Inovasi Model Bisnis Berkelanjutan dengan Pendekatan Design Thinking: Studi Kasus Ritel Fesyen Kecil Zahraziza.mfo

Zahra, Halimah Fatimatus (2026) Inovasi Model Bisnis Berkelanjutan dengan Pendekatan Design Thinking: Studi Kasus Ritel Fesyen Kecil Zahraziza.mfo. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perubahan perilaku konsumen pascapandemi mendorong pelaku ritel fesyen untuk terus beradaptasi, terutama dalam merespons percepatan digitalisasi dan meningkatnya tuntutan efisiensi bisnis. Namun demikian, tidak seluruh upaya adaptasi tersebut pada akhirnya mampu memulihkan kinerja usaha. Kondisi ini dialami oleh sebuah ritel fesyen muslim skala kecil di Kota Surabaya yang terus mengalami penurunan performa bisnis meskipun telah memanfaatkan kanal digital. Temuan awal menunjukkan adanya ketidaksesuaian antara elemen-elemen inti model bisnis eksisting dengan kebutuhan dan ekspektasi pelanggan pascapandemi, yang berdampak pada inefisiensi operasional, penumpukan stok, serta menurunnya kepercayaan pelanggan. Berangkat dari permasalahan tersebut, penelitian ini bertujuan untuk merancang inovasi model bisnis berkelanjutan yang kontekstual dan realistis melalui pendekatan Design Thinking. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus tunggal, melalui metode wawancara mendalam dan observasi terhadap pelanggan serta manajemen internal. Design Thinking digunakan sebagai kerangka kerja yang mencakup tahapan Empathize, Define, Ideate, Prototype, dan Test untuk menggali kebutuhan pengguna, merumuskan masalah, serta mengembangkan dan menguji solusi. Hasil penelitian berupa prototipe inovasi model bisnis yang menunjukkan perubahan pada elemen inti Business Model Canvas, khususnya pada proposisi nilai, saluran, dan hubungan pelanggan, dengan mempertimbangkan prinsip Sustainable Business Model Innovation. Prototipe solusi dirumuskan dalam bentuk penguatan pengalaman belanja digital, pengembangan koleksi kapsul berkelanjutan, penerapan program circular fashion system secara bertahap, serta penyempurnaan identitas dan narasi merek. Rancangan model bisnis ini diharapkan mampu meningkatkan ketahanan usaha, menyelaraskan penciptaan nilai dengan kebutuhan pelanggan dan kapasitas internal, serta menjadi referensi praktis bagi pengembangan ritel fesyen skala kecil yang berorientasi pada keberlanjutan.
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Changes in consumer behavior in the post-pandemic period have compelled fashion retail businesses to adapt, particularly through the utilization of digital channels. However, not all adaptation efforts have resulted in improved business performance. This condition was experienced by a small-scale Muslim fashion retailer in Surabaya that continued to face declining performance despite undergoing digital transformation. Internal analysis revealed a misalignment between key elements of the existing business model and the evolving needs and expectations of customers, particularly in terms of customer segments, value proposition, channels, key activities, and key resources. Based on these issues, this study aims to develop a sustainable business model design that supports business resilience and competitiveness. This research adopts a qualitative approach using interviews and observations within a single case study context, which are then integrated into the Design Thinking framework through the five stages proposed by the Stanford d.school (2018): Empathize, Define, Ideate, Prototype, and Test, to explore customer insights and validate the proposed solutions. The results of the study are manifested in a sustainable business model prototype that focuses on transforming the core levers of the business model, namely the value proposition, customer relationships, and channels. The prototype generates several clusters of strategic solutions, including strengthening digital trust and shopping experience, developing a sustainable capsule collection, implementing circular fashion initiatives in a gradual manner, and refining brand identity. This sustainable business model design is expected to realign the logic of value creation with customer needs, enhance business resilience, and serve as a reference for the development of sustainability-oriented small-scale fashion retail businesses.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Inovasi Model Bisnis Berkelanjutan, Design Thinking, Ritel Fesyen, Inovasi, Berkelanjutan, Sustainable Business Model Innovation, Fashion Retail, Innovation, Sustainability
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy) H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Halimah Fatimatus Zahra
Date Deposited:	30 Jan 2026 07:05
Last Modified:	30 Jan 2026 07:05
URI:	http://repository.its.ac.id/id/eprint/131141

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