Peran Inovasi dan Diferensiasi Layanan dalam Meningkatkan Daya Saing Bisnis Jasa Digital di Pasar Global
The Role of Innovation and Service Differentiation in Increasing the Competitiveness of Digital Service Businesses in the Global Market
Keywords:
Service Innovation, Differentiation, Competitiveness
Abstract
Penelitian ini menganalisis peran inovasi dan diferensiasi layanan dalam meningkatkan daya saing perusahaan jasa digital di pasar global. Dengan metode kualitatif menggunakan pendekatan studi kasus pada beberapa perusahaan jasa digital, penelitian ini mengeksplorasi bagaimana strategi inovasi dan diferensiasi diterapkan, tantangan yang dihadapi, serta dampaknya terhadap daya saing. Data dikumpulkan melalui wawancara mendalam, dokumentasi, dan survei, dengan analisis tematik untuk mengidentifikasi pada bisnis jasa tanihub. Hasil penelitian menunjukkan bahwa inovasi berbasis data dan adaptasi teknologi terbaru memungkinkan perusahaan menciptakan layanan yang lebih relevan dan kompetitif. Diferensiasi layanan, seperti pengalaman pengguna yang unik dan layanan pelanggan yang responsif, terbukti meningkatkan loyalitas pelanggan dan membedakan perusahaan dari kompetitor. Meski demikian, keterbatasan sumber daya dan ekspektasi pelanggan yang berubah cepat menjadi tantangan dalam implementasi strategi ini. Secara keseluruhan, inovasi dan diferensiasi layanan memberikan dampak positif signifikan terhadap daya saing perusahaan di pasar global. Penelitian ini memberikan panduan bagi perusahaan jasa digital untuk menerapkan strategi adaptif yang mendukung pertumbuhan dan keunggulan kompetitif yang berkelanjutan.
References
Ahmadi, S., Widhiastuti, S., Helmy, I., Jayadi, J., & Aini, A. (2023). Examining the antecedents and consequences of adaptive selling capability: study from microfinance institutions in indonesia. Abac Journal, 43(3). https:/doi.org/10.59865/abacj.2023.38
Alamin, Z. (2022). Penguatan daya saing umkm melalui pelatihan keterampilan teknologi di era society 5.0. Taroa Jurnal Pengabdian Masyarakat, 1(2), 112-126. https:/doi.org/10.52266/taroa.v1i2.1235
Alavi, S., Habel, J., & Linsenmayer, K. (2019). What does adaptive selling mean to salespeople? an exploratory analysis of practitioners’ responses to generic adaptive selling scales. Journal of Personal Selling and Sales Management, 39(3), 254-263. https:/doi.org/10.1080/08853134.2019.1642765
Ananda, R. and Yuniawan, A. (2021). Studi empiris kepuasan pelanggan e-commerce secara global. Syntax Literate Jurnal Ilmiah Indonesia, 6(7), 3499. https:/doi.org/10.36418/syntax-literate.v6i7.3541
Apriyanti, R., Amalia, H., & Candra, R. (2021). Penerapan model waterfall pada sistem informasi layanan jasa listrik. Jurnal Insan Journal of Information System Management Innovation, 1(1), 46-53. https:/doi.org/10.31294/jinsan.v1i1.363
Armada, S. (2024). Pemberdayaan umkm dengan fokus pada peran wanita: inovasi digitalisasi pemasaran di kecamatan kebon pedas, sukabumi. Blantika Multidisciplinary Journal, 2(3), 311-316. https:/doi.org/10.57096/blantika.v2i3.108
Baines, T., Bigdeli, A., Bustinza, Ó., Shi, V., Baldwin, J., & Ridgway, K. (2017). Servitization: revisiting the state-of-the-art and research priorities. International Journal of Operations & Production Management, 37(2), 256-278. https:/doi.org/10.1108/ijopm-06-2015-0312
