Strategi Layanan Pertamanan Digital Pada OKE Garden

Abstract

Perkembangan teknologi digital yang pesat telah mengubah perilaku konsumen dalam industri pertamanan, termasuk dalam mengakses layanan dan melakukan transaksi. OKE Garden sebagai pelopor digitalisasi layanan pertamanan melalui sistem e-commerce berbasis website menghadapi tantangan seperti preferensi pelanggan terhadap transaksi manual, keterbatasan otomatisasi sistem, serta meningkatnya persaingan dari penjual konvensional. Penelitian ini bertujuan untuk merumuskan strategi pengembangan guna meningkatkan efektivitas website OKE Garden dalam mendukung pertumbuhan bisnis. Penelitian ini menggunakan pendekatan campuran dengan menggabungkan data kualitatif dan kuantitatif. Kondisi internal dan eksternal dianalisis menggunakan matriks IFE (Internal Factor Evaluation) dan EFE (External Factor Evaluation). Analisis lanjutan dilakukan menggunakan Matriks IE dan QSPM (Quantitative Strategic Planning Matrix) untuk merumuskan strategi prioritas. Untuk mengevaluasi efektivitas website dari perspektif pengguna, digunakan analisis Importance-Performance Analysis (IPA) dengan variabel Webqual 4.0 dan bauran pemasaran elektronik 4P. Data dikumpulkan melalui kuesioner, wawancara, dan dokumentasi pendukung. Hasil penelitian menunjukkan bahwa OKE Garden memiliki peluang eksternal yang tinggi (skor EFE = 3,166), namun masih perlu meningkatkan kapabilitas internal (skor IFE = 2,488). Hasil IPA menunjukkan adanya gap rata-rata sebesar –0,144, yang menandakan adanya ketidaksesuaian antara harapan dan kinerja pengguna pada aspek keamanan data, kemudahan penggunaan, kejelasan informasi, ketepatan waktu layanan, dan strategi harga. Seluruh indikator dinyatakan valid dan reliabel secara statistik dengan nilai Cronbach’s Alpha > 0,930. Berdasarkan hasil analisis QSPM, strategi prioritas utama dengan nilai Total Attractiveness Score sebesar 2,411 adalah pengembangan fitur self-onboarding, chatbot berbasis AI, serta integrasi sistem invoice dan keuangan digital. Strategi ini menjawab permasalahan efisiensi sistem digital dan kualitas layanan pelanggan. Temuan ini memberikan implikasi praktis dalam meningkatkan pengalaman pengguna, mengoptimalkan operasional digital, serta meningkatkan daya saing perusahaan di industri jasa pertamanan berbasis digital.

The rapid growth of digital technology has changed the behavior of consumers in the landscaping industry, including how they access services and make transactions. OKE Garden, as a pioneer in digitalizing gardening services through a website-based e-commerce system, faces challenges such as customer preferences for manual transactions, limited system automation, and increasing competition from conventional vendors. This study aims to formulate development strategies to improve the effectiveness of OKE Garden’s website in supporting its business growth. The research uses a mixed-method approach combining qualitative and quantitative data. Internal and external conditions were analyzed using the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices. Further analysis employed the IE Matrix and Quantitative Strategic Planning Matrix (QSPM) to formulate priority strategies. To evaluate the effectiveness of the website from the user's perspective, Importance-Performance Analysis (IPA) was applied using variables from Webqual 4.0 and the 4P e-marketing mix. Data were collected through questionnaires, interviews, and supporting documentation. The results show that OKE Garden has a high external opportunity score (EFE = 3.166) but still needs to improve its internal capabilities (IFE = 2.488). The IPA results show a performance-expectation gap of –0.144, indicating areas for service improvement such as data security, ease of use, clarity of information, service timeline accuracy, and pricing strategy. All indicators are statistically valid and reliable, with Cronbach's Alpha > 0.930. Based on the QSPM analysis, the highest-priority strategy with a Total Attractiveness Score of 2.411 is the development of self-onboarding features, AI-powered chatbots, and integration of invoice and financial systems. This strategy addresses both digital inefficiency and Customer service quality issues. The findings of this research offer practical implications for improving the customer experience, optimizing digital operations, and increasing competitiveness in the digital landscaping service industry.