Andaru, Rizka Kurnia (2018) Penciptaan Value Co-Creation Pada Coworking Space: Dalam Perspektif Service-Dominant Logic (Studi Kasus pada Perusahaan Coworking Space di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Pandangan teori dan praktik pemasaran berkembang mulai dari pandangan tradisional (Goods-Dominant Logic-GDL) menjadi pandangan Modern (Service-Dominant Logic-SDL). Nilai dalam pemasaran tidak lagi diciptakan oleh perusahaan, tetapi juga diciptakan oleh pelanggan dengan proses value cocreation berdasarkan Service-Dominant Logic (SDL). Value co-creation cocok diaplikasikan pada perusahaan coworking space yang mengedepankan hubungan antara perusahaan dengan pelanggan dan juga kolaborasi. Peneitian ini bertujuan untuk menentukan value co-creation pada perusahaan coworking space dalam pandangan Service-Dominant Logic (SDL). Penentuan nilai secara bersama dilakukan berdasarkan proses value co-creation, yaitu penentuan value proposition, aktualisasi nilai, dan penentuan nilai. Penelitian ini merupakan jenis penelitian kualitatif dengan menggunakan pendekatan studi kasus dalam mengeksplorasi proses value co-creation pada coworking space dengan tiga rumusan masalah yaitu (1) Bagaimana value proposition yang ditawarkan oleh perusahaan coworking space?, (2) Bagaimana aktualisasi nilai berdasarkan kontribusi pelanggan terhadap perusahaan coworking space?, dan (3) Bagaimana penciptaan value co-creation pada perusahaan coworking space?. Obyek penelitian ini adalah tiga perusahaan coworking space di Kota Malang, yaitu coworking space Dilo Malang, coworking space Ngalup, dan coworking space Ruang Perintis. Pengumpulan data penelitian ini adalah pengamatan, informan, dokumen, serta bahan audio visual. Analisis data yang digunakan adalah analisis data spiral. Hasil penelitian menunjukkan bahwa (1) layanan sebagai value proposition yang ditawarkan oleh perusahaan telah diterima oleh pelanggan, terdapat layanan yang dikemukakan oleh pelanggan sebelum perusahaan menyadari telah memberikan layanan tersebut kepada pelanggan (terjadi pada coworking space Dilo Malang dan coworking space Ngalup), (2) keterlibatan pelanggan sebagai aktualisasi nilai terjadi tidak hanya sebatas dalam penciptaan nilai berdasarkan layanan (terjadi pada coworking space Dilo Malang dan coworking space Ngalup), tetapi juga ikut andil dalam pengambilan keputusan manajemen perusahaan (terjadi pada coworking space Ruang Perintis), (3) penentuan nilai pada perusahaan coworking space di Kota Malang (coworking space coworking space Dilo Malang, coworking space Ngalup, dan coworking space Ruang Perintis) berdasarkan proses value co-creation ditunjukkan dengan adanya interaksi dan hubungan antara perusahaan dengan pelanggan maupun pelanggan dengan pelanggan secara langsung (bertemu atau tatap muka) dan secara tidak langsung (melalui media sosial).
English Abstract
View of the theory and practice of marketing evolved from the traditional view (Goods-Dominant Logic-GDL) to Modern view (Service-Dominant Logic- SDL). Values in marketing is no longer created by the company, but also created by the customer with value co-creation process is based on Service-Dominant Logic (SDL). Value co-creation properly used in companies coworking space that emphasizes the relationship between the company and customers as well as collaboration. This study aims to determine the value co-creation in companies coworking space in view of the Service-Dominant Logic (SDL). Determining the value of jointly carried out by the process of value co-creation, namely the determination of the value proposition, the actualization of value, and the determination of value. This study is a qualitative study using a case study approach in exploring the process of value co-creation in the coworking space with three formulation of the problem, that is (1) How to Value proposition offered by the company Coworking space ?, (2) How is the actualization of values based on customer contribution towards companies coworking space ?, and (3) How is the creation of value co-creation in companies coworking space ?. The object of this study is three companies coworking space in Malang, the coworking space Dilo Malang, coworking space Ngalup, and coworking space Space Pioneers. The data collection of this study was the observation, informants, documents, and audiovisual materials. Analysis of the data used is spiral data analysis. The results showed that (1) the service as a value proposition offered by the company have been accepted by the customer, there is a service proposed by the customer before the company realizes it has been providing the service to the customer (occurring in coworking space Dilo Malang and coworking space Ngalup), (2 ) customer engagement as the actualization of the value of the case is not only limited in value creation based services (occurring in coworking space Dilo Malang and coworking space Ngalup), but also contribute in the decision making management of the company (occurring in coworking space Space Pioneers), (3) determination the value of the company coworking space in Malang (coworking space coworking space Dilo Malang, coworking space Ngalup,and coworking space Space Pioneers) based on value co-creation process is shown by their interactions and relationships with their customers and customers with the customer directly (meet or face to face) and indirectly (through social media).
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.16/AND/p/2019/041902135 |
| Uncontrolled Keywords: | CORPORATE REORGANIZATIONS |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.1 Organization and financial management > 658.16 Reorganization and dissolution of enterprises |
| Divisions: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 03 Mar 2020 07:17 |
| Last Modified: | 03 Mar 2020 07:17 |
| URI: | http://repository.ub.ac.id/id/eprint/179840 |
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