Proposing Business Growth of PT. DECRA Group Indonesia through Knowledge Management

: The informatics industry market has shown promising growth in the post-COVID era, presenting certification companies with lucrative business opportunities. The informatics market's GDP growth rate ranks fourth among other fastest-growing industries in Indonesia, demonstrating a 7.19% increase from 2022 to 2023. PT. DECRA Group Indonesia, a certification company, have intention to penetrate a new market which is IT Industry. Knowledge plays a crucial role in the certification process, especially ISO auditors are required extensive knowledge across various business types. Therefore, this research focuses on exploring the role of knowledge management in supporting the growth of PT. DECRA Group Indonesia. The study aims to investigate how knowledge management approaches can enable DECRA Group Indonesia to improve their resources and capitalize on the IT market. The data collection method in this research involves gathering qualitative data through interviews with the business owner and HR manager as the primary sources. These interviews aim to gain an in-depth understanding of their perspectives on the company's business growth. Additionally, secondary data sources such as the company's website, competence review forms, and lists of employee competencies will be utilized to supplement the research. The analysis employs Goal-Analysis approach using Fishbone Diagram model to identify what key areas in achieving company’s goals. Building upon the analysis, KM Framework Table is constructed based on the People, Process, and Technology for each improvement that need to be made. Then SECI Model, derived from the KM Framework Table, guides the implementation of knowledge management practices, facilitating the conversion of tacit knowledge into explicit knowledge to foster innovation and organizational learning. Furthermore, to ensure successful implementation in SECI model, an Integrated Learning Cycle model is developed, which takes into consideration the communication channels and learning processes that are crucial for the effective knowledge transfer and acquisition. To facilitate the practical implementation of knowledge management strategies, a KM Roadmap is developed by providing a simple-structured approach for DECRA in aligning its people, processes, and technology considerations to support knowledge management initiatives. In conclusion, this research emphasizes the critical role of knowledge management in driving business growth for PT. DECRA Group Indonesia, enabling the company to enhance its internal operations, develop competencies, capitalize IT market successfully, and leverage knowledge as a strategic asset for sustained innovation and competitive advantage.


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GrowthGoal-AnalysisFishbone DiagramIntegrated Learning CycleKM RoadmapKnowledge ManagementSECI Model
The informatics industry market has shown promising growth in the post-COVID era, presenting certification companies with lucrative business opportunities.The informatics market's GDP growth rate ranks fourth among other fastestgrowing industries in Indonesia, demonstrating a 7.19% increase from 2022 to 2023.PT.DECRA Group Indonesia, a certification company, have intention to penetrate a new market which is IT Industry.Knowledge plays a crucial role in the certification process, especially ISO auditors are required extensive knowledge across various business types.Therefore, this research focuses on exploring the role of knowledge management in supporting the growth of PT.DECRA Group Indonesia.The study aims to investigate how knowledge management approaches can enable DECRA Group Indonesia to improve their resources and capitalize on the IT market.The data collection method in this research involves gathering qualitative data through interviews w th the business owner and HR manager as the primary sources.These interviews aim to gain an in-depth understanding of their perspectives on the company's business growth.Additionally, secondary data sources such as the company's website, competence review forms, and lists of employee competencies will be utilized to supplement the research.The analysis employs Goal-Analysis approach using Fishbone Diagram model to identify what key areas in achieving company's goals.Building upon the analysis, KM Framework Table is constructed based on the People, Process, and Technology for each improvement that need to be made.Then SECI Model, derived from the KM Framework Table, guides the implementation of knowledge management practices, facilitating the conversion of tacit knowledge into explicit knowledge to foster innovation and organizational learning.Furthermore, to ensure successful implementation in SECI model, an Integrated Learning Cycle model is developed, which takes into consideration the communication channels and learning processes that are crucial for the effective knowledge transfer and acquisition.To facilitate the practical implementation of knowledge management strategies, a KM Roadmap is developed by providing a simple-structured approach for DECRA in aligning its people, processes, and technology considerations to support knowledge management initiatives.In conclusion, this research emphasizes the critical role of knowledge management in driving business growth for PT.DECRA Group Indonesia, enabling the company to enhance its internal operations, develop competencies, c

italize IT market
uccessfully, and leverage knowledge as a strategic asset for sustained innovation and competitive advantage.

