Model Bisnis “Graha Kost” Sebagai Platform Digital Manajemen dan Layanan Kost Terintegrasi

Abstract

Perkembangan teknologi digital membuka peluang integrasi layanan pencarian dan pengelolaan rumah kost dalam satu platform. Penelitian ini bertujuan merumuskan hipotesis awal, mengidentifikasi kebutuhan pengguna, menganalisis Problem–Solution Fit, serta menganalisis Business Viability model bisnis Graha Kost sebagai two-sided platform. Penelitian menggunakan pendekatan kualitatif eksploratif melalui Customer Discovery yang meliputi Rumusan Hipotesis, Uji Masalah, Uji Solusi, dan Verifikasi. Data diperoleh melalui wawancara semi-terstruktur terhadap 34 informan yang terdiri atas 20 mahasiswa/anak kost dan 14 pemilik rumah kost yang dipilih menggunakan purposive sampling, serta dianalisis secara tematik. Hasil penelitian menunjukkan bahwa mahasiswa membutuhkan informasi kost yang lengkap dan akurat, pencarian yang efisien, transparansi biaya, reservasi, dan pembayaran digital, sedangkan pemilik kost membutuhkan pemasaran digital, monitoring okupansi, administrasi pembayaran, pelaporan keuangan, dan pengelolaan operasional terintegrasi. Uji Solusi menunjukkan adanya Problem–Solution Fit berdasarkan kesesuaian solusi dengan kebutuhan utama pengguna. Analisis pasar menunjukkan TAM sebesar 144.246 mahasiswa, SAM sebesar 92.148 mahasiswa, dan SOM sebesar 9.215 mahasiswa sebagai target awal. Verifikasi menunjukkan bahwa model bisnis Graha Kost memiliki potensi Business Viability dan menghasilkan keputusan Proceed dengan penyempurnaan. Penelitian menghasilkan Business Model Canvas Final dan High Fidelity Prototype sebagai dasar pengembangan Graha Kost menuju tahap MVP dan pengujian pasar.

Digital technology creates opportunities to integrate boarding house search and management services into a single platform. This study aims to formulate initial hypotheses, identify user needs, analyze Problem–Solution Fit, and assess the Business Viability of Graha Kost as a two-sided platform. An exploratory qualitative approach was employed through Customer Discovery, consisting of Hypothesis Formulation, Problem Testing, Solution Testing, and Verification. Data were collected through semi-structured interviews with 34 informants, comprising 20 students/boarding house tenants and 14 boarding house owners selected through purposive sampling, and were analyzed thematically. The findings indicate that students require complete and accurate boarding house information, efficient searching, cost transparency, reservations, and digital payments, while owners require digital marketing, occupancy monitoring, payment administration, financial reporting, and integrated operational management. Solution Testing indicated Problem–Solution Fit based on the alignment between the proposed solutions and users’ primary needs. Market analysis estimated a TAM of 144,246 students, a SAM of 92,148 students, and a SOM of 9,215 students as the initial target market. Verification indicated potential Business Viability and resulted in a Proceed with refinement decision. The study resulted in a Final Business Model Canvas and High-Fidelity Prototype as foundations for further development of Graha Kost toward MVP development and market testing.