DARI PLATFORM KE EKOSISTEM: STRATEGI 'PLATFORM ENVELOPMENT' STARTUP SUPER-APP INDONESIA DALAM MEREBUT PASAR DAN DAMPAKNYA PADA INOVASI DIGITAL LOKAL

Abstrak

Penelitian ini menginvestigasi strategi platform envelopment yang diimplementasikan oleh startup Super-App Indonesia (Gojek, Grab, Shopee) dan menganalisis dampak paradoksalnya terhadap ruang inovasi dan keberlanjutan startup digital lokal dalam ekosistem. Metode penelitian yang digunakan adalah studi kasus kualitatif dengan pendekatan eksploratif. Data dikumpulkan melalui wawancara mendalam dengan 15 informan kunci (manajer strategi platform, founder startup fintech/logistik lokal, dan observator industri) serta analisis dokumen sekunder. Temuan penelitian mengungkap tiga pola envelopment: (1) Horizontal Envelopment (ekspansi ke layanan yang tidak terkait), (2) Vertical Envelopment (integrasi rantai nilai), dan (3) Diagonal Envelopment (kombinasi keduanya). Startup lokal merespons melalui strategi adaptasi yang berbeda: niche specialization, strategic collaboration, dan ecosystem hedging. Dampak yang tercipta bersifat paradoksal—di satu sisi membuka akses ke jaringan pengguna yang luas, di sisi lain menekan margin profit dan mengerdilkan diferensiasi produk. Penelitian ini berkontribusi pada pengembangan model konseptual "Asymmetric Ecosystem Adaptation" yang memperkaya teori platform strategy dalam konteks ekonomi emerging. Implikasi praktisnya memberikan panduan strategis bagi founder startup lokal dan rekomendasi kebijakan bagi regulator dalam menciptakan ekosistem digital yang lebih inklusif dan kompetitif.

This study investigates the platform envelopment strategies implemented by Indonesian Super-App startups (Gojek, Grab, Shopee) and analyzes their paradoxical impact on the innovation space and sustainability of local digital startups within the ecosystem. The research method used is a qualitative case study with an exploratory approach. Data were collected through in-depth interviews with 15 key informants (platform strategy managers, founders of local fintech/logistics startups, and industry observers) as well as secondary document analysis. The findings reveal three patterns of envelopment: (1) Horizontal Envelopment (expansion into unrelated services), (2) Vertical Envelopment (value chain integration), and (3) Diagonal Envelopment (a combination of both). Local startups respond through different adaptation strategies: niche specialization, strategic collaboration, and ecosystem hedging. The resulting impact is paradoxical—on one hand, it opens access to broad user networks, while on the other hand, it squeezes profit margins and diminishes product differentiation. This research contributes to the development of the "Asymmetric Ecosystem Adaptation" conceptual model, which enriches platform strategy theory in the context of emerging economies. Its practical implications provide strategic guidance for local startup founders and policy recommendations for regulators in creating a more inclusive and competitive digital ecosystem.