Implementasi Business Model Canvas (BMC) pada PT. Tiens Syariah
DOI:
https://doi.org/10.55606/jaemb.v6i1.9074Keywords:
Business Model Canvas, Business Strategy, PT. Tiens Syariah, Islamic Eonomics, Islamic Business Model, BMC ImplementationAbstract
This study aims to analyze the implementation of the business model of PT. Tiens Syariah through the Business Model Canvas (BMC) and to identify the challenges and solutions in its application. The research method employs a qualitative approach through literature study, supported by interviews with active distributors, members of the Sharia Supervisory Board (DPS), and the Indonesian Ulema Council (MUI). The findings reveal that PT. Tiens Syariah has successfully implemented the nine elements of the BMC, including Customer Segments targeting individual consumers, families, and business partners. Value Proposition in the form of halal health products Channels through an omni-channel strategy and Customer Relationship built in a personal and educational manner. The key activities are focused on sales, recruitment, and partner development, supported by the V-Share application and regular training. The cost structure includes research, halal certification, and digital marketing, while revenue is generated from direct sales, network bonuses, cashback, and membership discounts. The main challenge lies in the Customer Segments element, as public perception of MLM is still negatively associated with money game practices. To address this, the company emphasizes halal product quality, education, and transparent consumer relations. The role of the DPS is also crucial, although still limited, thus regulatory support is needed to ensure operations remain in accordance with sharia principles.
References
[1] N. Aini, I. Wahyudi, and Rizqullah, “International Dynamics of Halal Industry Development,” Review of Islamic Economics and Finance, vol. 7, no. 1, 2024, [Online]. Available: https://ejournal.upi.edu/index.php/rief/article/view/57906
[2] A. Mutholib and N. Setiawan, “Sertifikasi Halal sebagai Strategi Pemasaran UMKM dan Pengaruhnya terhadap Minat Beli Konsumen Muslim,” Jurnal Ekonomi dan Bisnis Islam, 2023.
[3] University of Twente, “The Evolution of the Business Model Canvas for Digital Sustainability,” University of Twente, 2024. [Online]. Available: https://research.utwente.nl/en/publications/the-evolution-of-the-business-model-canvas-for-digital-sustainabi/
[4] Penerapan BMC PT Jamkrindo Syariah, “Penerapan Business Model Canvas dalam Meningkatkan Daya Saing,” Jurnal Ekonomi Bisnis dan Manajemen, vol. 13, no. 1, 2025, [Online]. Available: https://journal.unimar-amni.ac.id/index.php/EBISMEN/article/view/3343
[5] D. Prasetyo, B. Hartono, and A. Wibowo, “Unmasking Ponzi Schemes and Money Games in Multi-Level Marketing,” WSEAS Transactions on Business and Economics, vol. 22, 2025, [Online]. Available: https://wseas.com/journals/articles.php?id=10440
[6] A. Fauzan and S. Hadijah, “Analisis Hukum Islam terhadap Praktik Bisnis Multi Level Marketing: Perspektif Fatwa DSN MUI dan NU,” Tsyar Journal, vol. 2, no. 1, 2023, [Online]. Available: https://journal.stai-nuruliman.ac.id/index.php/tsyr/article/view/222
[7] M. Firmansyah, “Sistem Bonus Bisnis Multi Level Marketing pada PT. Melia Sehat Sejahtera di Kabupaten Jember Perspektif Akad Ju’alah,” Tabsyir: Jurnal Dakwah dan Sosial Humaniora, vol. 2, no. 1, pp. 9–20, 2023, doi: 10.59059/tabsyir.v2i1.625.
[8] S. Hanifah and R. P. Handrito, “Analisis BMC, Social Business Canvas, dan Customer Development pada Startup Edukasi Berbasis Sosial,” Jurnal Kewirausahaan dan Inovasi, vol. 2, no. 2, 2023, doi: 10.35718/jki.v2i2.