Blinda, K., Schnittka, O., Sattler, H., & Gräve, J. (2019). Implementing effective customer participation for hedonic and utilitarian services. Journal of Services Marketing, 33(3), 316-330. https:/doi.org/10.1108/jsm-07-2018-0196
Clarissa, C. and Bernarto, I. (2022). The influence of brand ambassador, brand awareness, brand image and prices on purchase decisions on online marketplace. Business and Entrepreneurial Review (Ber), 22(2), 273-288. https:/doi.org/10.25105/ber.v22i2.14966
Clarke, D., Jones, F., Harris, R., & Robert, G. (2017). What outcomes are associated with developing and implementing co-produced interventions in acute healthcare settings? a rapid evidence synthesis. BMJ Open, 7(7), e014650. https:/doi.org/10.1136/bmjopen-2016-014650
Dharmawan, D. and Sitio, A. (2020). Related impact from service quality and product quality towards customer satisfaction as well as its implications to customer loyalty at pt. cianjur artha makmur. Dinasti International Journal of Management Science, 2(1), 101-111. https:/doi.org/10.31933/dijms.v2i1.535
Hardiyanto, D. and Tunjungsari, H. (2019). Pengaruh internal marketing terhadap inovasi, dengan orientasi kewirausahaan sebagai variabel mediasi. Jurnal Manajerial Dan Kewirausahaan, 1(4), 801. https:/doi.org/10.24912/jmk.v1i4.6567
Hasibuan, B. and Ratnasari, L. (2021). Analisa kepuasan konsumen terhadap kualitas pelayanan musik studio dengan metode servqual. Jurnal Teknologi Dan Manajemen, 19(2), 59-62. https:/doi.org/10.52330/jtm.v19i2.33
Husain, M. (2023). Analisis pengaruh kualitas pelayanan jasa terhadap kepuasan pelanggan menggunakan metode logistic service quality (studi kasus: cv. kurir kuriran samarinda). Jurnal Teknik Industri Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 9(2), 379. https:/doi.org/10.24014/jti.v9i2.22171
Ikhwana, A. (2023). Peningkatan kualitas pelayanan terhadap kepuasan pelanggan dengan metode servqual di pt. tiki jalur nugraha ekakurir. Jurnal Kalibrasi, 21(2), 99-106. https:/doi.org/10.33364/kalibrasi/v.21-2.1182
Lee, M., Lee, S., & Koh, Y. (2019). Multisensory experience for enhancing hotel guest experience. International Journal of Contemporary Hospitality Management, 31(11), 4313-4337. https:/doi.org/10.1108/ijchm-03-2018-0263
Li, L., Su, F., Zhang, W., & Mao, J. (2017). Digital transformation by sme entrepreneurs: a capability perspective. Information Systems Journal, 28(6), 1129-1157. https:/doi.org/10.1111/isj.12153
Maita, I. (2022). Business model canvas sebagai strategi bisnis pada rbms menggunakan analisa swot dan metode topsis. Jurnal Ilmiah Rekayasa Dan Manajemen Sistem Informasi, 8(1), 100. https:/doi.org/10.24014/rmsi.v8i1.16056
Mintawati, H. (2023). Pengaruh pelatihan dan pengembangan terhadap kinerja karyawan di perusahaan pelayanan jasa. Jurnal Ilmiah IPS dan Humaniora, 1(1), 28-33. https:/doi.org/10.61116/jiih.v1i1.38
Mishra, A. (2014). The study of the relation between organizational atmosphere and organizational commitment among faculty members in colleges in dehradun. Prestige International Journal of Management & It - Sanchayan, 03(01), 86-95. https:/doi.org/10.37922/pijmit.2014.v03i01.009
PARIANGU, U. (2022). Public service towards new habit adaptation in kupang city. Journal of Tourism Economics and Policy, 2(3), 175-185. https:/doi.org/10.38142/jtep.v2i3.470
