Skripsi a.n Kaylah Ziyadah Imana (K1401221092)

Abstract

Platform freemium kartu percakapan digital Kenallebih menghadapi kendala rendahnya efisiensi konversi transaksi di tengah viralitas TikTok yang tinggi mencapai 2,2 juta tayangan. Penelitian ini bertujuan memetakan model bisnis saat ini menggunakan kerangka Business Model Canvas awal (BMC 0), mendiagnosis hambatan konversi pada saluran pemasaran, dan merumuskan model bisnis usulan berupa Business Model Canvas pengembangan (BMC 1). Metode penelitian menggunakan studi kasus kualitatif melalui wawancara mendalam terhadap lima informan kunci (CEO, pengguna premium, pengguna gratis, pakar psikologi, dan praktisi digital) periode Februari–Mei 2026 serta observasi analitik data performa digital (November 2025–Februari 2026). Hasil penelitian mendeteksi hambatan konversi dengan rasio transaksi akhir sangat rendah sebesar 0,15% yang dipicu oleh faktor psikologis berupa persepsi kecukupan fitur gratis. Melalui Matriks Threats, Opportunities, Weaknesses, Strengths (TOWS), model bisnis usulan (BMC 1) merumuskan integrasi fitur pelacakan riwayat pertanyaan, skema transaksi mikro (micro-pricing), dan diversifikasi produk fisik. Implikasi manajerial menekankan pentingnya penguatan social proof di Instagram dan pembangunan basis pendapatan stabil guna mengurangi ketergantungan pada viralitas organik TikTok.

The freemium digital conversation card platform Kenallebih faces low conversion efficiency despite high TikTok virality reaching 2.2 million views. This research aims to map the business model currently used by the platform using the initial Business Model Canvas (BMC 0), diagnose conversion barriers in marketing channels, and formulate a proposed business model in the form of a developed Business Model Canvas (BMC 1). This study employs a qualitative case study method involving in-depth interviews with five key informants (CEO, premium users, free users, a psychologist, and a digital practitioner) from February to May 2026 and digital performance analytics observation (November 2025–February 2026). Results show a final conversion rate of 0.15% due to the psychological perception of free features’ sufficiency, leading to a proposed business model (BMC 1) formulated through the Threats, Opportunities, Weaknesses, Strengths (TOWS) Matrix that integrates a question history tracking feature, a micro-pricing scheme, and physical product diversification. Managerial implications emphasize the necessity of strengthening social proof on Instagram and building a stable revenue base to reduce dependency on TikTok’s organic virality.