Analysis of Customer Satisfaction and Business Model Canvas Implementation in Start-Up Business (The Case of Eureka Interview)
MAHARDHIKA, MUHAMMAD GENTA (Adv.: Nurul Indarti, Sivilokonom.cand.Merc., Ph.D.), Nurul Indarti, Sivilokonom.cand.Merc., Ph.D.
Eureka Interview adalah bisnis baru yang bergerak dalam bidang pelatihan wawancara kerja dengan metode simulasi. Setelah pendiriannya pada tahun 2010, sangat penting untuk mengevaluasi performa Eureka Interview dalam sudut pandang konsumen dan belajar menjalankan bisnis pemula selangkah demi selangkah. Penelitian ini berkeinginan untuk mengevaluasi bisnis Eureka Interview dalam perspektif kepuasan konsumen. Penelitian ini menjadi semakin penting ketika mengetahui adanya pesaing-pesaing yang mencoba mengungguli, adanya peluang serta ancaman dari dalam dan luar Eureka Interview. Tujuan utama dari penelitian ini adalah untuk menganalisa implementasi dari konsep canvas business model dalam memberikan produk yang memiliki nilai tambah untuk membuat konsumen puas. Kepuasan konsumen didefinisikan sebagai persepsi individu terhadap semua pengalaman dalam berhubungan dengan barang atau jasa dalam hubungannya dengan persepsi produk. Business model canvas dedifinisikan sebagai rasionalisasi bagaimana sebuah organisasi membuat, menyampaikan dan memaparkan nilai dalam bentuk nine building blocks. Penelitian ini dilakukan dalam waktu tiga bulan sejak 29 Oktober 2011 sampai 28 Januari 2012. Total responden adalah 43 orang. Mereka adalah konsumen Eureka Interview dalam periode penelitian. Hasil penelitian ini menunjukkan bahwa kepuasan konsumen Eureka Interview yang terdiri dari tiga faktor (kepuasan konsumen dalam metode pelatihan, penampilan pelatih, dan kebermanfaatn pelatihan) berada pada level puas. Dari nine building blocks canvas, ada beberapa bagian yang telah di implementasikan dengan baik oleh Eureka Interview, yaitu customer segment, value propositions, key resources, key activities, key partnerships, revenue streams, dan cost structure. Building blocks lainnya yaitu channel dan customer relationship di dalam Eureka Interview business model belum diimplementasikan dengan baik.
Eureka Interview is a new business dealing in job interview soft skills simulation training. After the establishment in 2010, it is crucial to evaluate performance of Eureka Interview from customers perspective and to learn step by step strategies in running start up business. This study was intended to evaluate Eureka Interviews business from the perspective of customer satisfaction; and since there was an intense rivalry among its competitors as well as the availability of opportunities and threats from the company‟s internal and external environments, this study becomes crucially important. The main purpose of this study was to analyze business model implementation in delivering value added products to make customer satisfied. Customer satisfaction is defined as the individual perceptions of all experiences with the product or service in relation to his or her expectations. Business model canvas is defined as the rationale of how an organization creates, delivers, and captures value in the forms of nine building blocks. This study was conducted in three months since October 29th, 2011 until January 28th, 2012. Total respondents were 43 people. They were Eureka Interviews customers during the study period. The results showed that Eureka Interviews customer satisfaction which consists of three factors (customer satisfaction in training methods, customer satisfaction in trainer performance, and customer satisfaction in training usefulness) are in the level of satisfied. From nine building blocks business model canvas, there were some building blocks in Eureka Interview that had already being well-implemented. They were customer segment, value propositions, key resources, key activities, key partnerships, revenue streams, and cost structure. In the other hand, channel and customer relationship in Eureka Interviews business model were not well-implemented yet.
Kata Kunci : Kepuasan Konsumen, Model Bisnis, Bisnis Pemula, Customer Satisfaction, Business Model, Start-up business
