Transit-oriented development is a concept that focuses on developing areas in and around transit nodes to create added value. The concept concentrates on integrating mass public transport networks with non-motorized modes of transport, minimizing the usage of motorized vehicles, and fostering the growth of dense, mixed-use areas with medium to high spatial intensity. This research examines the effects of altering the business model to create Transit Oriented Development (TOD) in Jakarta, contrasting it with PT Moda Raya Transports (PT MRT). We collected data by conducting in-depth interviews with experts and distributing questionnaires to seven respondents who work at this We used the Business Model Canvas (BMC) to identify business models and the internal resources needed for the implementation process. process. Therefore, six elements in BMC were used to conduct changes, and based on the results, RBV analysis was pe PT MRT needs to enhance its internal power to a competitive advantage level in order to effectively manage changes. We need to conduct further research on how the business model can influence the creation of transit-oriented development areas.

Aldo A, Nurahma T. 2022. Pengaruh Keberadaan MRT Jakarta Terhadap Aktifitas Karyawan Per-kantoran di SCBD. Jurnal Muara Sains, Teknologi, Kedokteran, dan Ilmu Kesehatan. 6(1): 1-6. DOI: https://doi.org/10.24912/jmstkik.v6i1.6019

Andersen J. 2011. Resource-based competitiveness: managerial implications of the resource-based view. Strategic Direction. 26(5): 3-5. DOI: https://doi.org/10.1108/02580541011035375

Anderson JC, Narus JA, van Rossum W. 2006. Customer value propositions in business markets. Harvard Business Review. 84(3): 90-149.

Ascarya. 2005. Analytic network process (ANP): Pendekatan baru studi kualitatif, Makalah pada Seminar Intern Program Magister Akuntansi Fakultas Ekonomi di Universitas Trisakti, Jakarta.

Babin BJ, James KW. 2010. A brief retrospective and introspective on value. European Business Review. 22(5): 471–478. DOI: https://doi.org/10.1108/ 09555341011068895

Barnes C, Blake H, Pinder D. 2009. Creating & Delivering Your Value Proposition: Managing Cus-tomer Experience for Profit. London (UK): Kogan Page.

Barney & Clark. 2007. Resource Based Theory. Creating and Sustaining Competitive Advantage. Oxford University Press, Oxford.

BPTJ. 2020. Menuju Integrasi Transportasi di Wilayah Jabodetabek. bptj.dephub.go.id. Retrieved March 12, 2020. https://bptj.dephub.go.id/post/read/menuju-integrasi-transportasi-diwilayah-jabodetabek.

BPTJ. 2021. Mengembangkan Transportasi Ramah Lingkungan dengan Jalan Kaki dan Bersepeda. bptj.dephub.go.id. Retrieved January 5, 2021, from https://bptj.dephub.go.id/post/read/mengembangkan-transportasi-ramah-lingkungan-dengan-jalan-kaki-dan-bersepeda?language=id

Bu Q, Jin Y, Li Z. 2020. How does a customer prefer community or brand? The impacts of customer experience on customer loyalty based on the perspective of value cocreation. The perspective of value co-creation Journal of Contemporary Marketing Science. 3(3): 281-302. DOI: https://doi.org/10.1108/JCMARS-02-2020-0009

Budiawan S.A. 2023. Peningkatan Layanan Transportasi Umum Atasi Kemacetan Ibu Kota. Kompas.id. Retrieved August 17, 2023, from https://www.kompas.id/baca/riset/2023/08/17/peningkatan-layanan-transportasi-umum-atasi-kemacetan-ibu-kota.

Checkland P, Poulter J. 2010. Systems Approaches to Managing Change: A Practical Guide. Soft Systems Methodology. London (UK): The Open University.

CNN Indonesia. 2021. Kerugian Ekonomi Akibat Macet Jabodetabek Capai Rp71,4 T. cnnindone-sia.com. Retrieved April 28, 2021, from https://www.cnnindonesia.com/ekonomi/20210428120006-92-635840/kerugian-ekonomi-akibat-macet-jabodetabek-capai-rp714-t.

de Oliviera M, Prest MA, Seabra RD. 2021. Usability evaluation model of an application with emphasis on collaborative security: An approach from social dimensions. Journal of the Brazilian Com-puter Society. 27(1). DOI: https://doi.org/10.1186/s13173-021-00108-8

Desarbo WS, Jedidi K, Sinha I. 2013. Customer value analysis in a heterogeneous market. Strategic Management Journal. 22(9): 845–857. DOI: https://doi.org/10.1002/SMJ.191

Desarbo, W. S., Jedidi, K., & Sinha, I. 2001. Customer value analysis in a heterogeneous market. Strategic Management Journal, 22(9), 845–857. DOI: https://doi.org/10.1002/SMJ.191

Eriyatno. 2012. Meningkatkan Mutu dan Efektifitas Manajemen. Ilmu Sistem. Bogor (ID): IPB Press.

