ANALISIS INOVASI NILAI DI KEDAI DIGITAL YOGYAKARTA

• Main Authors: , Marheni Eka Saputri, , Budi Santosa, Dr., M.Bus.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/89859/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51104
• Institution: Universitas Gadjah Mada

Merchandise business developed so rapidly in recent years especially in Yogyakarta. This phenomena make players in merchandise industry should compete to retain customers, even extremely decrease their price and cut the margin profit. Blue Ocean Strategy is a concept which company doesn�t have to compete but create a new market to make the competition irrelevant. Value Innovation is basic way of this strategy. Specifically, this study discusses value innovation analysis in Kedai Digital Yogyakarta. The purpose of this study is to determine value innovation in Kedai Digital and identification value driver to create value innovation. This research was conducted by in depth interview with all of decision maker in 6 company and questionnaire to 100 people of Kedai Digital Yogyakarta customers who obtained using purposive sampling technique. Then analyze the data obtained in the form of quantitative and qualitative analysis. Analysis tools are Kanvas Strategy or Value Curve and Four Framework Analysis. The results showed that Kedai Digital create 3 value innovation which can�t be imitate by the others player. They are free design, unique location and one stop shopping. Those values makes Kedai Digital can charge a high price and still get profit even makes the competition irrelevant.