Penyusunan Konsep Bisnis Menggunakan Pendekatan Design Thinking: Studi Kasus ITS Mart

Nabilah, Rasendriya Zahra (2021) Penyusunan Konsep Bisnis Menggunakan Pendekatan Design Thinking: Studi Kasus ITS Mart. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perubahan statuta Institut Teknologi Sepuluh Nopember (ITS) atas Peraturan Pemerintah Republik Indonesia Nomor 54 Tahun 2015, memberikan kewenangan terhadap ITS untuk mengelola bidang akademik maupun nonakademik secara otonom. Kewenangan ini menjadikan tantangan tersendiri bagi ITS karena harus mengelola keuangan secara mandiri. Namun, di sisi lain pendapatan yang bersumber dari negara menurun seiring berjalannya waktu karena beberapa faktor. Oleh karena itu, pada rencana strategis ITS tahun 2021-2025, diadakan target pendapatan pada bakal unit usaha ITS yaitu ITS Mart. ITS Mart yang digadang-gadang akan berlokasi di Jalan Teknik Sipil, membutuhkan perencanaan yang matang dan dipastikan dapat bertahan dengan kondisi yang ada. Oleh karena itu pembuatan model bisnis perlu dilakukan dalam tahap persiapan pembuatan bisnis ini. Pada penelitian kali ini, akan dibuat konsep model bisnis ITS Mart menggunakan pendekatan Design Thinking untuk kerangka berpikir yang terdiri dari tahap empati (mempelajari tentang user), tahap definisi (memfokuskan ulang pertanyaan berdasarkan wawasan pada tahap empati), tahap ideasi (melakukan brainstorming untuk menghasilkan ide dan solusi terhadap permasalahan), tahap prototype (merepresentasikan ide untuk diajukan kepada user), dan tahap pengujian (menguji ide yang telah dibuat kepada user untuk mendapatkan umpan balik). Hasil dari design thinking ini adalah rekomendasi model bisnis berupa Business Model Canvas (BMC) yang dapat diimplementasikan ITS Mart. Hasil dari penelitian ini berupa tiga layanan utama yang ditawarkan ITS Mart yaitu hemat uang, hemat waktu, dan hemat tenaga. Dari ketiga layanan tersebut, dikembangkan layanan tambahan seperti loyalty program, pay later, website ITS Mart untuk kemudahan berbelanja, dan konsep ITS Mart one stop shopping.
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Changes of the statutes of the Sepuluh Nopember Institute of Technology (ITS) based
on Government Regulation of the Republic of Indonesia Number 54 of 2015, giving ITS
authority to manage academic and non-academic fields autonomously. This authority makes it
a challenge for ITS because it has to manage finances independently, but on the other hand,
income from the state decreases over time due to several factors. Therefore, in the ITS strategic
plan for 2021-2025, there is a revenue target for the prospective ITS business unit, namely ITS
Mart. ITS Mart, which is predicted to be located on Jalan Teknik Sipil, requires a careful
planning to ensure that it can be survive with the existing conditions. Therefore, making a
business model needs to be done in the preparation stage of making this business. In this study,
an ITS Mart business model concept will be made using a Design Thinking approach for a
framework consisting of the empathy stage (learning about users), the definition stage
(refocusing questions based on insights from the empathy stage), the ideation stage
(brainstorming to create ideas and solutions for the problems), the prototype stage (representing
ideas to be showed to the user), and the testing stage (testing the ideas that have been made to
the user to get feedback). The result of this design thinking approach is the recommendation of
a business model that can be applied by ITS Mart in the form of a Business Model Canvas
(BMC). The results of this study are in the form of three main services offered by ITS Mart,
namely saving money, saving time, and saving energy. Of the three services, additional services
were developed such as loyalty programs, pay later, the ITS Mart website for convenience of
shopping, and the ITS Mart one stop shopping concept.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	ITS Mart, Business Model Canvas (BMC), Design Thinking
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Rasendriya Zahra Nabilah
Date Deposited:	09 Feb 2022 03:28
Last Modified:	09 Feb 2022 03:28
URI:	http://repository.its.ac.id/id/eprint/93102

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