ANALISIS CUSTOMER PERSONA DAN KEBUTUHAN PENGGUNA UNTUK PAYMENT INTEGRATOR DI INDONESIA: SEBUAH PENDEKATAN DESIGN THINKING”
DOI:
https://doi.org/10.35794/jmbi.v13i1.66394Abstrak
Seiring dengan pertumbuhan eksponensial ekonomi digital Indonesia, kebutuhan akan solusi pembayaran yang efisien dan berpusat pada pengguna menjadi semakin krusial bagi para pelaku bisnis (merchant). Penelitian ini bertujuan untuk memetakan secara mendalam lanskap kebutuhan merchant di Indonesia terkait layanan payment integrator, sebuah bidang yang seringkali didominasi oleh pendekatan yang mengutamakan teknologi (technology-driven) daripada kebutuhan pengguna (user-centered). Dengan menggunakan pendekatan kualitatif yang diadaptasi dari tahap awal metodologi Design Thinking (Empathize dan Define), studi ini melakukan wawancara mendalam dengan lima entitas bisnis dari sektor yang beragam, termasuk Penyedia Jasa Internet (ISP), manajemen properti, dan perbankan. Hasil penelitian mengidentifikasi tiga customer persona yang berbeda secara fundamental berdasarkan pendorong keputusan utama mereka: (1) Cost-Driven User, yang memprioritaskan biaya transaksi (MDR) terendah; (2) Quality & Risk-Driven User, yang mengutamakan keandalan sistem, keamanan, dan kepatuhan; dan (3) Liquidity-Driven User, yang sangat sensitif terhadap kecepatan pencairan dana (settlement). Analisis lebih lanjut mengungkap pain points universal seperti biaya tinggi dan settlement lambat, serta gains yang diinginkan seperti fleksibilitas kanal pembayaran dan kepercayaan terhadap penyedia layanan. Temuan ini memberikan landasan strategis bagi para pengembang produk teknologi finansial untuk merancang proposisi nilai yang lebih tajam dan relevan dengan kebutuhan pasar yang sebenarnya, melampaui penawaran fitur standar dan menciptakan keunggulan kompetitif yang berkelanjutan.
Kata Kunci: Customer Persona, Kebutuhan Pengguna, Payment Gateway, Teknologi Finansial, Design Thinking, Studi Kasus, B2B Marketing.
Along with the exponential growth of Indonesia’s digital economy, the need for efficient and user-centered payment solutions has become increasingly crucial for business actors (merchants). This study aims to comprehensively map the landscape of merchant needs in Indonesia related to payment integrator services, a field that is often dominated by technology-driven approaches rather than user-centered ones. Using a qualitative approach adapted from the early stages of the Design Thinking methodology (Empathize and Define), this study conducted in-depth interviews with five business entities from diverse sectors, including Internet Service Providers (ISPs), property management, and banking.
The results identify three fundamentally different customer personas based on their primary decision drivers: (1) Cost-Driven Users, who prioritize the lowest transaction fees (MDR); (2) Quality & Risk-Driven Users, who emphasize system reliability, security, and regulatory compliance; and (3) Liquidity-Driven Users, who are highly sensitive to fund disbursement speed (settlement). Further analysis reveals universal pain points such as high costs and slow settlement, as well as desired gains such as payment channel flexibility and trust in service providers.
These findings provide a strategic foundation for financial technology product developers to design sharper and more relevant value propositions that align with actual market needs, moving beyond standard feature offerings and creating sustainable competitive advantages.
Keywords: Customer Persona, User Needs, Payment Gateway, Financial Technology, Design Thinking, Case Study, B2B Marketing.
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