Pavlova, A., Scarth, B., Witt, K., Hetrick, S., & Fortune, S. (2022). Covid-19 related innovation in aotearoa/new zealand mental health helplines and telehealth providers – mapping solutions and discussing sustainability from the perspective of service providers. Frontiers in Psychiatry, 13. https:/doi.org/10.3389/fpsyt.2022.973261
Pei, X., Guo, J., Wu, T., Zhou, W., & Yeh, S. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? a comparative study of different shopping situations. Sustainability, 12(18), 7436. https:/doi.org/10.3390/su12187436
Peters, G., Kooij, L., Lenferink, A., Harten, W., & Doggen, C. (2021). The effect of telehealth on hospital services use: systematic review and meta-analysis. Journal of Medical Internet Research, 23(9), e25195. https:/doi.org/10.2196/25195
Pratami, J., Gaffar, V., Dirgantari, P., Furqon, C., & Maryati, M. (2023). Managing patient loyalty through digital patient experience. Journal of Eastern European and Central Asian Research (Jeecar), 10(4), 620-629. https:/doi.org/10.15549/jeecar.v10i4.1356
Proksch, D., Rosin, A. F., Stubner, S., & Pinkwart, A. (2021). The influence of a digital strategy on the digitalization of new ventures: the mediating effect of digital capabilities and a digital culture. Journal of Small Business Management, 62(1), 1-29. https:/doi.org/10.1080/00472778.2021.1883036
Putri, A. and Arif, M. (2023). Pengaruh digital marketing dan inovasi produk terhadap pendapatan. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 6(1), 194-208. https:/doi.org/10.36778/jesya.v6i1.915
Romero, D., Gaiardelli, P., Pezzotta, G., & Cavalieri, S. (2019). The impact of digital technologies on services characteristics: towards digital servitization., 493-501. https:/doi.org/10.1007/978-3-030-30000-5_61
Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing, 32(4), 400-413. https:/doi.org/10.1108/jsm-11-2016-0406
Santosa, H. (2023). Role of service innovation in enhancing customer satisfaction in the public sector organization. Jurnal Ilmiah Ilmu Administrasi Publik, 13(1), 183. https:/doi.org/10.26858/jiap.v13i1.45356
Setiawan, Z. (2023). Analysis of the influence of customer satisfaction, customer value and service quality on customer loyalty of state-owned bank in indonesia. Jemsi (Jurnal Ekonomi Manajemen Dan Akuntansi), 9(6), 2573-2580. https:/doi.org/10.35870/jemsi.v9i6.1683
Shaleh, M. (2023). E-layanan jasa photografhy berbasis web (amanda salon pari 03 sungai luar). Jurnal Perangkat Lunak, 5(3), 333-346. https:/doi.org/10.32520/jupel.v5i3.2783
Smith, J. (2024). Influence of digital transformation on firm performance in the service industry in united states. International Journal of Business Strategies, 9(1), 63-74. https:/doi.org/10.47672/ijbs.1823
Sony, M., Antony, J., & McDermott, O. (2022). The impact of medical cyber–physical systems on healthcare service delivery. The TQM Journal, 34(7), 73-93. https:/doi.org/10.1108/tqm-01-2022-0005
Triwijayati, A. (2023). Strategi inovasi bisnis untuk meningkatkan daya saing dan pertumbuhan organisasi di era digital. Jurnal Bisnis Dan Manajemen West Science, 2(03), 306-314. https:/doi.org/10.58812/jbmws.v2i03.564
Walean, R. (2023). Analisis penerapan sistem informasi ppdb online dengan menggunakan model kesuksesan delone dan mclean. Seiko Journal of Management & Business, 6(2), 9. https:/doi.org/10.37531/sejaman.v6i2.4248
