7Ss McKinsey MODEL UNTUK MERESPONS PERILAKU PEMBELIAN PELANGGAN MILLENIAL PADA PT RABBANI HYPNO FASHION

Erna Maulina, Chandra Hendriyani

Abstrak


 

The rapid development of technology has changed customer behavior to become more mobile and switch to digital transactions. Changes in customer behavior prompted PT Rabbani Hypnofashion to change the company's platform to digital marketing by using many models to win the market, especially millennial customers, is the 7Ss McKinsey Model. The purpose of this study is to analyze the application of the McKinsey 7Ss model in response to the buying behavior of millennial customers in the Muslim fashion industry. The method used in this study is qualitative research with a descriptive approach. Data collection techniques used are literature studies. The results show that PT Rabbani Hypnofashion has implemented the McKinsey 7Ss Model. This model is integrated all of which support each other to achieve the vision of PT Rabbani Hypnofashion to be the World's Best and Biggest Veil Company in 2020. The results of the study show that the McKinsey 7Ss (Strategy, Structure, System, Staff, Style, Skill, and Superordinate Goals) model can be used by entrepreneurs to develop business and dominate the market, especially for the millennial segment. Furthermore, we propose company should enggament millennial customer with optimalisize database and communication using electronic customer relationship management(e-crm).

 

Pesatnya perkembangan teknologi telah merubah perilaku pelanggan menjadi lebih mobile dan beralih ke transaksi digital. Perubahan perilaku pelanggan mendorong PT Rabbani Hypnofashion untuk  merubah platform perusahaan ke pemasaran  dengan menggunakan banyak model untuk memenangkan pasar dan salah satu model yang dapat digunakan untuk mengendalikan segmen pasar terutama pelanggan millennial adalah 7Ss Model McKinsey. Tujuan dari penelitian ini adalah untuk menganalisa penerapan model 7Ss McKinsey dalam merespon perilaku pembelian pelanggan millennial pada industri busana muslim. Metode yang digunakan dalam penelitian ini adalah penelitian kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data yang digunakan adalah studi pustaka. Hasilnya menunjukkan bahwa PT Rabbani Hypnofashion telah menerapkan 7Ss Model McKinsey. Model ini terintegrasi yang semuanya saling mendukung untuk mencapai visi PT Rabbani Hypnofashion menjadi Perusahaan Kerudung Terbaik dan Terbesar Dunia pada tahun 2020.

Hasil penelitian menunjukkan bahwa 7Ss McKinsey (Strategy, Structure, System, Staff, Style,  Skill,  dan Superordinate Goals) Model dapat digunakan oleh pengusaha untuk  mengembangkan bisnis dan menguasai pasar khususnya untuk segment millennial. Kami menyarankan untuk kelangsungan bisnis  PT Rabbani Hypnofashion harus  terus meningkatkan kedekatan dengan pelanggan  millennial melalui optimalisasi database pelanggan dan intensitas komunikasi dengan menggunakan electronic customer relationship management.

 


Kata Kunci


7Ss Model; Millennial Customer,;Buying Behavior; Entrepreneurial

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v3i3.19288

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