Business Innovation in Phoenix Dancer Company Semarang through YouTube Channel

Maria Veronika Dhianita Oktavia Indratno,


In dynamic technology era, a company should use a new innovation.This innovation can improve the competitive advantage, expand the market reach, and also have a new source income. Phoenix Dancer which is already spend 10 years of operation, should take a new innovation in their company. Their old way through participating in the IKAPESTA exhibition is doesn’t bring a good impact anymore. Phoenix Dancer Semarang need a new way so that they can  improve their competitive advantage, expand the market reach, and also have a new source income, and all that goal can be reach using YouTube Channel. YouTube Channel is suitable for Phoenix Dancer Semarang because they are a services company that provides dancing in their customer wedding, gathering, or birthday. This research also take feasibility analysis to knowing that the innovation is feasible or not. This research is using mix-method, and use YouTube Analytic review data to answer the question research, and also observation and further analysis. The conclusion in this research is through YouTube Channel Phoenix Dancer Semarang can improve their competitive advantage in terms of originality content, but not in communication and creativity. They also succeed expand their market reach, but didn’t succeed in making a new source income from YouTube Partner. The feasibility analysis result tells that this innovation is feasible enough to improve and developed more in terms of financial income and operational activity, but not feasible in making new source income for their company.

Save to Mendeley


business innovation, YouTube Channel, market reach, competitive advantage, new source income, feasibility of innovation

Full Text:



. Johnson, D. (2001). What is innovation and entrepreneurship? Lessons for larger organisations. Industrial and Commercial Training, 33(4), 135–140.

. Harvard Business Essentials : Managing Creativity and Innovation. (2003). In The Harvard Business Essentials Series (pp. 1–174). Boston, Massachusetts: Harvard Business School Press

. Ernani Hadiyati. (2011). Kreativitas dan Inovasi Berpengaruh Terhadap Kewirausahaan Usaha Kecil. Jurnal Manajemen Dan Kewirausahaan, 13, 8–16

. Shanks, G. (2011). Creating value from business analytics systems : the impact of strategy, 2011(January 2011), 1–12. Retrieved from

. Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1), 1–9. Retrieved from

. Mohr, J., & Al., E. (2010). Marketing of High Technology Products And Innovations Third Edition. (J. Heine, Ed.) (Third Edit). New Jersey: Pearson Education

. Burrus, D. (2010). Social networks in the workplace: the risk and opportunity of Business 2.0. Strategy & Leadership, 38(4), 50–53.

. Chae, B. (2014). A complexity theory approach to IT-enabled services (IESs) and service innovation: Business analytics as an illustration of IES. Decision Support Systems, 57(1), 1–10.

. Freeman, B., & Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control, 16(3), 207–210.

. Madden, A., Ruthven, I., & McMenemy, D.(2013). A classification scheme for content analyses of YouTube video comments. Journal of Documentation, 69(5), 693–714.

. Kim, J. (2012). The institutionalization of YouTube: From user-generated content to professionally generated content. Media, Culture & Society, 34(1), 53–67.

. Prabancono, H. (2016). HASIL PENELITIAN Remaja Indonesia Gemar Nonton Youtube. Solopos. Retrieved from

. Boroughf, B. (2015). The Next Great Youtube: Improving Content ID to Foster Creativity, Cooperation, and Fair Compensation. Albany Law Journal of Science & Technology (Vol. 25).

. Kotler, P., & Armstrong, G. (2001). Prinsip - Prinsip Pemasaran. (W. Chandra Kristiaji, Ed.) (8th ed.). Jakarta: Erlangga.

. Kotler, P., & Keller, K. L. (2009). Marketing Management. Organization (Vol. 22).


Article Metrics

Abstract viewed : 181 times
PDF files downloaded : 27 times


  • There are currently no refbacks.

View My Stats