INTRODUCTION

In today's competitive business landscape, companies need to constantly innovate and adapt to stay ahead.Especially in Indonesia for industrial sector, they contribute to GDP about 20%, then for taxation around 30%, and the rest for export up to 74% (Kementrian Perindustrian RI, 2019).These results give a big push for "Making Indonesia 4.0" come to realization which largely driven by five key type industry: food and beverages, textile and clothing, automotive, chemical, and electronics industries.With the fact that the industrial sector has a fairly large impact on the Indonesian economy, improving the quality of products in the form of services and goods is a process that must be carried out by every company business in Indonesia.Therefore, companies often carry out certification to improve the quality of their own organization.The need for certification companies is undeniably a major player in the certification business, National certification (SNI in Indonesia) and international certification (ISO) are the main products of this business.

Because of this the certification industry in Indonesia has been experiencing steady growth even when the state of country got affected by COVID-19.One of the main reasons besides improving the work process is the need for companies to comply with regulatory standards and certification requirements.Even when the state of many countries got affected by COVID- 19 certification services has a significant increase in revenue.For instance, according to a report by Statista (2023) the market volume for this sector is anticipated to reach US$36.90m by 2027, reflecting an annual growth rate of 11.32% during the period of 2023-2027.As the certification company, knowledge is important key for their sustainability.ISO auditors must have a lot of knowledge about various types of work in a company whose types of business also vary.Company certification is very dependent on people.Not to mention that certification companies are required to train other companies to understand and carry out their certification.Origination's ability to use and utilize knowledge is highly dependent on its company's human resources (Antunes and Pinhero, 2020).

With the current development of the Indonesian industry, mainly based on Figure 1.data provided by the Kemenprin (2020), the informatics industry is the fastest growing business due to the impact of COVID as well.After COVID, the informatics industry market still shows promising growth, as indicated by the data from Badan Pusat Stastika (2023) in Figure 2., which demonstrates a 7.19% increase in information and communication industry from 2022 to 2023.The informatics market's GDP growth rate ranks fourth among other fastest growing industries.This is a pretty good business opportunity for certification companies.To address this challenge, certification companies are increasingly turning to knowledge management as a way to enhance their competencies and achieve sustainable growth in the IT industry.PT.DECRA Group Indonesia Certification or DGI Certification is one of the Certification Institutions in Indonesia that was formed to assure that the implementation of an organizational management system meets National Standards (SNI) and International Standards (ISO).As the certification company, knowledge is important key for their sustainability.ISO auditors must have a lot of knowledge

out various types
f work in a company whose types of business also vary.Company certification is very dependent on people.Origination's ability to use and utilize knowledge is highly dependent on its company's human resources (Antunes and Pinhero, 2020).Not to mention that certification companies are required to train other companies to understand and carry out their certification.This study aims to explore the role of knowledge management in helping certification companies especially for DGI to develop the competencies needed to enter the IT industry.


LITERATURE REVIEW

This theoretical foundation section aims to provide a complete grasp of Knowledge Management (KM) by examining numerous fundamental ideas and models.The knowledge management for innovation paradigm, which provides a framework for exploiting knowledge to drive innovation inside an organization, will be investigated.The SECI model, which explains the process of knowledge generation and sharing, will also be investigated.By examining these key concepts and models, this theoretical foundation section will establish a strong basis for understanding KM and its relevance in this research.

Knowledge: Knowledge can be described as information that can be processed, understood, and absorbed by an individual or group.

