Menciptakan Nilai Melalui Inovasi Untuk Jasa Online Berbasis Lokasi Menggunakan Blue Ocean Strategy

Rainaldo, Mathias (2017) Menciptakan Nilai Melalui Inovasi Untuk Jasa Online Berbasis Lokasi Menggunakan Blue Ocean Strategy. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Banyaknya perusahaan sejenis dalam jasa online berbasis lokasi membuat persaingan menjadi lebih sengit dikarenakan beragamnya pilihan kepada konsumen Indonesia serta kondisi para pelaku pasar dan fitur setara yang ditawarkan oleh para produsen. Oleh karena itu, diperlukan inovasi-inovasi nilai yang dapat diadopsi oleh para pelaku jasa online khususnya jasa online berbasis lokasi di Indonesia. Tujuan penelitian ini adalah menganalisis kondisi eksternal jasa online berbasis lokasi, model bisnis operator jasa, serta merekomendasikan inovasi layanan baru kepada jasa online berbasis lokasi di Indonesia. Desain penelitian yang digunakan adalah eksploratif dan deskriptif. Data didapatkan dengan menggunakan metode wawancara kepada 45 mitra pengemudi jasa online berbasis lokasi di Surabaya dan studi literatur kondisi eksternal dan model bisnis, serta survei Blue Ocean Strategy kepada 101 responden pengguna jasa. Metode analisis data yang digunakan adalah Porter’s Five Forces, Business Model Canvas, serta Blue Ocean Strategy. Hasil penelitian ini menyatakan bahwa masih terdapat peluang-peluang layanan sekunder baru yang berguna bagi para pelaku bisnis jasa online berbasis lokasi dalam perkembangan jasa ini ke depannya. Implikasi manajerial dari penelitian ini dapat digunakan oleh operator jasa online berbasis lokasi untuk pengembangan bisnisnya demi meningkatkan keuntungan melalui penambahan layanan-layanan sekunder sesuai rekomendasi yang diberikan. Originalitas dari penelitian ini difokuskan pada penemuan ruang pasar baru dari jasa online berbasis lokasi berupa inovasi layanan sekunder dengan metode Blue Ocean Strategy berdasarkan perbandingan kondisi terkini dari para operator jasa online berbasis lokasi ============================================================================================== A lot of companies which are occuring in online services based on location make competitiveness becomes stronger because there are many choices that given to customer in Indonesia and the condition of its market players also its features which are offered by producer. Hence, innovations are needed to be adapted by key players of online services especially online services based on location in Indonesia. The purposes of this research are analyzing external condition of online services based on location, structuring business model of operator services, and recommending brand new innovation services which can be used by these companies in Indonesia. The approaches and research methods which being used are explorative and descriptive. Data are taken from direct interview to 45 driver of online services based on location in Surabaya, literature study in external condition and business model, also Blue Ocean Strategy survey to 101 respondents. Method of analysis are Porter’s Five Forces, Business Model Canvas, and Blue Ocean Strategy. The result of this research is there are many chances for new secondary services which really useful for key players in online services based on location into development of this services in the future. The managerial implications in this research can be used by these companies for future development on their services to increase their profit by adding secondary services as recommendations that are given. The originality of this research only focusing on finding new market spaces in online services based on location in the form of secondary innovation services with Blue Ocean Strategy method based on comparison of existing condition of online services based on location.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Blue Ocean Strategy, Business Model Canvas, Inovasi, Jasa Online Berbasis Lokasi, Porter’s Five Forces
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions: Faculty of Business and Management Technology > Business Management
Depositing User: Mathias Rainaldo .
Date Deposited: 10 Oct 2017 04:09
Last Modified: 03 Jan 2018 04:15
URI: https://repository.its.ac.id/id/eprint/44533

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