Wiwoho, G. (2019). Orientasi pasar dan inovasi produk, serta pengaruhnya terhadap keunggulan bersaing dan kinerja perusahaan pada umkm: sebuah agenda penelitian. Fokus Bisnis Media Pengkajian Manajemen Dan Akuntansi, 18(2), 29-38. https:/doi.org/10.32639/fokusbisnis.v18i2.340
Yaakub, S. (2024). Analisis kesiapan pengguna sistem presensi di perguruan tinggi menggunakan model technology readiness index. Jurnal Ilmiah Media Sisfo, 18(1), 77-88. https:/doi.org/10.33998/mediasisfo.2024.18.1.1525
Yani, A. (2023). Product and service innovation strategies to expand msme markets. Journal of Contemporary Administration and Management (Adman), 1(3), 163-169. https:/doi.org/10.61100/adman.v1i3.67
Zainurrafiqi, Z. and Rachmawati, R. (2019). Pengaruh etika bisnis, faktor kontingensi dan tingkat penggunaan internet terhadap daya saing. Ekuitas (Jurnal Ekonomi Dan Keuangan), 2(4), 550-571. https:/doi.org/10.24034/j25485024.y2018.v2.i4.426
Alamin, Z. (2022). Penguatan daya saing umkm melalui pelatihan keterampilan teknologi di era society 5.0. Taroa Jurnal Pengabdian Masyarakat, 1(2), 112-126. https:/doi.org/10.52266/taroa.v1i2.1235
Alavi, S., Habel, J., & Linsenmayer, K. (2019). What does adaptive selling mean to salespeople? an exploratory analysis of practitioners’ responses to generic adaptive selling scales. Journal of Personal Selling and Sales Management, 39(3), 254-263. https:/doi.org/10.1080/08853134.2019.1642765
Ananda, R. and Yuniawan, A. (2021). Studi empiris kepuasan pelanggan e-commerce secara global. Syntax Literate Jurnal Ilmiah Indonesia, 6(7), 3499. https:/doi.org/10.36418/syntax-literate.v6i7.3541
Apriyanti, R., Amalia, H., & Candra, R. (2021). Penerapan model waterfall pada sistem informasi layanan jasa listrik. Jurnal Insan Journal of Information System Management Innovation, 1(1), 46-53. https:/doi.org/10.31294/jinsan.v1i1.363
Armada, S. (2024). Pemberdayaan umkm dengan fokus pada peran wanita: inovasi digitalisasi pemasaran di kecamatan kebon pedas, sukabumi. Blantika Multidisciplinary Journal, 2(3), 311-316. https:/doi.org/10.57096/blantika.v2i3.108
Baines, T., Bigdeli, A., Bustinza, Ó., Shi, V., Baldwin, J., & Ridgway, K. (2017). Servitization: revisiting the state-of-the-art and research priorities. International Journal of Operations & Production Management, 37(2), 256-278. https:/doi.org/10.1108/ijopm-06-2015-0312
Blinda, K., Schnittka, O., Sattler, H., & Gräve, J. (2019). Implementing effective customer participation for hedonic and utilitarian services. Journal of Services Marketing, 33(3), 316-330. https:/doi.org/10.1108/jsm-07-2018-0196
Clarissa, C. and Bernarto, I. (2022). The influence of brand ambassador, brand awareness, brand image and prices on purchase decisions on online marketplace. Business and Entrepreneurial Review (Ber), 22(2), 273-288. https:/doi.org/10.25105/ber.v22i2.14966
Clarke, D., Jones, F., Harris, R., & Robert, G. (2017). What outcomes are associated with developing and implementing co-produced interventions in acute healthcare settings? a rapid evidence synthesis. BMJ Open, 7(7), e014650. https:/doi.org/10.1136/bmjopen-2016-014650
Dharmawan, D. and Sitio, A. (2020). Related impact from service quality and product quality towards customer satisfaction as well as its implications to customer loyalty at pt. cianjur artha makmur. Dinasti International Journal of Management Science, 2(1), 101-111. https:/doi.org/10.31933/dijms.v2i1.535
