Strategi Pemasaran dan Pengembangan Model Bisnis Komet Sport Unit Bisnis Koperasi Metropolitan Berdasarkan Customer Path 5A

Abstract

Komet Sport, unit bisnis Koperasi Metropolitan pada subsektor fashion olahraga, belum mencapai target penjualan bruto sebesar Rp20.000.000 per bulan. Penelitian ini bertujuan menganalisis model bisnis, strategi pemasaran, serta perjalanan pelanggan sebagai dasar penyusunan rekomendasi pengembangan bisnis. Data dikumpulkan melalui wawancara, observasi, dan kuesioner terhadap 132 responden, kemudian dianalisis menggunakan Business Model Canvas, Customer Path 5A, dan bauran pemasaran 4C. Hasil penelitian menunjukkan bahwa channels dan customer relationships merupakan kelemahan utama model bisnis Komet Sport. Pada bauran pemasaran 4C, communal activation memperoleh skor tertinggi (3,80), sedangkan currency terendah (3,29). Nilai PAR sebesar 0,46 menunjukkan rendahnya perpindahan pelanggan dari tahap aware menuju act, sedangkan BAR sebesar 0,72 menunjukkan tingginya kesediaan merekomendasikan yang belum sepenuhnya didukung pengalaman pembelian. Rekomendasi yang diusulkan meliputi optimalisasi Shopee, pengelolaan media sosial secara konsisten, program diskon pembelian pertama, serta pengembangan segmen B2B melalui penyempurnaan model bisnis.

Komet Sport, a business unit of Koperasi Metropolitan operating in the sports fashion subsector, has not achieved its monthly gross sales target of IDR20,000,000. This study aimed to analyze the business model, marketing strategy, and customer journey to formulate business development recommendations. Data were collected through interviews, observations, and questionnaires involving 132 respondents and analyzed using the Business Model Canvas, Customer Path 5A, and the 4C marketing mix. The results show that channels and customer relationships are the main weaknesses of the business model. Within the 4C marketing mix, communal activation achieved the highest score (3.80), while currency received the lowest (3.29). The PAR value of 0.46 indicates limited progression from aware to act, whereas the BAR value of 0.72 reflects a high willingness to recommend that is not fully supported by purchase experience. The proposed strategies include optimizing Shopee, implementing consistent social media management, offering first-purchase discounts, and expanding the B2B segment through business model refinement.