[9] Idarotuna, “Kerangka Bisnis Model Canvas pada Industri Halal dalam Perspektif Maqāşid al-Sharī’ah,” Idarotuna: Jurnal Manajemen Pendidikan Islam, 2024, [Online]. Available: https://ejournal.akts.ac.id/index.php/idarotuna/article/view/92
[10] J. W. Creswell and J. D. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed. SAGE Publications, 2018.
[11] Sugiyono, Metode Penelitian Kualitatif, 3rd ed. Alfabeta, 2022.
[12] B. R. Sukarno and M. Ahsan, “Implementasi Strategi Pengembangan Bisnis dengan Business Model Canvas,” Jurnal Manajemen dan Inovasi (MANOVA), vol. 4, no. 2, pp. 51–60, 2021, doi: 10.15642/manova.v4i2.
[13] Emzir, Metodologi Penelitian Kualitatif: Analisis Data. Rajawali Pers, 2012.
[14] L. J. Moleong, Metodologi Penelitian Kualitatif, Edisi Revisi. PT Remaja Rosdakarya, 2021.
[15] Sudaryono, Metodologi Penelitian: Kuantitatif, Kualitatif, dan Mix Method, 2nd ed. PT RajaGrafindo Persada, 2022.
[16] F. A. Baso, S. L. Sitorus, V. Meilinda, S. A. Anjani, and M. Rodriguez, “Analysis of Omni Channel Strategy in Digital Retail on Modern Indonesian Consumer Behavior: Analisis Strategi Omni Channel dalam Ritel Digital terhadap Perilaku Konsumen Indonesia Modern,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 6, no. 1, pp. 66–76, 2025, doi: 10.34306/abdi.v6i1.1226.
[17] Y. E. Chandra, “Pengaruh Saluran Distribusi Online dan Promosi Online terhadap Kepuasan Pelanggan melalui Keputusan Pembelian pada Chandra Supermarket Bandar Lampung,” Jurnal Ekonomi Manajemen dan Bisnis, vol. 3, no. 2, pp. 29–40, 2022, doi: 10.32815/jubis.v3i2.1520.
[18] P. W. Putra and R. P. Handrito, “Efisiensi Saluran Distribusi pada Agribisnis Peternakan,” Jurnal Kewirausahaan dan Inovasi, vol. 3, no. 3, pp. 738–747, 2024, doi: 10.21776/jki.2024.03.3.10.
[19] J. Mashita, “Evolusi Konsep Pemasaran Relasional dalam Manajemen Modern: Tinjauan Sistematis Literatur 2015–2025,” PENG: Jurnal Ekonomi dan Manajemen, vol. 2, no. 2, pp. 3914–3924, 2025, doi: 10.62710/zk7yyf04.
[20] M. Fachrurozi and L. Armiyati, “Gender-Biased in the History Textbooks for XI Grade Students Senior High School,” 2020, doi: 10.4108/eai.4-8-2020.2302404.
[21] F. Rozi, A. Zakhra, and A. Baihaki, “Dimensi Investasi Pelaku Multi Level Marketing (MLM) dalam Mencapai Passive Income pada Stokis MSI (Mahakarya Sejahtera Indonesia) Pamekasan,” in Seminar Nasional Ekonomi, Manajemen dan Akuntansi (SINEMA), 2024.
[22] F. Fujiyanti, D. Wiryany, and W. Darmawan, “Strategi Komunikasi Bisnis dalam Sistem Perekrutan Prospek Multi-Level Marketing Tiens di Kota Cimahi,” ArtComm: Jurnal Komunikasi dan Desain, vol. 7, no. 1, pp. 37–47, 2024, doi: 10.37278/artcomm.v7i1.825.
[23] N. Haeruddin, A. Wahida, and R. Maming, “Peran Media Sosial dan E-Commerce bagi UMKM dalam Meningkatkan Volume Penjualan,” Jesya (Jurnal Ekonomi dan Ekonomi Syariah), vol. 6, no. 1, pp. 625–637, 2023, doi: 10.36778/jesya.v6i1.962.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
