 7,4% dan kontribusi revenue pelanggan B2B 70% dari sektor BUMN. Sehingga pada penelitian ini, dirumuskan alternatif strategi dan yang prioritas bagi DPS untuk dapat meningkatkan market share dengan metode Analytical Hierarchy Process (AHP) dan Quantitative Strategic Planning Matrix (QSPM). Dimulai dari identifikasi faktor internal dan eksternal DPS, penyusunan matriks IFE-EFE-IE-SWOT, pembobotan alternatif strategi dengan AHP, dan penentuan alternatif strategi prioritas dengan QSPM. Dengan mewawancarai Deputy EVP DPS sebagai leader DPS, metode kuesioner ke 9 responden internal, dan 2 responden eksternal, hasil penelitian menunjukkan adanya 15 alternatif strategi yang dirumuskan dan dipilih 5 alternatif strategi terbaik yang menjadi prioritas, antara lain Menjadi Strategic Partner bagi para Giant Tech di Indonesia; Joint Training Session dengan kurikulum Giant Tech; Simplifikasi bisnis proses end to end yang sesuai dengan sektor konglomerasi/swasta dengan IT Tools terintegrasi ke seluruh unit; Penguatan layanan connectivity dengan peningkatan SLA dan penurunan waktu downtime; Joint Development dengan Konglomerasi Swasta untuk solusi Ekosistem sebagai bentuk bisnis resiprokal.
============================================================================= PT Telkom Indonesia (Telkom) as one of the state-owned companies in IT sector has set a five bold moves (5BM) strategy as a transformation step in supporting the three domains of digital business (connectivity, platform, service). Telkom currently focuses on business-to-business (B2B) customers and Indihome services are managed by Telkomsel (a subsidiary of Telkom). In Supporting this, an organizational transformation was carried out in the Enterprise Service Division (DES) by dividing into two divisions, namely State-Owned Enterprise (SOE) Division for the BUMN sector and Private Service Division (DPS) for the conglomerate/private sector. One of DPS objective is growth that linear with increase in market share. DPS's market share has only been achieved at 4.4% with industry growth at 7.4% and B2B customer revenue contribution 70% comes from the BUMN sector. In this study, alternative strategies and priorities were formulated for DPS so it will be able to increase market share using the Analytical Hierarchy Process (AHP) and Quantitative Strategic Planning Matrix (QSPM) methods. Starting from, identify internal and external factors of DPS, formulating IFE-EFE-IE-SWOT matrix, weighting alternative strategies with AHP, and the determining alternative priority strategies with QSPM. Interview with Deputy EVP DPS as the leader of DPS, questionnaire given to 9 internal respondent, and 2 from external respondent, the results of this study showed that there are 15 alternative strategies formulated and 5 best alternative strategies were selected as priorities, including Becoming a Strategic Partner for Giant Tech in Indonesia; Joint Training Session with Giant Tech curriculum; Simplification of end-to-end business processes in accordance with the conglomerate/private sector with integrated IT Tools to all units; Strengthening connectivity services by increasing SLA and reducing downtime; Joint Development with Private Conglomerates for Ecosystem solutions as a form of reciprocal business.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Divisi Private Service, Strategi, QSPM, AHP, Market Share
Subjects:	T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Chikita Maulidya Pramono Putri
Date Deposited:	01 Aug 2024 07:43
Last Modified:	01 Aug 2024 07:43
URI:	http://repository.its.ac.id/id/eprint/109978

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