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.
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- UT - Business [412]