Analisis Strategi Bersaing PT XYZ dalam Industri Informasi Perkreditan

Aries Jodi S, C. Budi Santoso, Dr., M.Bus.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk menyusun strategi bisnis yang dapat diterapkan PT XYZ dalam menghadapi persaingan dalam industri informasi perkreditan di Indonesia. Metode yang digunakan meliputi analisis PESTEL dan Porter Five Forces untuk mengevaluasi faktor eksternal dan VRIO untuk menilai kondisi internal perusahaan. Data primer dikumpulkan melalui wawancara dengan manajemen dan karyawan serta data sekunder diperoleh dari laporan tahunan perusahaan dan publikasi terkait. 

Secara keseluruhan, analisis PESTEL menunjukkan bahwa PT XYZ menghadapi peluang eksternal yang signifikan dari kebijakan transformasi digital, perkembangan teknologi, perubahan gaya hidup masyarakat, serta dukungan terhadap UMKM, namun juga dihadapkan pada tekanan regulasi yang ketat sebagai faktor risiko utama. Analisis Porter Five Forces mengindikasikan bahwa tingkat persaingan dalam industri LPIP relatif tinggi, terutama akibat intensitas persaingan antar pemain eksisting, kuatnya daya tawar pembeli, serta tuntutan inovasi dan diferensiasi berkelanjutan, sementara ancaman pendatang baru dan produk substitusi relatif terkendali. Di sisi internal, analisis VRIO menunjukkan bahwa PT XYZ memiliki keunggulan kompetitif berkelanjutan yang bersumber dari inovasi produk, kapabilitas teknologi yang andal, dan sinergi ekosistem usaha, meskipun beberapa sumber daya lainnya masih berada pada tingkat paritas kompetitif dan memerlukan penguatan agar mampu mendukung daya saing jangka panjang.

Berdasarkan hasil analisis IE dan SWOT, terdapat dua pilihan strategi bisnis yang dapat diterapkan PT XYZ, yaitu: (a) mengembangkan produk credit scoring baru berbasis artificial intelligence / machine learning untuk segmen yang belum terjangkau seperti UMKM, BNPL (Buy Now Pay Later), e-commerce & telekomunikasi dan (b) memanfaatkan ekosistem usaha untuk tukar menukar data & layanan scoring, integrasi layanan dengan bank, perusahaan pembiayaan, dan P2PL, dan menciptakan produk bundled antar usaha dalam grup. Berdasarkan penilaian menggunakan QSPM, strategi mengembangkan produk credit scoring baru berbasis artificial intelligence / machine learning untuk segmen yang belum terjangkau seperti UMKM, BNPL (Buy Now Pay Later), e-commerce & telekomunikasi mendapatkan skor tertinggi sehingga strategi tersebut merupakan strategi yang lebih menarik dan efektif bagi PT XYZ.

This study aims to formulate business strategies that can be implemented by PT XYZ to address competition within Indonesia’s credit information industry. The research employs PESTEL and Porter Five Forces analyses to evaluate external factors, as well as the VRIO framework to assess the company’s internal conditions. Primary data were collected through interviews with management and employees, while secondary data were obtained from the company’s annual reports and relevant publications.

Overall, the PESTEL analysis indicates that PT XYZ faces significant external opportunities arising from digital transformation policies, technological advancements, changes in societal lifestyles, and support for micro, small, and medium enterprises (MSMEs). However, the company is also exposed to strict regulatory pressures, which constitute a major risk factor. Porter Five Forces analysis reveals that the level of competition within the credit information service provider (LPIP) industry is relatively high, primarily due to intense rivalry among existing players, strong buyer bargaining power, and continuous demands for innovation and differentiation. Meanwhile, the threats of new entrants and substitute products remain relatively moderate. From an internal perspective, the VRIO analysis demonstrates that PT XYZ possesses sustainable competitive advantages derived from product innovation, reliable technological capabilities, and strong business ecosystem synergies. Nevertheless, several other resources remain at the level of competitive parity and require further strengthening to support long-term competitiveness.

Based on the results of the IE and SWOT analyses, two alternative business strategies are identified for PT XYZ: (a) developing new artificial intelligence/machine learning–based credit scoring products for underserved segments such as MSMEs, Buy Now Pay Later (BNPL), e-commerce, and telecommunications; and (b) leveraging the business ecosystem to facilitate data and scoring service exchanges, integrating services with banks, finance companies, and peer-to-peer lending institutions, as well as creating bundled products across group businesses. The QSPM evaluation indicates that the strategy of developing new artificial intelligence/machine learning–based credit scoring products for underserved segments achieves the highest score, making it the most attractive and effective strategic option for PT XYZ.

Kata Kunci : LPIP, Informasi Perkreditan, Analisis PESTEL, Analisis Porter Five Forces, Analisis VRIO, Analisis EFE, Analisis EFI, Analisis IE, Analisis SWOT, QSPM.