Hardiyanto, D. and Tunjungsari, H. (2019). Pengaruh internal marketing terhadap inovasi, dengan orientasi kewirausahaan sebagai variabel mediasi. Jurnal Manajerial Dan Kewirausahaan, 1(4), 801. https:/doi.org/10.24912/jmk.v1i4.6567
Hasibuan, B. and Ratnasari, L. (2021). Analisa kepuasan konsumen terhadap kualitas pelayanan musik studio dengan metode servqual. Jurnal Teknologi Dan Manajemen, 19(2), 59-62. https:/doi.org/10.52330/jtm.v19i2.33
Husain, M. (2023). Analisis pengaruh kualitas pelayanan jasa terhadap kepuasan pelanggan menggunakan metode logistic service quality (studi kasus: cv. kurir kuriran samarinda). Jurnal Teknik Industri Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 9(2), 379. https:/doi.org/10.24014/jti.v9i2.22171
Ikhwana, A. (2023). Peningkatan kualitas pelayanan terhadap kepuasan pelanggan dengan metode servqual di pt. tiki jalur nugraha ekakurir. Jurnal Kalibrasi, 21(2), 99-106. https:/doi.org/10.33364/kalibrasi/v.21-2.1182
Lee, M., Lee, S., & Koh, Y. (2019). Multisensory experience for enhancing hotel guest experience. International Journal of Contemporary Hospitality Management, 31(11), 4313-4337. https:/doi.org/10.1108/ijchm-03-2018-0263
Li, L., Su, F., Zhang, W., & Mao, J. (2017). Digital transformation by sme entrepreneurs: a capability perspective. Information Systems Journal, 28(6), 1129-1157. https:/doi.org/10.1111/isj.12153
Maita, I. (2022). Business model canvas sebagai strategi bisnis pada rbms menggunakan analisa swot dan metode topsis. Jurnal Ilmiah Rekayasa Dan Manajemen Sistem Informasi, 8(1), 100. https:/doi.org/10.24014/rmsi.v8i1.16056
Mintawati, H. (2023). Pengaruh pelatihan dan pengembangan terhadap kinerja karyawan di perusahaan pelayanan jasa. Jurnal Ilmiah IPS dan Humaniora, 1(1), 28-33. https:/doi.org/10.61116/jiih.v1i1.38
Mishra, A. (2014). The study of the relation between organizational atmosphere and organizational commitment among faculty members in colleges in dehradun. Prestige International Journal of Management & It - Sanchayan, 03(01), 86-95. https:/doi.org/10.37922/pijmit.2014.v03i01.009
PARIANGU, U. (2022). Public service towards new habit adaptation in kupang city. Journal of Tourism Economics and Policy, 2(3), 175-185. https:/doi.org/10.38142/jtep.v2i3.470
Pavlova, A., Scarth, B., Witt, K., Hetrick, S., & Fortune, S. (2022). Covid-19 related innovation in aotearoa/new zealand mental health helplines and telehealth providers – mapping solutions and discussing sustainability from the perspective of service providers. Frontiers in Psychiatry, 13. https:/doi.org/10.3389/fpsyt.2022.973261
Pei, X., Guo, J., Wu, T., Zhou, W., & Yeh, S. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? a comparative study of different shopping situations. Sustainability, 12(18), 7436. https:/doi.org/10.3390/su12187436
Peters, G., Kooij, L., Lenferink, A., Harten, W., & Doggen, C. (2021). The effect of telehealth on hospital services use: systematic review and meta-analysis. Journal of Medical Internet Research, 23(9), e25195. https:/doi.org/10.2196/25195
Pratami, J., Gaffar, V., Dirgantari, P., Furqon, C., & Maryati, M. (2023). Managing patient loyalty through digital patient experience. Journal of Eastern European and Central Asian Research (Jeecar), 10(4), 620-629. https:/doi.org/10.15549/jeecar.v10i4.1356
