BLUE OCEAN STRATEGY ANALYSIS OF WASTE PROCESSING ENTREPRENEURS AT THE PANCADAYA GARBAGE BANK OF PADANG CITY

Abstract

This study aims to analyze the blue ocean strategy in waste processing entrepreneurs of Pancadaya waste bank in Padang city. This research method is a mix method. The population of this research is the Pancadaya waste bank perpetrators in Padang city. The sampling technique in this study was purposive sampling. The number of samples studied in the study was 127 respondents. The analytical tool used is SPSS 20.0, cochran test analysis, strategy canvas before the blue ocean strategy, six-way framework, erase-reduce-enhance-create scheme, new strategy canvas after the blue ocean strategy. The result of the cochran test analysis is to find nine factors that influence the right blue ocean strategy in Padang's Pancadaya waste bank. The result of the strategy canvas before the blue ocean strategy is to summarize nine factors of the current situation in the existing Padang Bank Pancadaya waste bank market space. The result of the analysis of the six-road framework is to reshape market boundaries. The results of the write-off-reduce-enhance-create scheme are to eliminate and reduce to increase the cost structure, while increasing and creating to provide knowledge in increasing buyer value and creating new demand. The results of the analysis of the new blue ocean strategy canvas are found nine factors that can build the strategy in the direction that is said to be sufficient and identified that there are 2 criteria of focus and divergence / distance away while the interesting motto criteria cannot be met.