ANALISIS PENERAPAN PENDEKATAN NEGOSIASI KOLABORATIF (INTEGRATIVE) DALAM KEMITRAAN CO-BRANDING ANTARA PLATFORM GAYA HIDUP DIGITAL DAN BANK DIGITAL KOLABORASI ANTARA GOJEK/GRAB DENGAN BANK JAGO/SEABANK UNTUK LAYANAN FINANSIAL TERINTEGRASI

Abstrak

Transformasi digital telah mendorong konvergensi sektor teknologi dan keuangan di Indonesia, melahirkan kolaborasi strategis antara platform gaya hidup digital seperti Gojek dan Grab dengan bank digital seperti Bank Jago dan SeaBank. Penelitian ini bertujuan menganalisis penerapan prinsip-prinsip pendekatan negosiasi kolaboratif (integrative negotiation) dalam pembentukan kemitraan co-branding tersebut, mengidentifikasi faktor-faktor fasilitatif dan penghambat, serta menjelaskan mekanisme value creation dan value distribution dalam integrasi layanan finansial. Metode penelitian menggunakan pendekatan kualitatif dengan studi kepustakaan deskriptif-analitis, menganalisis literatur akademis dari basis data bereputasi periode 2020-2025 melalui teknik analisis konten dan triangulasi sumber. Hasil penelitian menunjukkan bahwa keberhasilan kemitraan berlandaskan tiga pilar fundamental: prinsip mutual gains dan interest-based bargaining yang memfasilitasi struktur revenue sharing optimal; trust building melalui transparansi kapabilitas teknologi dan kepatuhan regulasi; serta creative problem-solving dalam mengembangkan produk inovatif seperti credit scoring alternatif dan bundling layanan. Faktor fasilitatif meliputi kapabilitas organisasional yang matang, regulasi adaptif, dan ekosistem digital yang berkembang, sementara hambatan utama berupa kompleksitas struktural akibat perbedaan budaya organisasi dan risiko konflik kepentingan. Mekanisme value creation terwujud melalui sinergi kapabilitas komplementer, sedangkan value distribution dikelola melalui model pembagian pendapatan berbasis kontribusi dan struktur governance dengan komite pengarah bersama. Penelitian menyimpulkan bahwa pendekatan negosiasi kolaboratif efektif menciptakan kemitraan berkelanjutan ketika didukung mekanisme komunikasi terstruktur, KPI jelas, dan protokol pengelolaan data yang compliant, dengan rekomendasi pengembangan SDM cross-sector dan sistem early warning untuk mitigasi risiko proaktif.

Digital transformation has driven the convergence of technology and financial sectors in Indonesia, giving rise to strategic collaborations between digital lifestyle platforms such as Gojek and Grab with digital banks such as Bank Jago and SeaBank. This research aims to analyze the application of collaborative negotiation (integrative negotiation) approach principles in forming these co-branding partnerships, identify facilitating and inhibiting factors, and explain value creation and value distribution mechanisms in financial services integration. The research method employs a qualitative approach with descriptive-analytical library research, analyzing academic literature from reputable databases during 2020-2025 period through content analysis techniques and source triangulation. Research findings demonstrate that partnership success is grounded on three fundamental pillars: mutual gains and interest-based bargaining principles facilitating optimal revenue sharing structures; trust building through transparency in technological capabilities and regulatory compliance; and creative problem-solving in developing innovative products such as alternative credit scoring and service bundling. Facilitating factors include mature organizational capabilities, adaptive regulations, and developing digital ecosystems, while primary obstacles comprise structural complexity due to organizational culture differences and conflict of interest risks. Value creation mechanisms materialize through complementary capability synergies, whereas value distribution is managed through contribution-based revenue sharing models and governance structures with joint steering committees. The research concludes that collaborative negotiation approaches effectively create sustainable partnerships when supported by structured communication mechanisms, clear KPIs, and compliant data management protocols, with recommendations for cross-sector human resource development and early warning systems for proactive risk mitigation.