Understanding information can also be considered knowledge, as it is a valuable resource for improving performance, solving problems, and developing new ideas (Mohajan, 2016).Therefore, knowledge is a crucial asset to enhance individual and group performance too.

Knowledge is one component of success in many disciplines, including business, technology, science, and politics.Knowledge, according to Ichikawa and Steup (2017), involves more than simply a genuine belief, it must also be justified and dependable.As a result, the necessity of reason and dependability in evaluating whether a belief qualifies as knowledge or not is highlighted while studying knowledge.

al Oriented Analysis
using Fishbone Diagram: Innovation analysis is process to identify and analyze the key actions required for achieving organization's innovation goal (Fisher et al., 2011).It provides a structured approach to understanding the various factors that influence goal attainment.In this case, "innovation" represents the "future goal" that the organization need to achieve.


Knowledge

Based on cause-and-effect analysis, fishbone diagram method is based on the core problem that have multiple cause that can be categorized into different categories (Slameto, 2016).But for goal analysis, fishbone method provides organizations with a systematic and visual approach to identify and analyze the key actions necessary to achieve their goal.In Figure 4 Types of Knowledge: Knowledge can be several into several types, depending on what criteria such as its level of abstraction, origin, and formality.One common classification scheme for knowledge types are explicit knowledge and tacit knowledge.Tacit Knowledge is a knowledge that deeply ingrained in an individual's experiences, actions, values, emotions, and intuition.Tacit knowledge is subjective in nature and is often difficult to communicate or share with others.Explicit Knowledge is a knowledge that can be expressed in a clear and systematic manner using words and numbers.Examples of explicit knowledge include data, scientific formulae, specifications, manuals, and other similar forms of knowledge.This kind of knowledge can be easily transmitted from one person to another in a formal manner.To summarize, explicit information is simple to express and transfer, but tacit knowledge is intensely personal and difficult to formalize.To maximize their worth, businesses must develop ways to efficiently capture, store, and transmit both explicit and tacit information (Nonaka, 1990;Nonaka & Takeuchi, 1995;Nonaka & Nishiguchi, 2001).

Knowledge Creation Process -SECI Model: Based on two types of knowledge (explicit knowledge and tacit knowledge), the knowledge creation process model is a framework that explains how knowledge is created, share, and utilized within organizations (Nonaka & Takeuchi, 1995, Nonaka & Nishiguchi, 2001).The model is consisted into four stages, which are abbreviated as SECI and illustrated in Figure 5. and difficult to formalize, it's more like traditional apprenticeship.Apprentices learn their method through observing, imitating, and practicing the works of their masters or seniors rather than from written textbooks.The usage of informal encounters outside of the job, such as chat over meals and beverages, direct connections with suppliers and customers, and so on, is an example of socializing 2) Externalization: Process of converting tacit knowledge into explicit knowledge, so it can be read, seen, and understood clearly by others.From this, the knowledge can be shared to others and

asis of new knowledge in
the expressions that others can comprehend, such as concepts, diagrams, models, or even prototypes.However, these expressions sometimes are insufficient, inconsistent, and inadequate.The differences and gaps between these expressions and tacit images might foster "reflection" and interaction between individuals.Externalization can be carried out by articulation, visualization, or any other method of knowledge documentation 3) Combination: Knowledge is exchanged and comb

ed through such med
a as documents, meetings, and computerized communication networks with reconfiguration of existing knowledge.Combination is more of a process of sorting, adding, combining, and categorizing to develop new knowledge therefore communication, diffusion, and knowledge systemization

e the crucial ke
s.Combination may also refer to the breakdown of particular principles, such as corporate vision, into operationalized business.Justification of knowledge occurs throughout the combination phase to build the underlying agreement and allows an organization to take actual practical measures.


