Sachenka: Transformasi Ekosistem Wellness Melalui Customer Journey Dan Community Co-Creation Untuk Daya Saing Merek Berkelanjutan

Chofifah, Wanda and Zavarana, Lavi Nabilhaj (2026) Sachenka: Transformasi Ekosistem Wellness Melalui Customer Journey Dan Community Co-Creation Untuk Daya Saing Merek Berkelanjutan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini membahas strategi transformasi model bisnis Sachenka, sebuah brand skincare lokal, dari pendekatan brand-centric menjadi community- centric ecosystem guna menjawab tantangan dominasi produk impor dan minimnya edukasi serta transparansi di industri kecantikan Indonesia, dengan tujuan merancang strategi pemasaran paling efektif untuk penetrasi pasar, membangun pendekatan terintegrasi pada setiap tahapan customer journey, serta mengembangkan winning product dengan niche positioning melalui pemberdayaan komunitas dalam kerangka responsible brand. Melalui pendekatan Business Model Canvas, uji panelis komunitas, dan evaluasi traksi bisnis berbasis Key Performance Indicator, penelitian ini menemukan bahwa community-driven marketing, dikombinasikan dengan user-generated content, program afiliasi, dan co-creation produk bersama komunitas, berhasil mendorong pertumbuhan komunitas dari 300 menjadi lebih dari 3.000 anggota aktif, repeat order di atas 60%, serta pencapaian sejumlah indikator digital dan penjualan yang melampaui target, meskipun aspek profitabilitas (net profit margin) masih menghadapi tantangan akibat tekanan biaya. Hasil ini menunjukkan bahwa strategi berbasis komunitas dan konsep Responsible Skincare merupakan fondasi diferensiasi yang efektif dan sulit direplikasi kompetitor, sekaligus menjadi landasan bagi transformasi Sachenka menuju visi “Mindful Living Ecosystem” yang berkelanjutan.
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This study discusses the business model transformation strategy of Sachenka, a local skincare brand, from a brand-centric approach to a community- centric ecosystem to address the challenges of imported product dominance and the lack of education and transparency in the Indonesian beauty industry. The goal is to design the most effective marketing strategy for market penetration, build an integrated approach at every stage of the customer journey, and develop winning products with niche positioning through community empowerment within a responsible brand framework. Through a Business Model Canvas approach, community panelist testing, and Key Performance Indicator-based business traction evaluation, this study found that community-driven marketing, combined with user- generated content, affiliate programs, and product co-creation with the community, successfully drove community growth from 300 to more than 3,000 active members, repeat orders above 60%, and the achievement of several digital indicators and sales that exceeded targets, although the profitability aspect (net profit margin still faces challenges due to cost pressures. These results indicate that the community-based strategy and the Responsible Skincare concept are effective differentiation foundations that are difficult for competitors to replicate, as well as being the foundation for Sachenka's transformation towards a sustainable "Mindful Living Ecosystem" vision.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Community-driven marketing, customer journey, responsible brand, niche positioning, winning product.
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Wanda Chofifah
Date Deposited:	03 Aug 2026 01:11
Last Modified:	03 Aug 2026 01:11
URI:	http://repository.its.ac.id/id/eprint/141530

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