Citation:

Lugas Trias Pamungkas, Novika Candra Astuti, Satya Aditya Wibowo. "Formulating a Business Strategy to Increase Revenue of A Digital Parking Service in Indonesia: A Qualitative Case Study" International Research Journal of Economics and Management Studies, Vol. 4, No. 6, pp. 175-185, 2025.

Abstract:

Digital parking services are growing in Indonesia, especially in big cities with increasing populations, inadequate mass transportation infrastructure, and a digital ecosystem endorsed by the government. A subsidiary of a toll road state-owned company offers a parking system enhanced with an RFID system that is connected to the toll road ecosystem. Despite the use of this technology, the business has not yet reached its revenue goals. This study aims to identify business strategies that can help drive revenue growth. The research employs a qualitative approach, conducting interviews with eight key individuals, including company leaders, shareholder representatives, an expert, and users. Thematic analysis was then used to study the data. Three root problems were identified: low brand awareness, non-competitive pricing, and limited service differentiation due to the small RFID ecosystem. Several business frameworks were used in this study, including VRIO, Value Chain, STP, 7Ps Marketing Mix, PESTEL, Porter’s Five Forces, and the Strategy Diamond. Based on these frameworks, the study proposes a suitable strategy to increase revenue. The strategy focuses on selecting the right markets, internal strengthening, building strong partnerships, and gradual growth, emphasizing its competitive advantage. By implementing this strategy, the business owner expects to attract new clients and retain existing customers.

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Keywords:

Parking, Business Strategy, RFID, Strategy Diamond, Indonesia, Qualitative Case Study.