Business Model Canvas Analysis with Blue Ocean Strategy Approach (Case Study Finpay Payment Gateway at PT. Finnet Indonesia)

PT Finnet Indonesia’s Finpay Payment Gateway (PG) is struggling to enlarge its market share (stuck at 4%), has low customer loyalty (indicated by flat Net Promoter Score (NPS) and Customer Loyalty Index (CLI), and needs a business model refresh. The Blue Ocean Strategy (BOS) framework is a strong methodology for addressing these issues. BOS focuses on creating uncontested market space (blue oceans) by eliminating, reducing, creating, and raising factors that affect customer value. This research will use a qualitative approach with semi-structured interviews, observations, and document analysis to gather data from stakeholders (four from PT Finnet, three from customers, and one from an industry association). By triangulating data from these diverse perspectives, the research aims to identify areas for improvement in Finpay PG’s Business Model Canvas (BMC); the BOS identification model will affect customer value proposition, strengthen competitiveness, and ultimately drive sustainable growth for Finpay PG.