4) Internalization:

The process of embodying explicit knowledge into tacit knowledge, is closely related to "learning by doing".Internalized knowledge is used to broaden, extend, and reframe organizational members' tacit knowledge based in the form of shared models or technical knowhow.In practice, internalization relies on two dimensions, learning action through explicit knowledge and simulations or experiments by themselves (learning by doing).Integrated Learning Cycle: Integrated Learning Cycle or ILC is holistic approach of learning process in organization with integrating formal and informal learning activities.ILC is a mixed concept from

CI model and Bers
n's learning method to create a culture of continuous learning, encourage knowledge generation, and improve individual and organizational performance (Telkom Indonesia, 2017).Based on Bersin's learning method, blended learning is the combination of different training medias such as technologies, activities, or types of events to create optimum training program for specific people.The term "blended" means that traditional instructor-led training is being supplemented with electronics formats, so blended learning programs u e many different forms of learning (Barsin, 2004;Suriaman et al., 2022).


METHODS


A. Conceptual Framework

In the context of knowledge management, a conceptual framework plays a crucial role in structuring research efforts.It provides a comprehensive understanding of managing knowledge effectively within organizations.The framework integrates analytical tools such as fishbone analysis, goal analysis, the SECI model, and the Integrated Learning Cycle (ILC) to develop a robust knowledge management approach.For the conceptual framework illustration can be seen on Figure 7.


B. Data Collection

The data collection process for this study will employ a combination of primary and secondary data collection methods.This is needed to capture the essential information needed for this study.In this study based on primary and secondary data, the researcher obtain data from.Interviews are conducted with stakeholders within the company, allowing for in-depth exploration of their perspectives, experiences, and challenges related to internal business processes.Therefore, in Table 1.interview objectives are defined for each interview and job position, outlining specific areas of focus and desired insights to be gain from the interviews


C. Data Analysis

The data analysis methods employed in this study include the goal analysis method using the fishbone diagram, the development of a knowledge management framework, the application of the SECI model, the utilization of the Integrated Learning Cycle (ILC) methodology, and the creation of a knowledge management roadmap.Each of these methods plays a crucial role in understanding the challenges faced by certification companies especially for DECRA and devising effective strategies to enhance their internal business processes.

1) Goal Analysis Method using Fishbone Diagram: The goal analysis method, employing the fishbone diagram, will be utilized to conduct a comprehensive examination of the factors influencing the achievement of the company's goals.By visually mapping out what effect of actions with goals relationships, this method will help identify the key actions where innovation is required to overcome challenges and drive improvement 2) Knowledge Management Framework Table : knowledge man

ement fr
mework will be developed based on the subactions identified within the fishbone diagram.This framework will consider the three critical elements of knowledge management: people, process, and technology.By integrating these elements, the framework will provide a structured appr ach to effectively capture, organize, and leverage knowledge within the organization, fostering collaboration and improving decision-making processes.socialization, externalization, combination, and internalization processes.By implementing the SECI model, the research aims to enhance knowledge sharing and foster a culture of continuous learning and innovation.4) Integrated Learning Cycle: The Integrated Learning Cycle (ILC) methodol

y will be utilized to sup
ort the knowledge management processes within the organization.This approach combines formal and informal learning methods, integrating direct interaction and online information sources.By incorporating both classroom learning and self-led learning, the ILC method aims to enhance knowledge acquisition, retention, and application.5) Knowledge Management Roadmap: Based on the findings from the previous analysis methods, a knowledge management roadmap will be developed.This roadmap will outline the strategic steps and initiatives necessary to optimize knowledge management practices within the organization.It will provide a clear path for implementing the knowledge management framework, SECI model, and ILC methodology, aligning them with the organization's goals and objectives.


