BUSINESS MODEL ANALYSIS IN KARTINIPEDIA APPLICATION USING BUSINESS MODEL CANVAS (BMC) APPROACH

: Technological developments have had a major impact on the world of trading, especially the progress of the market which has shifted from the offline market to the digital/online market. Online media developed in the form of applications that can be downloaded via smartphones or also called e-commerce. One of those who took part in this opportunity was the Kartinipedia Application: Center for Women's Needs. Kartinipedia is a special application for women to get products and psychological needs. The research method used is descriptive qualitative analysis. Collecting data using observation and interview techniques. Based on calculations using the System Usability Scale (SUS), Kartinipedia obtained a score of 67.83, which means that the system and business model need to be improved. The purpose of this research is to identify the business model that has been implemented by the Kartinipedia application using the Business Model Canvas approach and to formulate an alternative development strategy by improving the new business model. The resulting finding is the need to change the Kartinipedia application's business model. Among them is to clarify customer segments by dividing them into five segments, namely sales, buyers, consultants and clients. The five segments have five different value propositions so that later all BMC elements will be in more detail to create new strategies in developing the company.


Introduction
Internet technology that has developed until now affects the course of business activities. Buying and selling of goods or services can now be done through online media. Online media developed in the form of applications that can be downloaded via smartphones or also known as e-commerce, namely using online platforms, social media, marketplaces, Google Business, etc (Dwijayanti & Pramesti, 2020). E-commerce is now used as a medium for business people to offer their products or services online so they can reach customers globally.
In recent years, more and more businesses, both large companies and retailers, have shifted or expanded to digital businesses. The number of e-commerce players continues to grow, reinforced by surveys conducted by information technology research institutions at home and abroad. One such survey conducted by a research company, Mars Indonesia, revealed that 90.5 million Indonesians are connected to the Internet. Therefore, Indonesia has the highest e-commerce growth potential in the world. The development of internet use in Kartini. She is known as a pioneer in the revival of indigenous women of the archipelago. Kartinipedia is expected to be a forum for women in Indonesia to reflect the figure of R.A. Kartini. Kartinipedia also wants to be an application that can sell products as well as help women meet their psychological needs. Kartinipedia developers must have a strategy to respond to their competitors from similar platforms in an era of increasingly rapid technological development. One of them is by conducting business model analysis.
The Business Model is a hypothesis about how the company makes money in the long run: what the company will sell, and to whom, how the company will collect revenue, what technology will be used, when the company will rely on its business partners, and how to manage costs. Business Model is the whole thing that is done and designed by the company to achieve profitable results and meet the specified target consumers (Wrigley et al., 2016). One type of business model is the Business Model Canvas, which is the business model approach of an organization or company by mapping in nine aspects or components, each of which explains how the company generates revenue (Osterwalder and Pigneur 2010). The division consists of 9 interrelated business blocks, there are: (1) Customer Segments; (2) Value Proof; (3) Channels; (4) Customer Relations; (5) Income Streams; (6) Key Partners; (7) Lock Activity; (8) Key Resources; and (9) Cost Structure (Osterwalder & Pigneur, 2012). At the beginning of the launch of the Kartinipedia application, the developer has implemented the canvas business model. However, when the usability test was carried out, the developer felt the need to make improvements to the business model because this application scored below average. The Business Model Canvas approach is used to get the right business model as an improvement from the current business model that aims to achieve the company's business development goals. (Osterwalder & Pigneur, 2012). Customer satisfaction in using e-commerce is one of the factors that determine whether the system functions can be used (Sivaji & Soo, 2013). The level of comfort and satisfaction using e-commerce websites from the user's side is called usability (Abdallah & Jaleel, 2015). An e-commerce website which has a usability that does not attract more customers which helps the company in increasing its business. To gain accessibility and access websites, you can use the System Usability Scale (SUS) (Hamid et al., 2020). SUS is considered a rapid measurement method to find out how people perceive the usefulness of a computer system. The results of this test can be used as a reference or consideration for future application and business development (Brooke, 2013).
The Kartinipedia application developer has performed a system analysis using the System Usability Scale (SUS) with a SUS score of 67.83. Then assess the SUS score using the SUS score scale from Bangor. Based on research, SUS scores above 68 will be considered above average while those below 68 are said to be below average and can be considered as a system that needs to be monitored for further development (Susilo et al., 2018). Based on the SUS score obtained, the Kartinipedia application is included in the category that needs to be monitored for further development. Based on the test results obtained, the developer feels the need to improve the business model applied to the Kartinipedia application by using the business model canvas approach.
Another study conducted by Velicia (2015) with the title Business Model Analysis And Evaluation Seafood Restaurant On The Beach With A Canvas Model Business Approach. From the results of the SWOT analysis for business model development, companies are advised to develop customer segments for young families with small children. and further enhance product innovation (Kosasi, 2015). Further research was carried out by Novi Anggraini (2020), with the title Micro Business Analysis With a Business Model Canvas (Bmc) Approach. Opportunities that can be created include the absence of competitors in the same product line in one city, making packaging more attractive, and creating a website to expand marketing. Threats that can arise include mobile customers and the presence of manufactured products outside the city that produce the latest technology and more attractive packaging. (Anggraini, 2020).

