Model Integrasi Value Proposition Design Dan House Of Value Dalam Inovasi Model Bisnis Berkelanjutan Untuk Mengubah Value Uncaptured Menjadi Value Captured Di Perusahaan Manufaktur

Burhan, Burhan (2021) Model Integrasi Value Proposition Design Dan House Of Value Dalam Inovasi Model Bisnis Berkelanjutan Untuk Mengubah Value Uncaptured Menjadi Value Captured Di Perusahaan Manufaktur. Doctoral thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri manufaktur selain menghasilkan nilai manfaat (Value Captured – VC)
yang melekat pada produk, juga menghasilkan Value Uncaptured (VU). VU ini
dapat berbentuk inefisiensi dan waste dalam praktik manufaktur. Pada
kenyataannya VU masih memiliki peluang untuk diubah menjadi VC. Penelitian
yang sudah dilakukan mewacanakan mengubah VU menjadi VC dengan
menggunakan model bisnis berkelanjutan. Studi ini menindaklanjuti penelitian
tersebut dengan membangun model bisnis berkelanjutan dengan menggunakan
metoda-metoda Value Proposition Design (VPD), House of Value (HOV), dan
Product Sustainability Index (ProdSI) Matrix. Studi ini diawali dengan identifikasi
VU di sepanjang siklus hidup produk. Untuk mengubah VU menjadi VC diperlukan
beberapa variabel antara yang diperoleh dengan metoda VPD. Variabel-variabel
tersebut adalah jobs, gains, pains, gain creators, dan pain relievers. Jobs akan
memberikan gambaran rancangan karakter produk apa yang akan dibuat
berdasarkan VU yang ada. Untuk membangun jobs diperlukan identifikasi
pengalaman yang menyenangkan (gains) dan pengalaman yang tidak
menyenangkan (pains) dari konsumen. Produsen menjawabnya dengan gain
creators dan pain relievers dalam bentuk perbaikan disain maupun proses produksi.
Hasil dari respon produsen tersebut adalah VC (Value Proposition – VP). Dalam
VPD, proses ini disebut fitting. Penelitian ini menggunakan HOV untuk
menggantikan proses fitting yang bersifat kualitatif dalam VPD. Untuk menjawab
isu keberlanjutan penelitian ini menggunakan metoda ProdSI Matrix. VC yang
dihasilkan dinilai dengan menggunakan indikator keberlanjutan (ekonomi, sosial,
dan lingkungan). Studi menghasilkan VU: sisa bahan (potongan rotan) yang
bernilai ekonomis. Sementara model bisnis yang dibangun menghasilkan VC:
produk ramah lingkungan (eco-friendly product).
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In addition to generating value (Value Captured – VC) attached to products, the
manufacturing industry also produces Value Uncaptured (VU). This VU can take
the form of inefficiency and waste in manufacturing practices. In reality, VU still
has a chance to be converted into VC. Research that has been carried out discusses
turning VU into VC by using a sustainable business model. This study follows up
on this research by building a sustainable business model using the methods of
Value Proposition Design (VPD), House of Value (HOV), and Product
Sustainability Index (ProdSI) Matrix. This study begins with the identification of
VUs throughout the product life cycle. Several intermediate variables are needed in
converting VU to VC, which are obtained by the VPD method. These variables are
jobs, gains, pains, gain creators, and pain relievers. Jobs will provide an overview
of what product character designs will be based on the existing VU. It is necessary
to identify consumers' pleasant experiences (gains) and unpleasant experiences
(pains) in building jobs. Manufacturers respond to them with gain creators and pain
relievers to improve design and production processes. The result of the producer's
response is VC (Value Proposition – VP). In VPD, this process is called fitting.
This study uses HOV to replace the fitting process, which is qualitative in VPD. By
using the ProdSI Matrix method, the issue of sustainability can be incorporated in
VC resulted. The resulting VC is assessed using sustainability indicators
(economic, social, and environmental). The study resulted in VU: waste material
(rattan pieces) which have economic value. Meanwhile, the business model built
resulted in VC: eco-friendly products.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: value captured, value uncaptured, value proposition design, sustainable business model, house of value
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
H Social Sciences > HD Industries. Land use. Labor > HD58.87 Reengineering (Management) Business process
Divisions: Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26001-(S3) PhD Thesis
Depositing User: Burhan Burhan
Date Deposited: 25 Aug 2021 21:31
Last Modified: 25 Aug 2021 21:31
URI: http://repository.its.ac.id/id/eprint/90581

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