ANALISIS MODEL BISNIS FREELANCE CAR RENTAL

CAHYO BUDI WIBOWO, Nurul Indarti, SE, Sivilokonom., Cand. Merc. Ph.D

2015 | Tesis | S2 Manajemen

Perkembangan usaha rental mobil di Daerah Istimewa Yogyakarta pesat dengan banyaknya wisatawan asing maupun domestik dan pelaku usaha yang datang ke daerah ini. Potensi wisata DIY yang terus dikembangkan oleh masyarakat didukung oleh pemerintah menjadi kunci semakin ramainya pariwisata di daerah ini. Kebutuhan akan jasa rental mobil yang digunakan sebagai sarana transportasi menjadi salah satu pilihan untuk menjelajah daerah di DIY oleh wisatawan dan pelaku usaha. Banyaknya pelaku usaha rental mobil masih belum mampu mencukupi kebutuhan konsumen terutama ketika week end dan hari libur nasional. Freelance Car Rental melihat peluang ini untuk membuat usaha rental mobil untuk menjadi pelaku usaha baru yang menggunakan strategi berbeda dalam menarik minat konsumen. Penelitian ini bertujuan membuat model bisnis Freelance Car Rental dengan menggunakan metode peta empati yang didapat dari pelanggan untuk menangkap potensi yang belum ditangkap oleh pelaku usaha rental mobil yang lain. Hasil penelitian dimulai dari peta empati yang menunjukkan bahwa potensi pelanggan yang menggunakan jasa rental mobil masih menarik pelanggan. Jasa rental mobil Freelance Car Rental menggunakan sopir dan memakai paket berdurasi tiga hari dengan tujuan memangkas biaya sewa mobil. Hasil dari analisis menunjukkan keuntungan masih bisa didapat dari pengurangan harga tersebut dengan profit sebesar 52% dan NPV positif menunjukkan bahwa usaha ini layak untuk diteliti.

The development of car rental business in Special District of Yogyakarta province is growing rapidly in which in align with the growing number of both domestic and foreign traveler as well as business players/entrepreneurs who coming in this region. The Yogyakarta tourism which is continously enhanced by community and supported by government becomes a reason underlying the more numerous tourism potential in this region. The needs on car rental services which used by either travelers or business players as transportation now becomes an alternative choice to explore places in Yogyakarta. However, currently the number of car rental business players is considered as insufficient to fulfill customers needs especially when it is in the week end or national holiday. Freelance car rental sees this as an opportunity and wants to create a car rental business with the aim to become a new business player who implements different strategy in atrracting customers interest. This reasearch aims to create a business model of Freelance Car Rental by using emphaty map method which is retrieved from customers in order to catch the potential that hasn't been caught by others car rental business player. The result of this research is started from emphaty map in which shows that customer potential who using car rental service is still attracting customers. Car rental service of Freelance Car Rental engaging driver and using package with three day duration with the aim to reduce cost of car rental. The result from the analysis shows that profit could be attained from deduction of car rental cost with expected profit as much as 52% and the positive NPV Shows that this business is feasible to be analysed.

Kata Kunci : rental, mobil, pelanggan, peta empati, model bisnis