Strategi Ekspansi Pasar melalui Rekonfigurasi Model Bisnis dari Sistem Vendor B2B Menuju Marketplace Digital pada Manufaktur Busa Polimer

Ninda Lutfiani; Michael Surya Gunawan; Muhamad Alfi Duwi Juliansah; Fitra Putri Oganda

doi:10.55606/makreju.v4i3.4477

Authors

Ninda Lutfiani Universitas Raharja
Michael Surya Gunawan Universitas Raharja
Muhamad Alfi Duwi Juliansah Universitas Raharja
Fitra Putri Oganda Universitas Raharja

DOI:

https://doi.org/10.55606/makreju.v4i3.4477

Keywords:

AISAS Model, B2B to Marketplace, Business Model Reconfiguration, Digital Transformation, Polymer Foam Industry

Abstract

Perkembangan teknologi digital telah memicu perubahan signifikan dalam cara bisnis beroperasi di sektor manufaktur, termasuk pada industri busa polimer yang selama ini didominasi oleh model Business-to-Business (B2B) berbasis vendor. Model tersebut memiliki berbagai keterbatasan, seperti ketergantungan pada mitra bisnis tertentu, terbatasnya jangkauan pasar, serta rendahnya fleksibilitas dalam menjangkau segmen konsumen baru. Seiring dengan meningkatnya adopsi platform digital dan marketplace, perusahaan manufaktur mulai melakukan transformasi model bisnis guna meningkatkan daya saing dan memperluas akses pasar. Penelitian ini bertujuan untuk menganalisis strategi ekspansi pasar melalui rekonfigurasi model bisnis dari sistem vendor B2B menuju marketplace digital pada industri busa polimer. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif dengan menggunakan kerangka AISAS (Attention, Interest, Search, Action, Share) untuk memahami perilaku konsumen dalam lingkungan digital. Pengumpulan data dilakukan melalui observasi terhadap proses bisnis, wawancara dengan pelaku industri, serta studi literatur terkait transformasi digital dan pemasaran berbasis perilaku konsumen. Hasil penelitian menunjukkan bahwa pemanfaatan marketplace digital mampu meningkatkan visibilitas produk (attention), mendorong ketertarikan konsumen (interest), memfasilitasi pencarian informasi (search), meningkatkan keputusan pembelian (action), serta memperluas penyebaran informasi melalui ulasan dan rekomendasi (share). Dengan demikian, penerapan model AISAS dalam rekonfigurasi model bisnis terbukti efektif dalam mendukung strategi ekspansi pasar, meningkatkan efisiensi distribusi, serta membuka peluang segmentasi pelanggan baru di luar pasar industri konvensional. Penelitian ini diharapkan dapat memberikan kontribusi konseptual dan praktis bagi pelaku industri manufaktur dalam menghadapi era digital.

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