PENGUKURAN KESIAPAN PENERAPAN KAPABILITAS DINAMIS PT DIBIMBING DIGITAL INDONESIA

• Main Author: Utami, Tri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69723
• Institution: Institut Teknologi Bandung

PT Dibimbing Digital Indonesia is a startup that provides digital skills training with the advantages of its cheap products. The emergence of similar competitors at lower prices makes it difficult to be guided to compete with its competitors. One of the signs is the decrease in the conversion rate derived from a free event program called Digital Skill Fair (DSF) from 2.5% to 0.75%, allegedly because DSF service users began to compare products with competitors. Due to the increasingly dynamic business competition, a sustainable competitive advantage (SCA) is needed. To achieve SCA, companies need to implement dynamic capabilities within the company, so it is necessary to measure their readiness. That way, this research discusses the measurement of dynamic capabilities in the company for process of understanding the market and technology opportunities (sensing), strategic decisionmaking skills (seizing) as well as the combination, and asset protection skills (transforming) in achieving sustainable competitive advantage at PT Dibimbing Digital Indonesia. The research was conducted by designing a measuring instrument for the readiness of dynamic capability application based on the selection of variables from three measuring instruments, namely Teece, Day & Schoemaker, and Wang & Ahmed. The tool for measuring the readiness of the implementation of dynamic capabilities consists of 4 variables with 41 indicators. The measuring instrument used is a questionnaire. The limit of readiness for the implementation of dynamic capabilities is 4, determined based on the results of focus group discussions with top management. The result from measuring the readiness of the dynamic capabilities implementation, Dibimbing is ready to implement dynamic capabilities in the company which is indicated by the mode of readiness to meet the readiness limit is 4. The increase in the application of dynamic capabilities focuses on indicators that are still less than the expectations of top management consist of 8 indicators of the sensing variable, 3 indicators of the seizing variable, and 7 indicators of the transforming variable.