Rancangan Model Bisnis Prospektif Brand Kverse : Bisnis Merchandise Fesyen K-pop Pada Era Korean Wave

Abstract

Korean Wave adalah fenomena penyebaran budaya populer Korea Selatan ke berbagai negara di dunia termasuk Indonesia. Perkembangan Korean Wave yang semakin pesat memunculkan peluang bisnis bagi brand Kverse untuk memenuhi kebutuhan fans K-pop akan produk merchandise K-pop. Tujuan penelitian ini untuk mengidentifikasi permasalahan pelanggan pada saat ingin membeli produk merchandise K-pop, merumuskan model bisnis yang prospektif, dan membuat prototype produk dan online store. Penelitian ini dilakukan dengan mewawancarai 15 responden pada anggota komunitas K-pop di Twitter dan 43 responden menggunakan kuesioner. Data dianalisis menggunakan metode kualitatif. Hasil analisis uji masalah menunjukkan permasalahan yang sering dialami oleh responden yaitu tingginya risiko penipuan, pre-order barang yang terlalu lama dan harga produk merchandise yang kurang terjangkau. Oleh karena itu, dirumuskan model bisnis Lean Canvas dengan pendekatan Empathy Map yang berfokus pada solusi yaitu menyediakan toko online melalui marketplace, membuat sistem produk ready stock, dan memberikan harga yang lebih terjangkau. Kata kunci : Empathy Map, Fesyen, Korean Wave, Lean Canvas

Korean Wave is a phenomenon that spreads South Korean popular culture to various countries in the world including Indonesia. The rapid development of the Korean Wave has created business opportunities for the Kverse brand to meet the needs of K-pop fans for K-pop merchandise products. The purpose of this research is to identify customer problems when they want to buy K-pop merchandise products, formulate a prospective business model, and create product prototypes and online stores. This study was conducted by interviewing 15 respondents to members of the K-pop community on Twitter and 43 respondents using a questionnaire. The data was analyzed using qualitative methods. The results of the problem test analysis showed problems that were often experienced by respondents, namely the high risk of fraud, pre-orders of goods that took too long and the price of merchandise products that were not affordable. Therefore, a Lean Canvas business model was formulated with an Empathy Map approach that focuses on solutions, namely providing online stores through marketplaces, creating a ready stock product system, and providing more affordable prices.