ANALISIS VALUE PROPOSITION CANVAS (VPC) TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA USAHA OMOCHI.BDG KOTA BANDUNG)
Abstract
The purpose of this study is to examine how the Value Proposition Canvas (VPC) and its impact on customer satisfaction at Omochi.bdg, a culinary business in Bandung. The research employs a mixed methods approach by collecting data through questionnaires from customers and in-depth interviews with the owner, staff, and active consumers. The results show that most value proposition elements such as product uniqueness, packaging design, practicality, and accessibility meet client expectations and have a positive effect on satisfaction and loyalty. However, some obstacles remain in terms of service responsiveness, delivery consistency, and product information completeness. Overall, this study confirms that an effective implementation of the Value Proposition Canvas can enhance perceived value and customer satisfaction, and recommends that Omochi.bdg improve digital services, communication, and product innovation to maintain competitiveness and business sustainability.
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[4] A. , Osterwalder and Y. Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New Jersey: Wiley, 2010.
[5] R. L. Oliver, P. V. (Sundar) Balakrishnan, and B. Barry, “Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation,” Organ Behav Hum Decis Process, vol. 60, no. 2, pp. 252–275, Nov. 1994, doi: 10.1006/obhd.1994.1083.
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[7] F. X. Susanto, “Manajemen Penguatan Pendidikan Karakter Dalam Mewujudkan Mutu Lulusan Siswa Di Sekolah Satuan Pendidikan Kerjasama,” al-Afkar, Journal For Islamic Studies, pp. 315–322, Nov. 2022, doi: 10.31943/afkarjournal.v5i4.379.
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[9] C. W. Lamb, J. F. Hair, and C. McDaniel, MKTG . Cengage Learning, 2021.
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[15] A. Mulyana and R. Muttaqin, “Formulasi Perancangan Strategi Pengembangan Usaha UMKM Masakan Khas Sunda Warung Nasi Teh Imas Dengan Analisis SWOT Dan Business Model Canvas,” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), vol. 10, no. 6, pp. 3219–3227, Dec. 2024, doi: 10.35870/jemsi.v10i6.3325.
[16] A. Wulandari and E. Herlinawati, “Strategi Pengembangan Usaha Pada Optik Damar Melalui Pendekatan Analisis Swot Dan Business Model Canvas,” Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis, vol. 5, no. 4, pp. 900–913, Nov. 2024, doi: 10.47747/jismab.v5i4.2409.
[17] A. L. Rovita and E. Herlinawati, “Pengembangan Bisnis Ikan Hias Guppy dengan Fokus Pada Kualitas Kontes (Menggunakan Analisis SWOT dan Metode Business Model Canvas),” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), vol. 11, no. 1, pp. 328–334, Feb. 2025, doi: 10.35870/jemsi.v11i1.3638.
[18] E. S. M. Putri, “Pengembangan Value Proposition dalam Penetapan Strategi Segmenting, Targeting, dan Positioning (Studi pada PT. Bali Pasadena Rattan),” Universitas Brawijaya , 2018.
[19] B. R. R. Maulana, R. R. Akbar, and R. Muttaqin, “Strategi Pengembangan Bisnis Pada Umkm Daging Segar Kios PD Rai Raka di Pasar Caringin,” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), vol. 11, no. 1, pp. 429–436, Feb. 2025, doi: 10.35870/jemsi.v11i1.3678.
[20] S. Azwar, Reliabilitas dan Validitas, 5th ed. Pustaka Pelajar, 2025.
[21] A. Osterwalder, Y. Pigneur, G. Bernarda, A. Smith, and T. Papadakos, Value Proposition Design: How to Create Products and Services Customers Want. 2014.
Published
2025-07-20
How to Cite
ALCAF, Audy Fitriana; MUTTAQIN, Ridlwan; KARAMANG, Ezra.
ANALISIS VALUE PROPOSITION CANVAS (VPC) TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA USAHA OMOCHI.BDG KOTA BANDUNG).
Journal of Information System, Applied, Management, Accounting and Research, [S.l.], v. 9, n. 3, p. 1175-1186, july 2025.
ISSN 2598-8719.
Available at: <https://journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/1981>. Date accessed: 21 july 2025.
doi: https://doi.org/10.52362/jisamar.v9i3.1981.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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