RESULTS

Based on the identified problems and the company's goal of expanding into the IT industry, here is a business situation analysis:  Insufficient number of employees with the required competencies:

o This issue indicates a potential skills gap within the company, which can lead to inefficiencies and delays o It poses a challenge in meeting client expectations and industry standards o The lack of skilled employees may hinder the company's ability to capitalize on growth opportunities and maintain a competitive edge in the ISO certification market. Existence of a significant amount of tacit knowledge that has not been adequately documented or shared:

o The presence of undocumented tacit knowledge can result in knowledge silos, where valuable insights and expertise are not accessible to other employees.o Failure to capture a

share tacit knowledge limits the company's a
ility to leverage its internal intellectual capital fully.o The lack of documented knowledge lead to inconsistencies in service delivery and hinder the smooth transfer of knowledge within the organization.


 Expansion into the IT industry:

o Entering the IT market segment represents a growth opportunity for DGI Certification to diversify its se vice offerings and attract new clients.

In summary, DGI Certification faces challenges related to employee competencies, knowledge management, and the strategic goal of entering the IT industry.These issues highlight the need for comprehensive training and development programs to bridge the skills gap, effective knowledge sharing mechanisms to capture and disseminate tacit knowledge, and a well-planned market entry strategy to successfully tap into the IT market segment.


A. Company-Goal Analysis

The goal analysis is conducted based on interviews, the business objec ives of the company, and supporting secondary data.This analysis aims to align the company's future business goals with innovative strategies, utilizing the fishbone diagram method (Fisher, 2011;Slameto, 2016).Through this analysis, two distinct objectives have emerged: improving internal business processes and expanding into new target markets, specifically the IT industry.These objectives are expected to enable DGI to tap into emerging markets while maintaining their presence in their current market.ii.Updated Product To stay competitive and meet market demands, it was essential to keep the company's products up to date.The following actions were identified a. Updating SNI and ISO products: Continuously updating and improving products to comply with the latest standards and regulations, ensuring customer satisfaction and market relevance.

iii.Updated Technology To leverage technology for improved operations and customer experience, the following actions were suggested a. Upgrading into Real Time Website (Job Application, New Article, etc.): Transforming the company's website into a real-time platform, enabling job applications, providing up-to-date articles, and offering a seamless user experience.b.Developing Easy to use platform, for applying assessment: Creating a user-friendly platform that simplifies the assessment process, making it more accessible and efficient f r both auditors and clients.2) Goal Analysis -Improving Company Business The second goal is about market expansion into the IT industry.Building upon their existing expertise and reputation in ISO certification, DGI aims to leverage their capabilities to penetrate the IT market segment.By capitalizing on emerging opportunities and addressing the unique needs of IT companies, DGI aims to broaden their customer base and diversify the r revenue streams.Figure 9 illustrates this goal, which coincides with the company's growth plan and illustrates their proactive attitude to explore new business prospects.Through analysis Goal Analysis using fishbone diagram, several key areas were identified as critical for successfully entering and thriving in this market: ii.Refreshed and New Product To meet the unique demands of the IT market segment and attract customers, the following actions were suggested a. Develop New Assessment SNI and ISO products based on IT product: Developing innovative evaluation tools customized exclusively to the IT industry, combining IT-related criteria and standards.This guarantees that the organization provides IT clients with relevant and up-to-date services.

iii.Good Management To effectively manage the transition into the new market segment and optimize resources, the following action was proposed a. Creating New Man Power Planning based on new Market: Developing a comprehensive manpower planning strategy that aligns with the requirements of the IT market segment.This includes identifying the necessary skills, roles, and responsibilities required to successfully operate in the IT industry.3) for the goal of market penetration into the IT market.This is necessary beca

cannot be combined into a single knowledge management framewo
k table.By implementing these separate framework tables, DGI aims to align its knowledge management strategies with the specific objectives and requirements of each market segment, allowing for targeted improvements and enhanced business performance.This approach recognizes the unique challenges and opportunities associated with each market, enabling DGI to effectively leverage it knowledge resources to drive success in both the existing and new market segments.


