Perancangan Model Bisnis Larysa Indonesia: Website Custom Order Busana Syar'I

Abstract

Indonesia memiliki potensi pasar yang besar pada industri fesyen muslim. Namun, masih banyak muslimah kesulitan mendapatkan fesyen muslim khususnya busana syar’I sesuai dengan kebutuhan dan keinginan mereka secara online. Penelitian ini bertujuan untuk mengidentifikasi kondisi dan permasalahan dalam industri busana syar’I, serta merancang prototype solusi dan model bisnis yang unggul. Penelitian dilakukan pada bulan September 2020 hingga Februari 2021 melalui wawancara online terhadap delapan pihak yang mewakili industri busana syar’I dan penyebaran kuesioner online terhadap 50 responden. Metode yang digunakan adalah porter’s five forces, customer development pada tahap customer discovery, dan business model canvas. Larysa Indonesia diciptakan untuk menyelesaikan permasalahan dengan merancang model bisnis yang sesuai. Hasil penelitian menunjukkan bahwa pertama, kondisi industri busana syar’I masih menguntungkan, menarik bagi calon pendatang baru, dan memiliki intensitas persaingan yang tinggi. Kedua, permasalahan utama yang dirasakan responden yaitu permasalahan ukuran, material, desain, warna, dan informasi produk, serta pelayanan toko. Ketiga, prototype solusi yang ditawarkan berupa website penjualan busana syar’I dengan fitur utama kustomisasi produk. Terakhir adalah model bisnis terverifikasi sesuai dengan kebutuhan dan harapan responden, channels melalui online dan offline, serta harga jual busana syar’I per potong yaitu Rp 150.000 hingga Rp 300.000.

Indonesia has prominent market potential in the Muslim fashion industry. However, there are a lot of Muslimah (Muslim woman) who find it difficult to get Muslim fashion, especially syar’I fashion online, that suits their needs and desires. This study aims to identify the conditions and problems that exist in the syar'I fashion industry and to design prototypes of solutions and superior business models. This research is conducted from September 2020 until February 2021 with online interviews with eight respondentsthat represented syar’I fashion industries and online questionnaires to 50 respondents. The study employed porter's five forces, customer development at the customer discovery stage, and the business model canvas. Larysa Indonesia was created for solving problems by designing a suitable business model. The results showed that first, the condition of the syar’I fashion industry is still profitable, attractive to potential new entrants, and has a high intensity of rivalry. Second, the main problems that respondent feel are sizes, materials, designs, colours, product information, and store service. Third, the prototype solution offered is in the form of a syar’I fashion sales website with the main feature of product customization. The last is a verified business model based on the needs and desires of respondents, online and offline channels, and product selling price of syar’I fashion per piece is RP 150,000 to RP 300,000.