PROPOSED ENTREPRENEURIAL LEADERSHIP VALUE AND ENTREPRENEURIAL ORIENTATION STRATEGY OF PT KEI TO PROMOTE ENTREPRENEURIAL CULTURE AND VALUE CREATION

• Main Author: Hanifah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61615
• Institution: Institut Teknologi Bandung

KEI was built to answer the needs of junior and senior high school students, especially students who want to enroll universities through the Joint Selection to Enter State Universities (SBMPTN) or independent selection by other leading universities. Strategic Positioning was formed by KEI by combining academic and psychological aspects by providing premium services and a homy and flexible learning experience to the upper middle income segment. The Covid-19 pandemic that has occurred since March 2020 has had impact Indonesian society in general. However, in 2021, the level of Indonesia's saving to GDP remains the same as in previous years, when the poverty rate increased. Hence, there is an increase in saving for a small portion of the upper-middle class, when the majority of the lower-income people is increasing from the declined income of the middle-income community due to unemployment. By segmentation and the data, this economic condition should not impact KEI, considering that KEI targets the middle-upper class economic community. The declining condition of KEI's sales revenue is a critical indication that must be addressed through the role of organizations that need to review how to creatively capture and manage market opportunities and follow up the opportunity innovatively to stay survive in this pandemic condition, and even grow higher than previous years sales revenues. KEI require not only manager to run the company, but KEI need leaders who could move company with entrepreneurial values who lead creatively and inovatively.