Pembuatan User Persona Pada Rintisan Bisnis Sukma Jaya

Upasaddha, Pawitra Gusti (2021) Pembuatan User Persona Pada Rintisan Bisnis Sukma Jaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Startup atau perusahaan rintisan adalah istilah yang merujuk
pada semua perusahaan yang belum lama beroperasi.
Perusahaan-perusahaan ini sebagian besar merupakan
perusahaan yang baru didirikan dan berada dalam fase
pengembangan dan penelitian untuk menemukan pasar yang
tepat. Rintisan bisnis Sukma Jaya hadir untuk memberikan
beragam peluang bisnis yang mampu ditangkap dari pasar
pada beragam sektor layanan human remain service. Rintisan
bisnis Sukma Jaya merupakan ide bisnis berbasis online yang
bergerak di bidang pelayanan Human Remain Service.
Pelayanan berbasis website yang disediakan oleh Sukma Jaya
hadir di berbagai sayap bisnis. Sukma Jaya menaungi berbagai
proses terkait prakematian, saat kematian, dan purnakematian.
Kemungkinan layanan yang ditawarkan terkait pengadaan
barang dan jasa seputar akhir hayat. Selain itu bisa juga pada
sektor investasi mengenai persiapan akhir hayat. Adapula
kemungkinan mengenai asuransi jiwa, cicilan pengadaan
makam dan berbagai rangkaian proses bisnis lainnya yang
berkaitan dengan Human Remain Service. Visi Sukma Jaya
yaitu menjadi penyedia Human Remain Service yang terbaik di
Asia dan memiliki misi menjadi penyebar kasih sayang dengan
cara melayani keluarga duka disaat dibutuhkan. Dengan
begitu, rintisan bisnis Sukma Jaya hadir menawarkan beragam
peluang usaha serta rangkaian bisnis dalam ruang lingkup
layanan akhir hayat.
Tugas akhir ini ditujukan untuk mengidentifikasi dan membuat
user persona pada startup Sukma Jaya. Tugas akhir ini
ii
mengusung lima garis besar metodologi. Tahap kesatu adalah
segmentasi pasar yang mana digunakan untuk membagi
pelanggan sesuai dengan kelas-kelas tertentu. Tahap kedua
adalah riset pasar yang bertujuan untuk mengetahui
permasalahan yang ada sekaligus sebagai wadah eksperimen
mengenai tingkat minat pasar. Tahap ketiga adalah penentuan
beachhead yang bertujuan sebagai penentu letak pelanggan
potensial. Tahap keempat ialah mengalkulasikan besaran nilai
TAM pada beachhead yang telah dipilih. Pada tahap kelima,
tugas akhir ini memastikan user persona dapat
menggambarkan besaran pasar yang ditunjuk pada beachhead
mencakup masing-masing segmen pasar.
Tujuan akhir penelitian ialah terbentuknya user persona dari
startup Sukma Jaya. User persona Sukma Jaya yang
merupakan gambaran riil mengenai pelanggan yang sesuai
dengan segmentasi yang ditawarkan oleh rintisan bisnis Sukma
Jaya. Dengan adanya persona, diharapkan dapat
menggambarkan beberapa peluang pasar mengenai layanan
akhir hayat yang diusung oleh rintisan bisnis Sukma Jaya.
=====================================================================================================
Start-up is e term that refers to all companies that have
operated recently. Most of these companies are newly founded
companies that are in the development and research phase of
finding the right market. Sukma Jaya start-ups are here to
provide a variety of business opportunities that can be captured
from the market in human remain services sector. Sukma Jaya
start-up is an online-based business idea that is engaged in
human remain service sector. The website-based services
provided by Sukma Jaya are present in various business wings.
Sukma Jaya covers various processes related to human remain
such as pre-death moment, at-death service and post time death.
The services offered can also be related to the procurement of
goods and services around human remain service. Another
services can also be in the form of investment regarding end-of�life preparation, can be in a form of life insurance, installments
for the procurement of tombs and various other series of
business processes related to end-of-life services. At this very
moment, the author do not know for sure what services will
sukma jaya proficient at. By creating a user persona, these
possibilities can be realized more practically. Sukma Jaya’s
vision is to be the best human remain services provider in Asia
and has missions to be a spreader of love by serving the
bereaved family in the times of needed. In that way, Sukma Jaya
start-up is created to offer a variety of business opportunities
as well as a series of business within the scope of human remain
services.
iv
The final objective of this research is to form a user persona for
Sukma Jaya start up. This undergraduate thesis is intended to
identify and create user personas at Sukma Jaya. It carries five
outlines of the methodology. The first stage is market
segmentation. Market segmentation is used to divide customer
according to certain group. The second stage is market
research which aims to identify existing problems as well as a
forum for experimentation regarding the level of market size.
The third stage is the determination of the beachhead which
aims to determine the cluster of potential customers. Next stage
is to calculate the TAM size value at the selected beachhead. In
the final stages which is the fifth stage, this undergraduate
thesis project ensures that user persona can describe the size of
the market designated at the beachhead covering each market
segment. The Sukma Jaya’s user persona is a real picture of
customer in accordance with the segmentation offered by
Sukma Jaya business start-up. With the presence of a persona,
it is hoped that it can describe several market opportunities
regarding human remain services carried out by Sukma Jaya
business start-up.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Beachhead Market, Market Segmentation, User Persona, Riset Pasar, Startup, TAM Size, Beachhead Market, Market Segmentation, Market research
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105.888 Web sites--Design. Web site development.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	28 Dec 2021 07:52
Last Modified:	28 Dec 2021 07:52
URI:	http://repository.its.ac.id/id/eprint/92123

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