Proksch, D., Rosin, A. F., Stubner, S., & Pinkwart, A. (2021). The influence of a digital strategy on the digitalization of new ventures: the mediating effect of digital capabilities and a digital culture. Journal of Small Business Management, 62(1), 1-29. https:/doi.org/10.1080/00472778.2021.1883036
Putri, A. and Arif, M. (2023). Pengaruh digital marketing dan inovasi produk terhadap pendapatan. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 6(1), 194-208. https:/doi.org/10.36778/jesya.v6i1.915
Romero, D., Gaiardelli, P., Pezzotta, G., & Cavalieri, S. (2019). The impact of digital technologies on services characteristics: towards digital servitization., 493-501. https:/doi.org/10.1007/978-3-030-30000-5_61
Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing, 32(4), 400-413. https:/doi.org/10.1108/jsm-11-2016-0406
Santosa, H. (2023). Role of service innovation in enhancing customer satisfaction in the public sector organization. Jurnal Ilmiah Ilmu Administrasi Publik, 13(1), 183. https:/doi.org/10.26858/jiap.v13i1.45356
Setiawan, Z. (2023). Analysis of the influence of customer satisfaction, customer value and service quality on customer loyalty of state-owned bank in indonesia. Jemsi (Jurnal Ekonomi Manajemen Dan Akuntansi), 9(6), 2573-2580. https:/doi.org/10.35870/jemsi.v9i6.1683
Shaleh, M. (2023). E-layanan jasa photografhy berbasis web (amanda salon pari 03 sungai luar). Jurnal Perangkat Lunak, 5(3), 333-346. https:/doi.org/10.32520/jupel.v5i3.2783
Smith, J. (2024). Influence of digital transformation on firm performance in the service industry in united states. International Journal of Business Strategies, 9(1), 63-74. https:/doi.org/10.47672/ijbs.1823
Sony, M., Antony, J., & McDermott, O. (2022). The impact of medical cyber–physical systems on healthcare service delivery. The TQM Journal, 34(7), 73-93. https:/doi.org/10.1108/tqm-01-2022-0005
Triwijayati, A. (2023). Strategi inovasi bisnis untuk meningkatkan daya saing dan pertumbuhan organisasi di era digital. Jurnal Bisnis Dan Manajemen West Science, 2(03), 306-314. https:/doi.org/10.58812/jbmws.v2i03.564
Walean, R. (2023). Analisis penerapan sistem informasi ppdb online dengan menggunakan model kesuksesan delone dan mclean. Seiko Journal of Management & Business, 6(2), 9. https:/doi.org/10.37531/sejaman.v6i2.4248
Wiwoho, G. (2019). Orientasi pasar dan inovasi produk, serta pengaruhnya terhadap keunggulan bersaing dan kinerja perusahaan pada umkm: sebuah agenda penelitian. Fokus Bisnis Media Pengkajian Manajemen Dan Akuntansi, 18(2), 29-38. https:/doi.org/10.32639/fokusbisnis.v18i2.340
Yaakub, S. (2024). Analisis kesiapan pengguna sistem presensi di perguruan tinggi menggunakan model technology readiness index. Jurnal Ilmiah Media Sisfo, 18(1), 77-88. https:/doi.org/10.33998/mediasisfo.2024.18.1.1525
Yani, A. (2023). Product and service innovation strategies to expand msme markets. Journal of Contemporary Administration and Management (Adman), 1(3), 163-169. https:/doi.org/10.61100/adman.v1i3.67
Zainurrafiqi, Z. and Rachmawati, R. (2019). Pengaruh etika bisnis, faktor kontingensi dan tingkat penggunaan internet terhadap daya saing. Ekuitas (Jurnal Ekonomi Dan Keuangan), 2(4), 550-571. https:/doi.org/10.24034/j25485024.y2018.v2.i4.426
