Strategi Inovasi dan Teknologi Digital Bisnis Padel: Studi Kasus Full House Palagan

Syifa Aziza Azri Kusnadi

doi:10.69693/ijmst.v5i1.14597

Authors

Syifa Aziza Azri Kusnadi Universitas Negeri Yogyakarta

DOI:

https://doi.org/10.69693/ijmst.v5i1.14597

Keywords:

Strategi Inovasi, Teknologi Digital, Bisnis Padel, Studi Kasus, Full House Palagan

Abstract

Penelitian ini bertujuan mengkaji strategi manajemen inovasi dan teknologi pada bisnis olahraga yang baru berkembang, dengan studi kasus Full House Padel Palagan, Yogyakarta. Fokus kajian mencakup cara model bisnis berbasis teknologi digital dijalankan dan direplikasikan pada beberapa cabang serta pengaruhnya terhadap customer journey pelanggan. Penelitian menggunakan pendekatan kualitatif studi kasus tunggal. Data diperoleh dari 10 wawancara semi-terstruktur terhadap 10 informan (manajer, leader, dua kasir, general affair, petugas kebersihan, dan empat pelanggan) pada 3–8 Oktober 2026, dilengkapi dokumentasi berupa tangkapan layar aplikasi, materi promosi, dan SOP operasional, lalu dianalisis dengan thematic analysis. Hasil menunjukkan bahwa strategi teknologi perusahaan bersifat imitatif-adaptif: sistem digital (AYO, Luna POS, QRIS, WhatsApp, dan Instagram) dipilih dengan meniru praktik venue padel di kota besar, konsistensi antarcabang dijaga melalui sistem tunggal, briefing, dan pendampingan vendor tanpa panduan tertulis dari pemilik, sedangkan keputusan harga dan promo didelegasikan kepada manajer lokasi. Customer journey bersifat hibrida, dengan AYO sebagai kanal pemesanan utama, WhatsApp admin dan kunjungan langsung sebagai kanal pendamping, serta sejumlah touchpoint di luar kendali perusahaan seperti Reclub dan ulasan daring. Faktor pendukung utama adalah kemudahan platform dan bantuan staf. Hambatan utama adalah pembayaran yang hanya melalui QRIS dan tidak menerima tunai, disusul gangguan sistem pemesanan, promo yang tidak baku, dan pencatatan keanggotaan yang masih dilakukan manual melalui grup WhatsApp internal sehingga belum tercatat di sistem kasir. Temuan terbatas pada satu cabang dan tidak digeneralisasi.

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