Majid, Ziemans Hendratama (2018) Analisis Penerapan Pola Freemium Dalam Model Bisnis Aplikasi Streaming Musik (Studi Pada Aplikasi Streaming Musik LangitMusik). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dialatarbekalangi oleh layanan streaming musik yang memiliki model bisnis freemium telah menjadi salah satu media untuk menikmati musik dan menjadi jalur distribusi musik secara online bagi para pelakunya. Freemium adalah model bisnis yang memberi akses pada konsumen untuk memperoleh layanan dasar secara gratis, namun konsumen harus membayar untuk memperoleh akses layanan yang lebih luas. Tujuan dari penelitian ini yakni untuk menggambarkan penerapan dari model bisnis freemium pada aplikasi streaming musik LangitMusik, dan melihat hubungannya terhadap pola dan strategi yang menjadi diferensiasi suatu model bisnis yang diterapkan oleh aplikasi streaming musik LangitMusik dengan menggunakan Business Model Canvas (BMC) yang dimana didalam Business Model Canvas tedapat sembilan blok yang akan dianalis oleh peneliti yakni value proposition, customer segment, customer relationship, channel, revenue streams, key rosources, key partnership, key activities, dan cost structure. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Hasil penelitian terkait dengan aspek-aspek dalam Business Model Canvas diperoleh bahwa value proposition yang dibentuk oleh LangitMusik adalah free quota streaming, instant access to million songs, dan huge platform for advertising. Customer segments yang ditargetkan yaitu telkomsel users, music listener, dan advertiser. Channel yang digunakan dalam menyampaikan value proposition ke konsumen adalah mobile app dan web player. Customer relationship yang diterapkan adalah playlist update, social media engagement, music event, sponsorship, dan FGD. Revenue streams didapatkan dari bundling dengan produk telkomsel, subscription fee, dan advertising revenue. Key resources berupa digital platform, human resource, dan songs collection. Key activities berupa research, platform development dan kegiatan marketing. Mitra yang menjadi key partnership LangitMusik adalah record label, telkomsel, melon Indonesia, dan artis/musisi. Cost structure yang harus dikeluarkan adalah web & app development, marketing & sales, administration, dan product development.
English Abstract
This research is streamlined by a music streaming service that has a freemium business model has become one of the media to enjoy music and become the online music distribution channels. Freemium is a business model that gives consumers access to basic services for free, but consumers must pay for wider access to advance services. The purpose of this study is to illustrate the application of the freemium business model to the music streaming application of LangitMusik, and to see its relationship to the patterns and strategies that differentiate a business model applied by music streaming application LangitMusik using Business Model Canvas (BMC) which in the Business The Canvas model consists of nine blocks that will be analyzed by the researcher: value proposition, customer segment, customer relationship, channel, revenue streams, key rosources, key partnerships, key activities, and cost structure. This research is a descriptive research with qualitative approach. The results of research related to aspects in Business Model Canvas obtained that the value proposition formed by LangitMusik is free quota streaming, instant access to million songs, and huge platform for advertising. Customer segments targeted are telkomsel users, music listener, and advertiser. Channels used in delivering value proposition to the consumer are mobile app and web player. Customer relationship that is applied is playlist update, social media engagement, music event, sponsorship, and FGD. Revenue streams are obtained from bundling with Telkomsel products, subscription fees, and advertising revenue. Key resources are digital platform, human resource, and songs collection. Key activities include research, platform development and marketing activities. Partners who became key partnership LangitMusik is record label, telkomsel, melon Indonesia, and artist / musician. Cost structure that must be spent is web & app development, marketing & sales, administration, and the product development.
Item Type: | Thesis (Sarjana) |
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Identification Number: | SKR/FIA/2018/375/051805922 |
Uncontrolled Keywords: | Freemium, business model canvas Freemium, business model canvas |
Subjects: | 300 Social sciences > 338 Production > 338.7 Business enterprises |
Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
Depositing User: | Budi Wahyono Wahyono |
Date Deposited: | 12 Jul 2019 07:21 |
Last Modified: | 16 Oct 2021 03:13 |
URI: | http://repository.ub.ac.id/id/eprint/165901 |
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