SCALING UP MODEL PADA INDUSTRI KREATIF: STUDI KASUS PERUSAHAAN WEDDING DECORATION DI INDONESIA

OLIVIA PUTRI SARAH, . (2026) SCALING UP MODEL PADA INDUSTRI KREATIF: STUDI KASUS PERUSAHAAN WEDDING DECORATION DI INDONESIA. Doktor thesis, Universitas Negeri Jakarta.

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Abstract

Latar belakang: Penelitian ini dilatarbelakangi oleh adanya kesenjangan antara besarnya potensi ekonomi subsektor dekorasi pernikahan di Indonesia dengan kesiapan internal perusahaan untuk melakukan pengembangan skala usaha (scaling-up) secara strategis. Tantangan utama dalam industri ini adalah mempertahankan nilai artistik dan sentuhan personal di tengah tuntutan standarisasi operasional saat melakukan ekspansi. Tujuan: Tujuan penelitian ini adalah untuk menganalisis kontribusi kapabilitas internal, yang mencakup knowledge creation, kepemimpinan transformasional, dan kesiapan teknologi, terhadap keberhasilan proses scaling-up pada vendor dekorasi pernikahan di Indonesia. Metode: Penelitian ini menggunakan pendekatan kualitatif. Data dikumpulkan melalui wawancara mendalam terhadap 13 informan yang mewakili pemilik, manajemen internal, serta mitra strategis dari lima perusahaan dekorasi dengan kategori tahap pertumbuhan (growth) dan kematangan (maturity), yaitu EVL Décor, GSD Décor, KYZ Décor, dan CTL Décor. Teknik pengumpulan data juga melibatkan observasi partisipatif dan analisis dokumen untuk memastikan keabsahan temuan melalui triangulasi. Hasil: Hasil penelitian menunjukkan bahwa keberhasilan scaling-up sangat bergantung pada penguatan tiga dimensi kapabilitas internal. Pertama, knowledge creation dilakukan melalui kodifikasi "rasa" (taste) dari pengetahuan tersirat menjadi eksplisit untuk menjaga konsistensi kualitas. Kedua, kepemimpinan transformasional berperan dalam menggeser fungsi pemilik dari operator teknis menjadi kurator strategis. Ketiga, kesiapan teknologi berfungsi sebagai jembatan untuk meningkatkan efisiensi operasional dan kepercayaan klien melalui visualisasi desain. Melalui Organizational Life Cycle didentifikasi jalur pertumbuhan yang berbeda, mulai dari strategi berbasis volume hingga pendalaman ceruk pasar. Simpulan: Simpulan dari penelitian ini merumuskan "Aesthetic Scaling-Up Model" yang terdiri dari empat tahap perkembangan: owner-centered emergence, controlled expansion, system-centered replication, dan ecosystem orchestration. Model ini menegaskan bahwa pertumbuhan berkelanjutan di industri kreatif memerlukan keseimbangan antara kreativitas (human touch) dan sistem yang terstandardisasi. This research is motivated by the gap between the high economic potential of the wedding decoration sub-sector in Indonesia and the internal readiness of companies to strategically scale up their business operations The primary challenge in this industry is maintaining artistic values and personal touches amid the demands for operational standardization during expansion This study aims to analyze the contribution of internal capabilities including knowledge creation transformational leadership and technological readiness to the success of the scaling-up process for wedding decoration vendors in Indonesia qualitative approach with multiple-case study design and inductive method was employed Data were collected through in-depth interviews with informants representing owners internal management and strategic partners from five decoration companies categorized in the growth and maturity stages Akasya Design Evlin Decoration Grasida Decoration Decoration and Cattleya Decoration Data collection techniques also involved participant observation and document analysis to ensure the validity of findings through triangulation The results indicate that successful scaling-up depends heavily on strengthening three dimensions of internal capabilities First knowledge creation is achieved by codifying taste from tacit to explicit knowledge to maintain quality consistency Second transformational leadership plays role in shifting the owner's function from technical operator to strategic curator Third technological readiness serves as bridge to enhance operational efficiency and client trust through design visualization Mapping based on the Organizational Life Cycle and the matrix identifies different growth paths ranging from volume-based strategies to niche market deepening The conclusion of this research formulates the Aesthetic Scaling-Up Model which consists of four stages of development owner-centered emergence controlled expansion system-centered replication and ecosystem orchestration This model emphasizes that sustainable growth in the creative industry requires balance between creativity human touch and standardized systems

Item Type:	Thesis (Doktor)
Additional Information:	1) Prof. Dr. Hafid Abbas 2) Unggul Purwohedi, M.Si., Ph.D.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Kantor, Organisasi
Divisions:	PASCASARJANA > S3 Ilmu Manajemen
Depositing User:	Putri Sarah Olivia .
Date Deposited:	22 Oct 2026 07:55
Last Modified:	22 Oct 2026 07:55
URI:	http://repository.unj.ac.id/id/eprint/74079

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