Types of Research
This research uses a qualitative descriptive research type. This research leads to a qualitative description of each element of the Business Model Canvas in the Kartinipedia application.

Data and Data Source
The type of data used in this research is the type of qualitative data. The data used in this study are primary data and secondary data. Primary data is the main source of information needed to reveal the research objectives obtained from observations and direct interviews with informants. Secondary data information is obtained from supporting data such as literature, internet, scientific journals and previous research results.

Research Object
The research was conducted on the Kartinipedia E-commerce Application in 2021. The research subjects were informants who included developers and owners of the Kartinipedia application. While the object of research is the identification of the business model on the Kartinipedia application with the Business Model Canvas approach.

Data Collect Method
In determining the informants, the sampling technique used is purposive sampling. In order to get accurate data, the company knows and is involved in business activities, there are company owners and application developers.

Data Analysis Method
This study uses a descriptive qualitative data analysis process, namely by describing the nine elements of the Business Model Canvas according to Sugiyono (2013), with the following stages: a. Data reduction Data reduction is done by selecting data obtained from interviews and observations, where data from interviews with informants will be selected which are considered important information. b. Data presentation In qualitative research, data presentation can be done in the form of a brief description. After the data reduction stage, the data is presented containing information about the business model canvas on the Kartinipedia application. c. Conclusion The data that has been presented is then described so that a conclusion can be drawn from the data. At the conclusion drawing stage, a comparison will be made between the business model canvas that has been applied to the Kartinipedia application and the business model canvas that has been refined. The conclusion of this research is the formulation of an alternative business model canvas that is suitable for the Kartinipedia application.

Customer Segments
According to Osterwalder and Pigneur (2010), customer segments are those who use the services/products of the organization and those who contribute to providing income for the organization (Alexander Osterwalder & Yves Pigneur, 2010). Customer Segment The Kartinipedia application is classified as Customer Segmented, which is directed to serve customers who are further classified based on their needs and problems. Market segmentation is divided by gender, age (generation), income level, and other related matters. In accordance with the purpose of the Kartinipedia application, the appropriate target market is all women, especially women in Indonesia with an age level that is in generation x (millennials). Baby boomers are not the target generation of Kartinipedia's market because of their limited ability to use internet technology.
In improving the Business Model Canvas (BMC), the author found several things that must be further detailed in determining customer segments so that Kartinipedia is divided into five segments. The first segment is the seller. The sellers in this case consist of housewives and female students. The purpose of this segment is for anyone who wants to earn additional income, expand their sales platform, and sell products that are women's needs.
The second segment is the buyer. Buyers are divided specifically to serve two customer segments, namely Housewives/Career Women and College Students. The Housewife/Women segment tends to be more capable of making luxury purchases and in large quantities because they already have their own income. The purpose of the housewife segment must be served with complete availability of goods including luxury goods. In addition, Kartinipedia must be

. Conclusion
There are several conclusions that can be drawn from this research. Based on the test results from the usability scale system, getting a score of 67.83, it is necessary to do a business model analysis to get a new company strategy. The improvement of the Kartinipedia application business model was carried out using a nine-element business model canvas approach. Conclusions in this study include: Based on the results of the analysis that has been carried out, the market segments that were originally still divided in general must be further detailed including sellers, buyers,