DEVELOPING COLLABORATION STRATEGY ON SALES GROWTH (CASE STUDY: START-UP SMES IN BANDUNG)

• Main Author: Aulia Hertikawan, Fikry
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78683
• Institution: Institut Teknologi Bandung

According to Gilpin (2002), Competition in business today is increasingly competitive worldwide. Competition can cause considerable losses to become bankrupt. This negative impact becomes commonplace in the business world when a company cannot innovate. In addition, it also affects in terms of improper implementation of the strategy on the company. The company must continue to grow in every time to be sustainable and beneficial to the people. Various business scale in the world which one of them is Small Medium Enterprise and Startup which is currently growing rapidly all over the world, including in Indonesia. One of the SMEs company named Centrum Laundry located in Bandung, stagnant to the development of business. From these problems, researchers want to find solutions in the form of the right strategy at the company Centrum Laundry and also for other companies in Bandung SMEs and Startup scale. The way researchers do is to validate the strategies that researchers recommend and make the right strategy model for the company. Further research from previous research has been investigated by reviewing more specifically on SMEs and Startup scale businesses using different strategies. In this study, the implementation of collaborative strategy to increase sales will be examined by using survey to companies that have implemented this strategy. Respondents focused on SMEs and Startup companies in Bandung with various types of companies such as fashion, property, technology, and others. In the survey conducted by researchers, conducted a survey in the form of validation with statements on all theories about collaboration strategy and sales growth. The dimensions derived from the two variables serve as the framework of the question, such as the dimensions of the five-dimensional collaboration strategy (Effectiveness, Collaboration by Networks & Environment, Solving Problem Together, Boosting Sales, and Mutual Understanding) and the sales growth variable consists of two dimensions Loyal Customer and Expand New Market). With quantitative counting method, the survey was collected from 100 respondents in accordance with the criteria with located in Bandung. Data processing using SPSS and Microsoft Excel software to release Simple Linear Regression and descriptive analysis. Based on the results of the analysis to get very useful results that collaboration strategy affects the increase in sales of the company and shown by SPSS analysis results that have a positive effect of 35.10%. In addition to the more meaningful and useful, researchers create an implementation model to be applied to collaboration strategies for companies, especially for Small Medium Enterprise and Startup in Bandung. The implementation model is designed based on the results of the questionnaire survey and analyzes by ranking the results of the evaluator of each dimension of a collaborative strategy that is classified into three types of strategies (primary, secondary, tertiary). From the whole dimension of five dimensions, only two dimensions are used as the main strategy (primary) based on the highest value which are both equal to 342 points, namely Collaboration by Network & Environment dimension and Effectiveness dimension. Dimensions Boosting Sales serve as a secondary strategy for getting lower values ??from the highest strategy that is as high as 341 points. As for the rest, the dimensions of Mutual Understanding and the Solving Problem Together dimension become a tertiary strategy based on the value of 331 points each for the Mutual Understanding and 324 points for the Solving Problem Together dimension. From the results of this study, researchers can conclude that the collaboration strategy is very useful to improve the company's capability in the number of sales increase. Researchers hope that the collaborative strategy to become a well-known step as a step to increase the potential of companies around the world. The results of this study are not recommended for companies, especially Small Medium Enterprise and Startup to implement a collaborative strategy to increase the number of sales companies. Researchers really hope for other researchers can also do research with the same variable but with a wider location again not only in Bandung. In addition, this research is highly recommended if researchers use other dependent variables that are not focused on sales growth variable.