Hafsah, Andi (2018) Pengembangan Usaha Samiler Jarak dan Dolly (Samijali) Melalui Perancangan Model Bisnis Berbasis Sosial. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Samijali merupakan usaha berbasis sosial yang ada di Surabaya. Dengan mengangkat isu perekonomian masyarakat Dolly akibat penutupan eks lokalisasi menjadikan Samijali salah satu usaha berbasis sosial yang banyak mendapatkan perhatian oleh masyarakat serta pemerintah. Namun sayangnya, banyaknya perhatian publik mengenai Samijali tidak sejalan dengan perkembangan bisnis sangat lambat. Kemampuan Samijali untuk mengembangkan kapabilitasnya masih sangat minim. Selain itu, model bisnis yang dimiliki oleh Samijali masih sangat sederhana jika dibandingkan dengan model bisnis sociopreneur lainnya yang memiliki perkembangan yang cepat. Tujuan dari penelitian ini adalah untuk mengembangkan sosial model bisnis yang dimiliki Samijali agar dapat membantu meningkatkan daya saing bisnis yang dimiliki. Selain itu penelitian ini juga bertujuan untuk mengembangkan branding yang sesuai bagi Samijali berdasarkan SBMC yang telah di evaluasi, dan merancang strategi pemasaran berdasarkan integrated marketing communication (IMC). Dalam melakukan penelitian ini, peneliti menggunakan metode kualitatif dengan desain penelitian eksploratif-induktif. Dalam tahap penelitian, peneliti melakukan wawancara kepada pemangku kepentingan Samijali dan ahli bisnis untuk merumuskan model bisnis yang ideal bagi Samijali. Setelah melakukan perancangan model bisnis, peneliti merancang brand element dan IMC untuk memudahkan Samijali dalam melakukan kegiatan pemasaran. Dari penelitian ini, telah disepakati model bisnis, brand element, dan rancangan IMC bagi Samijali oleh stakeholder Samijali. Harapan dengan ada penelitian ini dapat mebantu Samijali untuk mengembangkan bisnisnya sesuai dengan model bisnis yang tepat, membantu mendesain strategi pemasaran yang tepat melalui peningkatan branding yang dimiliki oleh Samijali, dan desain pemasaran offline maupun online yang terintegrasi. Selain itu diharapkan dengan penelitian ini dapat menjadikan Samijali sebagai role-model UKM berbasis sosial yang ada di Surabaya.
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Samijali is a social-based Small Medium Entreprise in Surabaya. By conveying the economic issue of the Dolly community as the result from the closure of the Dolly prostitution area, Samijali has become one of the social-based SMEs that received a lot of attention from the public and the government. However, the high public interest about Samijali is not in line with the business progress that remain slow. The ability of Samijali to develop it’s capability is still minimal. In addition, the business model owned by Samijali is still very simple when compared with other sociopreneur business models that have rapid development. The aim of this research is to develop Samijali social business model to help improving the competitiveness, develop suitable branding for Samijali based on evaluated SBMC and design marketing strategy based on integrated marketing communication (IMC). This research using qualitative methods with inductive-exploratory research designs. In the research phase, researchers conducted interviews with Samijali stakeholders and business experts to formulate an ideal business model for Samijali. After doing business model design, researchers design brand element and IMC to facilitate Samijali in doing marketing activities. From this research, has been agreed on business model, brand element, and IMC design for Samijali by stakeholders Samijali Hopefully, this research can help Samijali to grow it’s business with the right business model, helping to design the right marketing strategy through enhancing Samijali branding, and integrating offline and online marketing design. In addition, this research is expected to make Samijali a role-model for social-based SMEs in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.421 Haf p-1 2018 3100018078450 |
| Uncontrolled Keywords: | Samijali, sociopreneur, model bisnis, integrated marketing |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HD Industries. Land use. Labor > HD62.5 New business enterprises. Business incubators. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Andi Hafsah |
| Date Deposited: | 23 Oct 2020 00:43 |
| Last Modified: | 23 Oct 2020 00:43 |
| URI: | http://repository.its.ac.id/id/eprint/55752 |
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