MAPPING ORGANIZATIONAL CULTURE IN INDONESIA FASHION E-COMMERCE: THE CASE OF MILLENIAL IN HIJUP.COM

• Main Author: OKTAPURI (NIM 29115328), GEBBY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22246
• Institution: Institut Teknologi Bandung

Modest fashion gearing up the market as the demand increasing, and have potential to <br /> <br /> <br /> grow sophisticatedly, especially with the internet user in Indonesia (2016) is 132.7 <br /> <br /> <br /> million user or 51.5 % from the total of country population. In 2015 alone, the <br /> <br /> <br /> Muslim fashion industries in Indonesia valued $1.5 billion, and Indonesia also hoping <br /> <br /> <br /> that by 2020, the country will become the center of global capital of Islamic fashion. <br /> <br /> <br /> HIJUP is fashion e-commerce that keeps growing its businesses through the years as <br /> <br /> <br /> the first e-commerce Muslim fashion in the world. Its website is well known in more <br /> <br /> <br /> than 50 countries and already shipped around the globe. However, in their sixth year, <br /> <br /> <br /> the company needs the stability in their organization culture, related to its employee <br /> <br /> <br /> that has the majority of millennial generation. In this research, the data collected will <br /> <br /> <br /> point out to the factors that influence the organizational culture, type of organizational <br /> <br /> <br /> culture, and how to strengthen it. OCAI is the best method to do the mapping of <br /> <br /> <br /> HIJUP company culture. The instrument is also related to the CVF or Competing <br /> <br /> <br /> Values Framework, which consist of four clans. The data to be analyzed for this <br /> <br /> <br /> research come from the interview, quantitative survey, and theory basis. From the <br /> <br /> <br /> OCAI Questionnaire, the research found that the highest score for current situation is <br /> <br /> <br /> i <br /> <br /> <br /> Clan Culture. Clan Culture symbolized a very pleasant place to work where people <br /> <br /> <br /> share a lot of themselves and commitment is high. Followed by market culture, which <br /> <br /> <br /> is result-oriented, production, goals and targets and competition. In the preferred <br /> <br /> <br /> culture, the employees want to increase the effectiveness of the culture with clan <br /> <br /> <br /> culture. However, most of the employees want adhocracy culture rather than market <br /> <br /> <br /> culture dominance in the company. Adhocracy culture promotes innovation and more <br /> <br /> <br /> challenge in new ideas. As most of the employees in the organization are millennial, <br /> <br /> <br /> they like new challenge and explore new things. Thus, for the company, they need to <br /> <br /> <br /> be supportive, such as provide and facilitate the employee in entrepreneurial journey, <br /> <br /> <br /> giving the guidelines, and provide a conducive condition in the working environment.