Perancangan Strategi Positioning Linkaja Berdasarkan Perceptual Mapping Dengan Metode Multidimensional Scaling (Mds) Dan Swot Analysis

Novreyna Ludmilla Alda, Sari Wulandari, Rio Aurachman

Abstract

Abstrak Awal triwulan tahun 2019 terjadi peningkatan nilai transaksi dan volume transaksi uang elektronik di Indonesia. Perkembangan uang elektronik berbanding lurus dengan tingginya kompetisi perusahaan yang bergerak dibidang mobile payment. LinkAja adalah salah satu aplikasi mobile payment yang menjadi representative dari kolaborasi beberapa BUMN di Indonesia. LinkAja memiliki gejala masalah diantaranya nilai transaksi yang sebesar 1% dibandignkan pesaingya, dan juga rendahnya diferensiasi LinkAja dengan pesaingnya. Salah satu kunci keberhasilan menghadapi persaingan ialah dengan membangun competitive differentiation dengan cara merancang dan melakukan strategi positioning. Adapun tujuan dari penelitian ini adalah (1) Menentukan atribut-atribut aplikasi mobile payment yang digunakan pada perceptual mapping, (2) Memetakan posisi LinkAja dan kompetitornya berdasarkan perceptual mapping, (3) Menentukan analisis SWOT atribut perbaikan LinkAja berdasarkan perceptual mapping, dan (4) Merumuskan rancangan strategi positioning untuk LinkAja. Penelitian ini menghasilkan strategi positioning untuk setiap atribut-atribut yang menjadi dasar perbaikannya diantaranya adalah (1) Memanfaatkan koneksi BUMN untuk mendukung berkembangnya aplikasi dan sebagai touch point, (2) Memanfaatkan teknologi untuk mendukung sistem uji coba LinkAja agar berkualitas baik, (3) Membangun kerjasama dengan pesaing mengenai perkembangan aplikasi, (4) Memahami kebutuhan masyarakat dan perilaku konsumen untuk pertimbangan perkembangan aplikasi, (5) Meningkatkan kerjasama dengan mitra kerja untuk mengurangi adanya biaya admin, dan (6) Mengembangkan fitur-fitur unggulan LinkAja.
Kata Kunci: Positioning, Multidimensional Scaling, Perceptual Mapping, SWOT, Aplikasi Mobile Payment, LinkAja.
Abstract Early in the first quarter of 2019, there was an increase in the transactions value and transaction volume of electronic money in Indonesia. The growth of electronic money is directly proportional to the high degree of competition in companies engaged in mobile payment area. LinkAja is a mobile payment application that is representative of the several Small Medium Enterprises (SOEs) collaboration in Indonesia. LinkAja has problem symptoms including a transaction value of 1% in comparison with its competitors, and also the low differentiation of LinkAja compared to its competitors. One of the keys success of facing the competition is to gain competitive differentiation by formulating and implementing positioning strategies. The objectives of this study are (1) Determine the attributes of the mobile payment application used in perceptual mapping, (2) Map the position of LinkAja and its competitors based on perceptual mapping, (3) Determine the SWOT analysis of LinkAja improvement attributes based on perceptual mapping, and (4) Formulate a positioning strategy for LinkAja. This research resulting a positioning strategy for each of the attributes that became the basis for improvement including (1) Utilizing BUMN networking connections to support application development and act as a touch point, (2) Utilizing technology to support the LinkAja trial system for improved quality, (3) Forming partnership with competitors regarding application development, (4) Understanding consumer needs and behavior as a consideration in application development, (5) Enhancing collaboration with partners to reduce administrative costs, and (6) Developing excellent features of LinkAja.

Keywords: Positioning, Multidimensional Scaling, Perceptual Mapping, SWOT, Mobile Payment Application, LinkAja.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0