STRATEGI KEWIRAUSAHAAN BISNIS PADA MASA PANDEMI COVID-19 (Studi Kasus Klinik LIGHThouse Kebayoran – Jakarta Slimming Center, PT Shape Up Indonesia)

DIVA AZURA ARTAMEVIA ACHMAD, . (2025) STRATEGI KEWIRAUSAHAAN BISNIS PADA MASA PANDEMI COVID-19 (Studi Kasus Klinik LIGHThouse Kebayoran – Jakarta Slimming Center, PT Shape Up Indonesia). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Diva Azura Artamevia Achmad, Strategi Kewirausahaan Bisnis Pada Masa Pandemi COVID-19 (Studi Kasus Klinik LIGHThouse Kebayoran – Jakarta Slimming Center, PT Shape Up Indonesia), Skripsi, Jakarta: Program Studi Sosiologi, Fakultas Ilmu Sosial dan Hukum, Universitas Negeri Jakarta, 2025. Penelitian ini bertujuan untuk mendeskripsikan mengenai strategi kewirausahaan serta inovasi-inovasi yang dilakukan oleh Klinik LIGHThouse Kebayoran untuk dapat survive di masa pandemi COVID-19. Tidak hanya itu, penelitian ini juga mendeskripsikan mengenai strategi pemasaran yang dilakukan oleh Klinik LIGHThouse Kebayoran. Penelitian ini menggunakan pendekatan kualitatif dengan metode kualitatif deskriptif. Data pada penelitian ini diperoleh melalui observasi, wawancara, dan dokumentasi. Subjek dalam penelitian ini terdiri dari 6 orang, yaitu karyawan Customer Aqcuisition, manager Finance, dan karyawan Finance, dan 2 konsumen atau pasien Klinik LIGHThouse Kebayorann. Data sekunder pada penilitian ini diperoleh melalui beberapa sumber lainnya seperti dokumen dan artikel yang relevan. Adapun lokasi dari penelitian ini yaitu Klinik LIGHThouse Kebayoran yang terletak di Jl. Wolter Monginsidi No.75, Kota Jakarta Selatan. Data yang telah dikumpulkan pada penelitian ini, kemudian dianalisis dengan menggunakan konsep strategi kewirausahaan dari sisi supply (penawaran) dan sisi demand (permintaan) serta konsep strategi pemasaran. Penelitian ini dilakukan sejak bulan Desember 2022 sampai dengan Juli 2025. Hasil penelitian ini menunjukkan bahwa Klinik LIGHThouse Kebayoran yang merupakan salah satu usaha sektor formal pada bidang bisnis penurunan berat badan mampu untuk mempertahankan usahanya dan kembali bangkit dari keterpurukan yang melanda akibat adanya pandemi COVID-19. Hal tersebut tentunya tidak terlepas dari pengaruh strategi kewirausahaan serta inovasi-inovasi baru yang dilakukan oleh Klinik LIGHThouse. Perusahaan melakukan beberapa inovasi seperti pembuatan aplikasi LIGHTcoach, mengadakan seminar online atau webinar, penjualan produk secara online, menyediakan treatment home service, melakukan kerjasama dengan pihak lain serta inovasi lainnya. Upaya kewirausahaan yang dilakukan juga perlu memperhatikan inovasi dan rekognisi peluang (supply side) dan motivasi, selera baru, dan potensi pangsa pasar (demand side). Serta strategi pemasarannya yaitu strategi segmenting, targeting, dan positioning. Selain itu, pada penelitian ini juga akan membahas mengenai konteks sosio kultural kewirausahaan pada bisnis Klinik LIGHThouse Kebayoran. Kata Kunci: Strategi Kewirausahaan, Strategi Pemasaran, Konteks Sosio Kutural, Klinik LIGHThouse Kebayoran **** ABSTRACT Diva Azura Artamevia Achmad, Business Entrepreneurship Strategy During the COVID-19 Pandemic (Case Study of LIGHThouse Kebayoran Clinic – Jakarta Slimming Center, PT Shape Up Indonesia), Undergraduate Thesis, Jakarta: Sosiology Study Pogram, Faculty of Social Sciences and Law, Jakarta State University, 2025. This study aims to describe the entrepreneurial strategies and innovations carried out by the Klinik LIGHThouse Kebayoran to survive during the COVID-19 pandemic. Not only that, this study also describes the two ways marketing strategy, namely offline and online, carried out by the Klinik LIGHThouse Kebayoran. This research uses a qualitative approach with descriptive qualitative methods. The data in this study were obtained through observation, interviews and documentation. The subjects in this study consisted of 6 people, namely Customer Acquisition employees, Finance managers, and Finance employees, and 2 patients from Klinik LIGHThouse Kebayoran. Secondary data in this research were obtained from several other sources such as relevant documents and articles. The location of this research i the Klinik LIGHThouse Kebayoran which is located on Jl. Wolter Monginsidi No.75, Kota Jakarta Selatan. The data collected in this study were then analyzed using the concept of an entrepreneurial strategy from the supply and demand sides as well as the marketing strategy concept. This research was conducted from December 2022 to July 2025. The results of this study indicate that the Klinik LIGHThouse Kebayoran, which is one of the formal sector businesses in the weight loss business sector, is able to maintain its business and bounce back from the downturn that has hit due to the COVID-19 pandemic. Of course, this cannot be separated from the influence of the entrepreneurial strategy and new innovations carried out by the Klinik LIGHThouse. The company has made several innovations such as making the LIGHTcoach application, holding online seminars or webinars, selling products online, providing treatment home services, collaborating with other parties and other innovations. Entrepreneurial efforts also need to pay attention to innovation and opportunity recognition (supply side) and motivation, new tastes, and potential market share (demand side). As well as the marketing strategy, namely the strategy of segmenting, targeting, and positioning. This research will also discuss the socio-cultural context of entrepreneurship in the Klinik LIGHThouse Kebayoran. Keywords: Entrepreneurship Strategy, Marketing Strategy, Socio-Cultural Context, Klinik LIGHThouse Kebayoran

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Yuanita Aprilandini. M.Si 2) Dr. Rusfadia Saktiyanti J, S.Sos., M.Si
Subjects:	Ilmu Sosial > Kewirausahaan
Divisions:	FIS > S1 Sosiologi
Depositing User:	Diva Azura Artamevia Achmad .
Date Deposited:	07 Aug 2025 04:24
Last Modified:	07 Aug 2025 04:24
URI:	http://repository.unj.ac.id/id/eprint/58662

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