BUSINESS TRANSFORMATION STRATEGY : HOW A RETAIL SME UNLOCKING DIGITAL COMMERCE OPPORTUNITY
Indonesia is rapid digitizing country, it is expected to add 50 million new internet users between 2015 into 2020 with reaching penetration rate is 53%. Spurred by a large and digital population, Indonesia online commerce sector has grown quickly in recent years. Fashion is one of most challenging f...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/41717 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is rapid digitizing country, it is expected to add 50 million new internet users between 2015 into 2020 with reaching penetration rate is 53%. Spurred by a large and digital population, Indonesia online commerce sector has grown quickly in recent years. Fashion is one of most challenging fields highly impacted by global economic uncertainty as well as distinct trends and industrial changes. On this era industry players will have to accept the reality that some of the new paradigm is taking shape around them and some of the old rules simply don’t work. Regardless of size and segment, players now need to be agile, believe in digital-first and attain ever faster speed to market. to overcome fierce competition from online shops or e-commerce.
PT HZG as a fashion retail SME faces tremendous challenge. The SME sector has been under a lot of pressure because of this technological disruptions. Their traditional market has been disrupted by online players to make things worse, larger enterprises now have already moved to IoT, AI and Big Data, therefore it is critical for SME’s to explore platforms that can help make their business smart and globally competitive.
The objective of this research is to examines the effects of product purchase volume, usefullness of online shopping, importance of e-tailing platforms, product innovativeness, gender, secureness, advertising analytics and income on consumer intention to shop for fashion product online and to identify the required business transformation strategy of PT HZG on how to make their business relevant to their customers needs and to be able to compete with the potential competitors. Using ordinary least square model the results was product purchase volume, usefullness of online shopping, importance of e-tailing platforms, product innovativeness and income are significantly affected on consumer intention to shop for fashion product online.
The digital era is happening now and it is the right time for PT HZG transform their business model. New business model are proposed for PT HZG to match the current customer needs and take advantage of business opportunity to competing in fashion industry.
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