DEVELOPING COLLABORATION STRATEGY ON SALES GROWTH CASE STUDY: STARTUP SMEs IN BANDUNG FINAL PROJECT By Fikry Aulia Hertikawan 19214037 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2017 i ABSTRACT 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. ii 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. Keywords: Collaboration Strategy, Sales Growth, Small Medium Enterprise (SMEs), Startup. iii ABSTRAK Menurut Gilpin (2002), Kompetisi dalam berbisnis saat ini semakin kompetitif di seluruh dunia. Persaingan dapat menyebabkan kerugian yang cukup banyak hingga bisa menjadi bangkrut. Dampak negative ini menjadi hal yang biasa di dunia bisnis apabila perusahaan tidak dapat berinovasi. Selain itu, juga berdampak dari segi penerapan strategi yang tidak tepat pada perusahaan. Perusahaan harus terus bertumbuh di setiap waktunya agar menjadi sustain dan bermanfaat bagi orang banyak. Berbagai skala bisnis yang ada di dunia yang salah satunya adalah Small Medium Enterprise maupun startup yang saat ini sedang tumbuh pesat di seluruh penjuru dunia termasuk juga di Indonesia. Salah satu perusahaan SMEs bernama Centrum Laundry yang berada di Bandung, Indonesia mengalami stagnansi terhadap perkembangan bisnisnya. Dari permasalahan tersebut, peneliti ingin mencari solusi berupa strategi yang tepat pada perusahaan Centrum Laundry yang berskala SMEs dan juga untuk perusahaan di Bandung lainnya yang berskala sama. Cara yang dilakukan oleh peneliti adalah dengan cara memvalidasi strategi yang peneliti sarankan dan membuat model strategi yang tepat untuk perusahaan tersebut. Penelitian lanjutan dari penelitian terdahulu yang telah diteliti dengan mengulas lebih spesifik pada bisnis berskala SMEs dan Startup dengan menggunakan strategi yang berbeda. Pada penelitian ini, penerapan strategi kolaborasi terhadap peningkatan penjualan akan diteliti dengan menggunakan survey kepada perusahaan yang telah menerapkan strategi ini. Responden terfokuskan pada perusahaan SMEs dan Startup di Bandung dengan berbagai jenis perusahaan seperti fashion, property, technology, and others. Pada survei yang dilakukan peneliti, melakukan survei berupa validasi dengan statement terhadap seluruh teori mengenai collaboration strategy and sales growth. Dimensi yang berasal dari kedua variabel dijadikan sebagai kerangka pertanyaan, seperti dimensi dari collaboration strategy yang terdiri dari 5 dimensi (Effectiveness, Collaboration by Networks & Environment, Solving Problem Together, Boosting Sales, and Mutual Understanding) dan variabel sales growth terdiri dari 2 dimensi (Loyal Customer dan Expand New Market). Dengan metode mengalanisis kuantitatif, survey berhasil dikumpulkan dari 100 responden yang sesuai dengan kriterianya dengan berlokasi di Bandung. Pengolahan data menggunakan software SPSS dan Microsoft Excel untuk menganilis Simple Linear Regression dan descriptive analysis. iv Berdasarkan hasil analisis mendapatkan hasil yang sangat bermanfaat bahwa collaboration strategy mempengaruhi terhadap peningkatan penjualan perusahaan dan ditunjukkan dengan hasil analisis SPSS bahwa berpengaruh positif sebesar 35,10%. Selain itu agar semakin bermakna dan bermanfaat, peneliti membuat model implementasi untuk dapat diterapkan strategi kolaborasi pada perusahaan khususnya untuk Small Medium Enterprise dan Startup di Bandung. Model implementasi yang dirancangkan berdasarkan hasil dari survey kuisioner dan mengalisis dengan cara merangking hasil dari penilai setiap dimensi strategi kolaborasi yang digolongkan menjadi tiga jenis strategi (primary, secondary, tertiary). Dari keseluruhan dimensi sebanyak lima dimensi, hanya dua dimensi yang dijadikan sebagai strategi utama (primary) berdasarkan nilai tertinggi yang keduanya sama sebanyak 342 poin yaitu dimensi Collaboration by Network & Environment dan dimensi Effectiveness. Dimensi Boosting Sales dijadikan sebagai strategi secondary karena mendapatkan nilai lebih rendah dari strategi tertinggi yaitu setinggi 341 poin. Sedangkan untuk sisanya, dimensi Mutual Understanding dan dimensi Solving Problem Together menjadi strategi pendukung (tertiary) berdasarkan dari nilai yang masing-masing mendapat 331 poin untuk dimensi Mutual Understanding dan 324 poin untuk dimensi Solving Problem Together.