Strategi Bisnis Konter Pulsa di Era Digital: Studi Kasus Kelurahan Kalibanteng Kulon Semarang

Abstract

This study analyzes business strategies to improve the performance of mobile credit retailers in Kalibanteng Kulon, West Semarang, Semarang City. The research is motivated by increasing internet penetration and digital payment transactions that have shifted consumer behavior from conventional transactions to application-based services. This study applies a descriptive qualitative approach with a multiple case study design involving three mobile credit retailers. Data were collected through non-participant observation, semi-structured interviews with owners, employees, and loyal customers, business documentation, and literature review. The data were analyzed using data reduction, data display, verification, and strategic analysis through IFE, EFE, SWOT, IE, and QSPM matrices. The findings show an IFE score of 2.89 and an EFE score of 2.98, placing the businesses in cell V of the IE matrix, namely hold and maintain. The priority strategy based on QSPM is service diversification, including PPOB, internet data packages, game vouchers, and reliable cash-based services. Supporting strategies include local digital promotion, digital cash recording, store appearance improvement, and customer loyalty programs. This study concludes that mobile credit retailers remain viable when they combine face-to-face service advantages with simple digital adaptation.