B. Knowledge Management Framework


C. SECI Model

Organizations strive to effectively capture, transfer, and utilize both explicit and tacit knowledge to enhance their competitive advantage.To address this challenge, the SECI model, developed by Nonaka and Takeuchi (1995) and further e

anded by Nonaka and Nishiguchi (2001), provid
s a comprehensive model for understanding the dynamics of knowledge creation, sharing, and utilization within organizations.This analysis aims to explore the application of the SECI model within the context of a knowledge management framework that incorporates the elements of people, process, and technology.By combining two company goals with each KM framework table from the analysis before, a comprehensive SECI model can be developed for DGI.This model which can be shown in Figure 10 aims to address how DGI manages their knowledge transfer, knowledge creation and knowledge utilization inside the company.-Recruiting new IT Auditor Employees This program aims to improve the company's capabilities in assessing and ensuring the quality of IT assessmen

In order to achieve this, company focuses o
identifying and recruiting employees with a strong background in IT auditing.These new employees will bring new insights and expertise, allowing the company to penetrate the IT market and remain to be competitive


Combination -New Assessment Products fo

The IT Industry

This program aims
n developing new assessment products to fulfill the demand of the target market which is the IT industry.It aligns with the IT market penetration objective and supports the action of updated assessment products.This program falls under the category of combination as it stems from previous research in the area of externalization, specifically the "Best Practices Implementation and Procedure on IT Assessment," and will be published as a new product through available media channels such as the website and personalized client messaging.


-Real Time Website

This program addresses the need for updated technology and user-friendly platform with improved features.It aims to optimize the company's website to enhance user experience, increase conversion rates, and improve Search Engine Optimization (SEO).By providing a responsive and interactive website such as chat bot, articles

customer support, and etc., the
ompany can effectively with potential customers and engage with clients.


Internalization -Self Study on ISO Updated

This program encourages employees to engage in self-study to understand new rules and changes in the standard that introduced by ISO.By providing access to relevant materials, employees can stay informed and compliant with the evolving of ISO standards.


D. Integrated Learning Cycle (ILC)


E. Knowledge Management Roadmap

By aligning the proposed solutions with the strategic goals and objectives of D

, this section provides a roadmap for overcoming
the identified obstacles and enhancing internal business processes.This roadmap will provide a structured approach for integrating SECI practices, ILC principles, and organizational objectives.Figure 12, created as the business solutions aim to leverage knowledge management practices, foster a culture of collaboration and continuous learning, and drive innovation within the organizations.


Figure 12. Knowledge Management Roadmap for DGI

A KM roadmap is essential for the company as it

rves as a s
rategic plan and guide for implementing knowledge management initiatives.It is the final result of all the analysis conducted because it consolidates the findings, recommendations, and action plans derived from the various knowledge management frameworks and models used.The roadmap provides a structured approach for aligning the company's goals, resources, processes, and technology with its knowledge management objectives.


CONCLUSION

In conclusion, the journey of exploring knowledge management practices and their role in driving business growth for PT.DECRA Group Indonesia has been enlightening and promising.PT.DECRA Group Indonesia can enhance the quality of its certification process and expand into new market segments by implementing effective knowledge management practices.These practices are obtained by analyzing the necessary actions to be taken by the company.Goal Analysis is conducted using a fishbone dia ram model, where the head of the fish represents the desired goal.Since there are two desired goals, two fishbone diagram models are

Figure 1 .Figure 2 .
12
Figure 1.GDP Growth by Business Field (%) in 2020 Figure 2. GDP Growth by Business Field (%) 2022 to 2023 (Kementrian Perindustrian Republik Indonesia, 2020) (Badan Pusat Statistik, 2023)




Management: Knowledge management (KM) is a systematic procedure inside an organization for developing, collecting, sharing, and utilizing knowledge and information.The primary purpose of KM is to improve organizational performance, innovation, and competitive advantage through effective knowledge resource management.According toAlavi and Leidner (2001) define KM as the process of capturing, creating, sharing, and using organizational knowledge to achieve the organiz