Strategi Transformasi Digitalisasi Bisnis Cultive Apparel

Abstract

Transformasi dibutuhkan dalam rangka menyikapi tuntutan dunia bisnis yang semakin kompetitif. Salah satu faktor yang mendorong adalah perkembangan teknologi digital (industri 4.0). Upaya transformasi bisnis juga perlu dilakukan oleh Usaha Mikro, Kecil, dan Menengah (UMKM). Cultive Apparel merupakan salah satu UMKM yang bergerak di bidang ritel pakaian. Omset usaha ini saat ini semakin menurun ditenggarai oleh maraknya e-commerce dan bisnis ritel online lainnya. Penelitian ini bertujuan untuk: (1) menganalisis penyebab terjadinya gap antara kondisi aktual dengan harapan (target) yang diinginkan Cultive Apparel; (2) mengidentifikasi dan memetakan faktor internal dan eksternal yang memengaruhi bisnis Cultive Apparel; (3) mengidentifikasi pola model bisnis transformasi digital; dan (4) menyusun strategi formulasi bisnis digital yang sesuai. Penelitian dilakukan di Distro Cultive Apparel yang beralamat di Ruko Pasadena, Cikarang Selatan, Bekasi. Waktu penelitian dilaksanakan dari Juni – Desember 2020. Jenis data yang digunakan mencakup data primer dan data sekunder. Pengambilan contoh dilakukan dengan sengaja (purposive sampling) melalui pendekatan expert judgement. Teknik pengolahan dan analisis data menggunakan spider web untuk analisis gap, matriks IFE (Internal Factor Evaluation), matriks EFE (External Factor Evaluation), dan matriks IE (Internal - External) untuk analisis lingkungan, dan analisis matriks QSPM (Quantitatif Strategic Planning Matrix) untuk menentukan formula strategi yang sesuai, yang dilengkapi dengan analisis deskriptif dengan pendekatan sembilan variabel pada BMC (Business Model Canvas).

Transformation is needed in order to respond an increasingly competitive and adaptive business. One of the external factors driving changes in the business world is the development of digital technology (industry 4.0). Apart from being carried out by large companies, business transformation efforts also need to be carried out by Micro, Small, and Medium Entrepreneurs (MSMEs). Cultive Apparel is one of the SMEs which is engaged in retail sales of clothing. During its development, the business profit of Cultive Apparel has decreased, which is indicated by the rise of e-commerce and various other online retail businesses. This study aims to (1) analyze the causes of the gap between the actual conditions and the expectations (targets) desired by Cultive Apparel; (2) identify and map the internal and external factors that affect the Cultive Apparel business; (3) identify patterns of digital transformation business models; (4) develop an appropriate digital business formulation strategy. The research was conducted at the Cultive Apparel Distro which is located at Ruko Pasadena, South Cikarang, Bekasi. The research was carried out from June to December 2020. The data used included primary data and secondary data. Sampling was done on purpose (purposive sampling) through the expert judgment approach. Data processing and analysis techniques are used by using spider web for gap analysis, IFE matrix, EFE matrix and IE matrix for environmental analysis, and QSPM matrix analysis to determine the appropriate strategy formula which is complemented by descriptive analysis with a nine-variable approach to BMC.