ANALISIS STRATEGI BERSAING PADA PERUSAHAAN PT. TRIMEGAH KARYA PRATAMA (ULTRA VOUCHER)

Fajar Ilhamy, Rocky Adiguna, S.E., M.Sc., Ph.D.,

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Perkembangan teknologi informasi dan komunikasi serta tingginya penetrasi internet di Indonesia telah mendorong pergeseran pola konsumsi masyarakat ke ekosistem digital. PT Trimegah Karya Pratama Tbk (Ultra Voucher) bergerak di industri voucher digital dan menawarkan berbagai jenis produk voucher namun perusahaan menghadapi tantangan terkait keberlanjutan profitabilitas. Penelitian ini bertujuan menganalisis strategi bersaing PT Trimegah Karya Pratama Tbk (Ultra Voucher) dan merumuskan strategi alternatif yang dapat memperkuat posisi perusahaan di pasar voucher digital Indonesia.
Penelitian menggunakan pendekatan kualitatif deskriptif. Analisis dilakukan dengan mengombinasikan kajian lingkungan eksternal melalui kerangka PESTEL, pemetaan rantai nilai yang didukung wawancara mendalam dengan narasumber terkait, serta penilaian sumber daya dan kapabilitas menggunakan Resource-Based View (RBV) kerangka VRIO. Hasil analisis menunjukkan bahwa Ultra Voucher mengarah pada strategi Broad Differentiation untuk menciptakan nilai tambah dan membedakan diri dari kompetitor. Untuk meningkatkan daya saing, direkomendasikan beberapa langkah strategis, antara lain (1) mengembangkan model berlangganan dan meningkatkan loyalitas; (2) membentuk kemitraan dengan merek segmen menengah–atas (3) menerapkan kampanye promosi terjadwal (4) memperkuat segmen business to business (B2B) untuk menstabilkan pendapatan melalui kontrak jangka menengah-panjang.

The advancement of information and communication technology and the high level of internet penetration in Indonesia have driven a shift in consumer behavior toward a digital ecosystem. PT Trimegah Karya Pratama Tbk (Ultra Voucher) operates in the digital voucher industry and offers a wide range of voucher products; however, the company faces challenges related to sustaining profitability. This study aims to analyze the competitive strategy of PT Trimegah Karya Pratama Tbk (Ultra Voucher) and to formulate alternative strategies to strengthen the company’s position in the Indonesian digital voucher market.
This research employs a descriptive qualitative approach. The analysis integrates an external environment assessment using the PESTEL framework, value chain analysis supported by in-depth interviews with relevant informants, and an evaluation of resources and capabilities through the Resource-Based View (RBV) using the VRIO framework. The findings indicate that Ultra Voucher adopts a Broad Differentiation strategy to create added value and distinguish itself from competitors. To enhance competitiveness, several strategic initiatives are recommended: (1) developing a subscription-based model to increase customer loyalty; (2) establishing partnerships with mid- to high-end brands; (3) implementing scheduled promotional campaigns; and (4) strengthening the business-to-business (B2B) segment to stabilize revenue streams through medium- to long-term contracts.

Kata Kunci : Kata Kunci: Analisis Rantai Nilai, Analisis PESTEL, Resource-Based View (RBV), VRIO, Broad Differentiation, Strategi Bersaing