PENGEMBANGAN MODEL BISNIS E-COMMERCE PADA PERUSAHAAN CEVA LOGISTICS INDONESIA

ANDREIVIE P., Nurul Indarti, Sivil��konom, Cand. Merc., Ph.D.

2019 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Kebutuhan akan adanya proses rantai pasokan bagi perusahaan manufaktur melahirkan perusahaan penyedia jasa logistik pihak ketiga. Perkembangan digital memberikan kesempatan bagi perusahaan manufaktur untuk mendistribusikan produknya melalui kanal digital yaitu pelantar e-commerce daring. Sebagai pemberi layanan jasa rantai pasokan kepada perusahaan manufaktur, perusahaan logistik pihak ketiga mempunyai kesempatan untuk meluaskan jasanya ke proses bisnis e-commerce. Penelitian ini bertujuan untuk merancang pengembangan model bisnis e-commerce pada perusahaan logistik pihak ketiga seperti CEVA Indonesia. Secara lebih spesifik, penelitian dilakukan di salah satu klien CEVA Indonesia yaitu L�³real Indonesia. Penelitian ini dilakukan secara kualitatif dengan mengambil data primer melalui wawancara dengan karyawan CEVA Indonesia, yaitu Contract Manager CEVA-L�³real, Business Development Manager, dan Head of Human Capital. Hasil penelitian menunjukkan bahwa CEVA Indonesia khususnya CEVA-L�³real sudah memiliki kesiapan dalam mengembangkan model bisnis �¬e-commerce. Di samping itu masih ada beberapa aspek yang harus dikembangkan hingga model bisnis ini dapat benar-benar diimplementasikan dan menghasilkan keuntungan. Bentuk model bisnis yang akan dikembangkan adalah memperluas kerja sama dengan L�³real melalui pelantar e-commerce untuk menjangkau konsumen akhir L�³real. Investasi awal yang dibutuhkan untuk mengembangkan model bisnis ini adalah RP 2.214.251.175,13. Berdasarkan proyeksi keuangan 3 tahun, untuk skenario pesimis didapat proyeksi Average Rate of Return (ARR) sebesar 0,44%, Payback Period (PP) selama 32 bulan, Net Present Value (NPV) sebesar RP 7.813.125.959,40, Profitability Index (PI) sebesar 3,53, dan Internal Rate of Return (IRR) sebesar 91%. Skenario normal memproyeksikan ARR sebesar 1,13%, PP selama 15 bulan, NPV sebesar RP 13.730.886.113,97, PI sebesar 6,20, dan IRR sebesar 123%. Skenario optimis memproyeksikan ARR sebesar 3,05%, PP selama 7 bulan, NPV sebesar RP 34.259.916.138,65, PI sebesar 15,47, dan IRR sebesar 187%. Dari ketiga skenario tersebut CEVA-L�³real memilih skenario normal sebagai landasan kelayakan pengembangan model bisnis e-commerce.

The need for a supply chain process for manufacturing companies gave birth to third-party logistics service companies. Digital development provides an opportunity for manufacturing companies to distribute their products through digital channels, such as online e-commerce platform. As a supply chain service provider to manufacturing companies, third-party logistics companies have the opportunity to expand their services to the e-commerce business process. This study aims to design the development of e-commerce business model at third-party logistics companies such as CEVA Indonesia. More specifically, research was conducted at one of CEVA Indonesia's clients which is L�³real Indonesia. This research was conducted qualitatively by taking primary data through interviews with CEVA Indonesia employees, namely the CEVA-L�³real Contract Manager, Business Development Manager, and Head of Human Capital. The result showed that CEVA Indonesia, especially CEVA-L�³real already had readiness in developing e-commerce business model. In addition, there are still some aspects that must be developed until this business model can truly being implemented and produce profit. The form of the business model that will be developed is to expand cooperation with L�³real through the delivery of e-commerce to reach L�³real's end consumers. The initial investment needed to develop this business model is Rp 2,214,251,175.13. Based on the 3-year financial projection, for the pessimistic scenario the projection of the Average Return Rate (ARR) is 0.44%, the Payback Period (PP) for 32 months, the Net Present Value (NPV) of Rp.8,813,125,959.40, Index Profitability (PI) is 3.53, and Internal Rate of Return (IRR) is 91%. Normal scenario projects an ARR of 1.13%, PP for 15 months, NPV of Rp. 13,730,886,113.97, PI of 6.20, and IRR of 123%. The optimistic scenario projects an ARR of 3.05%, PP for 7 months, NPV of Rp. 34,259,916,138.65, PI of 15.47, and IRR of 187%. Of the three scenarios CEVA-L�³real chose the normal scenario as a basis for the feasibility of developing an e-commerce business model.

Kata Kunci : model bisnis, e-commerce, logistik, rencana bisnis, CEVA Indonesia, L�³real, Average Rate of Return, Payback Period, Net Present Value, Profitability Index, Internal Rate of Return