Saepudin, Aep (2026) Inovasi Bisnis Layanan Electric Solution untuk Meningkatkan Pendapatan PT Haleyora Power Menggunakan Integrasi Business Model Canvas, Design Thinking dan TOWS Analysis. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Electric Solution, salah satu program PT Haleyora Power, menyediakan layanan instalasi, operasi, dan pemeliharaan kelistrikan untuk pelanggan residensial, VIP, komersial, dan industri. Kontribusinya terhadap pendapatan perusahaan masih rendah, yaitu 1,04% pada tahun 2024, meskipun potensi pasar diperkirakan dapat mencapai 20% pada tahun 2028. Kondisi ini menunjukkan perlunya inovasi model bisnis yang lebih gesit, digital, dan berorientasi pada kebutuhan pelanggan. Penelitian ini menggunakan pendekatan mixed method, yaitu gabungan metode kualitatif melalui wawancara mendalam kepada 15 responden untuk menggali kebutuhan dan permasalahan pelanggan, serta metode kuantitatif melalui survei 50 responden untuk memvalidasi temuan tersebut secara terukur. Tahap awal penelitian memetakan model bisnis eksisting menggunakan Business Model Canvas (BMC) untuk mengidentifikasi kesenjangan utama. Selanjutnya, pendekatan Design Thinking berbasis Value Proposition Design (VPD) digunakan untuk menggali kebutuhan pelanggan secara empatik dan menyusun proposisi nilai serta portofolio layanan baru. Tahap akhir menggunakan TOWS Analysis untuk merumuskan strategi pengembangan bisnis berdasarkan faktor internal dan eksternal yang relevan. Model bisnis yang dihasilkan mencakup layanan digital real-time, SLA terukur, serta portofolio layanan yang diperluas meliputi inspeksi, sertifikasi instalasi, asuransi kelistrikan, konsultasi, audit efisiensi energi, serta peluang pendapatan baru melalui bundling dan subscription dengan potensi kenaikan pendapatan empat kali lipat. Pendekatan ini bertujuan meningkatkan daya saing dan kontribusi pendapatan, sekaligus memberikan kerangka metodologis inovasi model bisnis berbasis pelanggan bagi sektor utilitas energi.
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Electric Solution, one of PT Haleyora Power's programs, provides electrical installation, operation, and maintenance services for residential, VIP, commercial, and industrial customers. Its contribution to the company's revenue remains low at 1.04% in 2024, although the market potential is expected to reach 20% by 2028. This condition underscores the need for a more agile, digital, and customer-oriented business model. This study uses a mixed-methods approach, combining qualitative methods (in-depth interviews with 15 respondents) to explore customer needs and problems and quantitative methods (a survey of 50 respondents) to validate the findings. The initial stage of the research mapped the existing business model using the Business Model Canvas (BMC) to identify key gaps. Furthermore, the Value Proposition Design (VPD)-based Design Thinking approach is used to empathize with customer needs and develop a value proposition and a new service portfolio. The final stage uses TOWS Analysis to formulate a business development strategy based on relevant internal and external factors. The resulting business model includes real-time digital services, measurable SLAs, and an expanded portfolio of services, including inspections, installation certification, electrical insurance, consulting, energy efficiency audits, as well as new revenue opportunities through bundling and subscriptions with the potential to quadruple revenue. This approach aims to increase competitiveness and revenue contribution, while providing a methodological framework for customer-based business model innovation for the energy utility sector.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Business Model Canvas, Design Thinking, Electric Solution, Inovasi Bisnis, TOWS Analysis. Business Model Canvas, Design Thinking, Electricity Business Innovation, Electric Solution, TOWS Analysis. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) |
| Depositing User: | Aep Saepudin |
| Date Deposited: | 27 Jan 2026 01:12 |
| Last Modified: | 27 Jan 2026 01:12 |
| URI: | http://repository.its.ac.id/id/eprint/130371 |
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