Perancangan Model Bisnis dan Prototype “Greenify”: Platform Digital Penyedia Layanan Green Jobs Berbasis Bisnis Sosial

Abstract

Transformasi menuju ekonomi hijau mendorong pentingnya penciptaan pekerjaan ramah lingkungan atau green jobs di Indonesia. Namun, realisasi green jobs masih menemui banyak hambatan. Penelitian ini bertujuan untuk mengidentifikasi permasalahan yang dihadapi dalam pengembangan dan penyerapan tenaga kerja di sektor pekerjaan hijau (green jobs), menyusun rancangan model bisnis yang tepat dan terverifikasi untuk platform digital penyedia layanan green jobs berbasis bisnis sosial, merancang prototype platform digital yang dapat memfasilitasi ekosistem green jobs. Penelitian menggunakan metode customer development dengan fokus pada tahap customer discovery. Hasil penelitian mengungkapkan bahwa responden menghadapi beberapa permasalahan dengan dua permasalahan utama yaitu kurangnya informasi tentang peluang kerja dan persaingan kerja yang ketat. Berdasarkan temuan tersebut, dikembangkanlah model bisnis menggunakan Social Enterprise Business Model Canvas dan dirancang prototype berupa aplikasi Greenify yang sudah terverifikasi, sehingga penelitian dapat dilanjutkan ke tahap customer development selanjutnya.

The transition towards a green economy emphasizes the importance of creating environmentally friendly employment, or green jobs, in Indonesia. However, the realization of green jobs still faces many challenges. This study aims to identify the issues encountered in the development and absorption of the workforce in the green jobs sector, to design an appropriate and validated business model for a digital platform providing green job services based on a social business approach, and to develop a prototype of a digital platform that can facilitate the green jobs ecosystem. The research uses the customer development method, focusing on the customer discovery stage. The results reveal that respondents face several challenges, with the two main issues being the lack of information on job opportunities and intense job competition. Based on these findings, a business model was developed using the Social Enterprise Business Model Canvas, and a validated prototype application named Greenify was designed, allowing the research to proceed to the next stage of customer development.