ADDRESSING MARKET SATURATION AND COMPETITION IN DIGITAL FREELANCING

• Main Author: Abdi Akbar R, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84012
• Institution: Institut Teknologi Bandung

The advent of digital freelancing platforms has significantly altered global work dynamics, fuelled by technological progress and shifting worker preferences. This research focuses on Sribu.com, a leading Indonesian digital freelancing platform experiencing intense market saturation and competition. It explores strategic challenges and opportunities within this saturated market to find sustainable solutions that enhance platform competitiveness. Exploratory work began by reviewing the theoretical frameworks of digital marketplaces, concentrating on supply-demand dynamics, competition theory, and platform economics. This involved a comprehensive literature review, data analytics, and qualitative analysis of platform-specific metrics, such as freelancer engagement, client retention, and service diversification, to understand the complexities of operating in a competitive digital freelancing environment. An in-depth analysis of the current market conditions at Sribu.com revealed key issues like freelancer supply, job completion rates, and client engagement trends. The research examined the impact of market saturation on freelancers’ competition and client retention, testing various hypotheses through data collection, metrics, and analysis, highlighting potential areas for strategic improvement. The findings advocate for strategic initiatives to mitigate market saturation effects and bolster the competitive edge of freelancers and the platform. Proposed measures include enhancing freelancer vetting processes, improving client-freelancer matching algorithms, and introducing innovative service offerings. The research contributes to academic discussions on digital freelancing and provides actionable insights for platform operators and policymakers aimed at fostering the growth of digital freelancing ecosystems.