Perancangan Business Model Canvas Dengan Pendekatan Blue Ocean Strategy Pada UMKM Pondok Wisata: Studi Kasus Rumah Liessa Bukittinggi

Pranata, Rafi Irfan (2023) Perancangan Business Model Canvas Dengan Pendekatan Blue Ocean Strategy Pada UMKM Pondok Wisata: Studi Kasus Rumah Liessa Bukittinggi. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi Covid-19 membawa dampak yang cukup signifikan bagi persaingan industri pariwisata tanah air, terlebih pada daerah yang sektor ekonominya bertumpu pada industri pariwisata sehingga pendapatan daerah tersebut mengalami penurunan. Salah satunya adalah industri pondok wisata yang berada di Bukittinggi Sumatera Barat, Rumah Liessa. Dimana pandemi Covid-19 memaksa pondok wisata/homestay untuk memikirkan strategi agar dapat unggul ditengah persaingan saat ini. Tujuan dari penelitian ini terhadap Rumah Liessa antara lain adalah, melakukan identifikasi posisi persaingan terhadap kondisi lingkungan bisnisnya saat ini menggunakan metode SWOT analysis, juga guna meningkatkan persaingan pada pasar pondok wisata di daerah Bukittinggi, perlu pengembangan Business Model Canvas guna menciptakan model bisnis baru agar menghasilkan revenue stream baru. Terakhir adalah menggunakan pendekatan Blue Ocean Strategy agar menciptakan keunggulan bersaing dibandingkan dengan kompetitor sejenis dalam hal pengembangan Business Model Canvas yang baru bagi Rumah Liessa. Pada penelitian ini, pengumpulan data didapatkan dari wawancara langsung dan pengumpulan data transaksi serta administrasi kepada pemilik Rumah Liessa. Hasil dari penelitian ini adalah, terciptanya sebuah Business Model yang baru bagi Rumah Liessa dengan pendekatan Blue Ocean Strategy agar terciptanya value added tambahan agar kedepannya dapat menghasilkan revenue stream baru bagi keberlanjutan bisnis Rumah Liessa dimasa mendatang. Sehingga jika penerapan Business Model ini berhasil, dapat dijadikan model bagi pondok wisata lainnya di Bukittinggi agar dapat mengembangkan model bisnisnya guna meningkatkan daya saing.
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The Covid-19 pandemic has had a significant impact on the competition for the Indonesian tourism industry, especially in areas whose economic sector relies on the tourism industry, resulting in a decline in regional income. One of them is the cottage industry located in Bukittinggi, West Sumatra, Liessa's House. Where the Covid-19 pandemic is forcing tourist lodges/homestays to think of strategies to excel in the current competition. The purpose of this research on the Liessa House, among others, is to identify the competitive position of the current business environment using the SWOT analysis method, also to increase competition in the tourist cottage market in the Bukittinggi area, it is necessary to develop a Business Model Canvas to create a new business model to generate income. new revenue streams. Finally, using the Blue Ocean Strategy approach to create a competitive advantage compared to similar competitors in terms of developing a new Business Model Canvas for Rumah Liessa. In this study, data collection was obtained from direct interviews and data collection transactions and administration to the owner of the Liessa House.The result of this research is the creation of a new Business Model for the Liessa House with the Blue Ocean Strategy approach to create additional value added so that in the future it can generate new revenue streams for the sustainability of the Liessa House business in the future. So, if the implementation of this Business Model is successful, it can be used as a model for other tourist lodges in Bukittinggi to develop their business models to increase competitiveness.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Business Model Canvas, Blue Ocean Strategy, Industri Homestay, SWOT Analysis, Homestay Industries
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Rafi Irfan Pranata
Date Deposited:	28 Jan 2023 19:53
Last Modified:	28 Jan 2023 19:53
URI:	http://repository.its.ac.id/id/eprint/95754

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