PROPOSED BUSINESS STRATEGY FOR JOB2GO AS A NEW JOB PORTAL APPLICATION

• Main Author: Katila Hanum, Gesha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49321
• Institution: Institut Teknologi Bandung

Indonesia has a predominance of informal workers compared to formal workers. The dominating of informal workers is caused by the growth of digital economy which created the need for new informal workers (blue-collar). However, PT. Sarana Tekno Citra (STC), created Job2Go as a special platform to connect job seekers and employers, especially for blue-collar sector. As a new job portal application that builds in December 2019, Job2Go needs to increase the number of users download and maintain the number of users to reduce the user loss the application. So the purpose of this final project is to provide the recommendation for Job2Go to increase the number of users and maintain its current user to reduce user loss. Several analyzes have been carried out for this study. To analyze external conditions using 5C analysis and internal factors using the Business Model Canvas (BMC). To analyze specific problems using the Customer Journey Analysis from McKinsey (2015) and Concept Model User Engagement Analysis by O’Brien and Toms (2008). Also, to formulate a business strategy, the Strategy Diamond Model from Hambrick and Fredrickson (2001) is used. The method of data collection was carried out through questionnaires and interviews with various job seekers. This research concluded that in order to increase the number of users Job2Go needs to have many job vacancies, user-friendly displays, online and offline promotion, easy tracking systems, and direct relationships with employers. Meanwhile, to maintain the number of users, Job2Go needs to have a strong matchmaking system and push notifications to keep the user for using Job2Go even though they already got the job. The implementation plan is started by having partnerships with other parties, enhance the interface display, online and offline promotion strategy, enhance matchmaking system, develop a tracking system, develop push notifications, and the last one is develop communication online system. All of the proposed solutions, expected to increase the number of users and maintain its current user for Job2Go application.