Gummerus J. 2013. Value creation processes and value outcomes in marketing theory. Marketing Theory. 13(1): 19–46. DOI: https://doi.org/10.1177/1470593112467267

Haksever C, Chaganti R, Cook RG. 2014. A model of value creation: strategic view. Journal of Business Ethics. 49: 291–305.

Hartmann PM, Zaki M, Feldmann N, Neely A. 2016. Capturing value from big data-a taxonomy of data-driven business models used by start-up firms. International Journal of Operations & Production Management. 36(10): 1382–1406.

Ibrahim I. 2010. Persiapan teknis pembangunan transportasi cepat masal di Jakarta. Jurnal Sains dan Teknologi Indonesia. 12(3): 197-204.

Julienti L, Bakar A, Hartini A. 2010. Assessing the relationship between firm resources and product innovation performance (A resource-based view). Business Process Management Journal. 16(3): 420-435. DOI: https://doi.org/10.1108/14637151011049430

Klanac NG. 2013. An integrated approach to customer value: A comprehensive-practical approach. Journal of Business Market Management. 1: 22-37.

Lindic J, da Silv, CM. 2011. Value proposition as a catalyst for a customer focused innovation. Management Decision. 49(10): 1694-1708. DOI: https://doi.org/10.1108/00251741111183834

Lindic J, da Silva CM. 2011. Value proposition as a catalyst for a customer focused innovation. Management Decision. 49(10): 1694-1708. DOI: https://doi.org/10.1108/00251741111183834

Lund K, Ordonez R, Nielsen JB, Christiansen S, Houmoller SS, Schmid JH, Gaehede M, Hammershoi D. 2023. Value propositions of public adult hearing rehabilitation in Denmark. Audiol. Res. (13): 254–270. DOI: https://doi.org/10.3390/audiolres13020023

Madhani PM. 2022. Effective marketing strategy with blockchain implementation: Enhancing customer value propositions. IUP Journal of Business Strategy. 19(1): 7-35.

Marimin. 2009. Teori dan Aplikasi: Sistem Pakar dalam Teknologi Manajerial. Bogor (ID): IPB Press.

Meirelles DS. e, D’Andrea D. 2021. From private label to co-branded credit card: An assessment of the impact of a change in value proposition over customer value perception and company value capture. Journal of Financial Services Marketin. 26(1): 52-65. DOI: https://doi.org/10.1057/s41264-020-00081-x.

Mejtoft T. 2011. Internet of Things and Co-creation of Value. In IEEE International Conference on Internet of Things, and Cyber, Physical and Social Computing. DOI: https://doi.org/10.1109/iThings/CPSCom.2011.75

Ng ICL, Smith LA. 2012b. An integrative framework of value. Review of Marketing Research. 9: 207–243. DOI: https://doi.org/10.1108/S1548-6435(2012)0000009011

Nurnadhifa H, Latifah HN. 2021. Sistem Mass Rapid Transit (MRT) DKI Jakarta: studi kasus transfer kebijakan pendapatan non-farebox di Indonesia. Public Inspiration: Jurnal Administrasi Publik. 6(2): 97-106. DOI: https://doi.org/10.22225/pi.6.2.2021.97-106.

Ortega EMP, Azorin ZFM, Cortes RC. (2018). Competitive strategy, structure and firm performance (A comparison of the resource-based view and the contingency approach). Management Decision. 48(8): 1282-1303. DOI: https://doi.org/10.1108/00251741011076799

Osterwalder A, Pigneur Y. 2012. Business Model Generation: A Handbook For Visionaries, Game Changers, And Challengers. New Jersey (US): John Wiley & Sons, Inc.

Osterwalder A, Pigneur. 2012. Business Model Generation. Jakarta (ID): PT Elex Media Komputindo.

Paananen A, Seppänen, M. (2013). Reviewing customer value literature: Comparing and contrasting customer values perspectives. Intangible Capital. 9(3): 708–729. DOI: https://doi.org/10.3926/ic.389

Paul JK. 2016. Does VRIO help managers evaluate a firm’s resources? Management Decision. 53(8): 1806-1822. DOI: https://doi.org/10.1108 /MD-08-2014-0525

Paulo R. Cond et al. (2018). Value proposition: application of value creation activities model in The Supermarket (Vcam-S). Revista de Administração Mackenzie. 19(4). DOI: https://doi.org/10.1590/1678-6971/eRAMR180028

Payne A, Frow P. 2014. Developing superior value propositions: A strategic marketing imperative. Journal of Service Management. 25(2): 213-227. DOI: https://doi.org/10.1108/JOSM-01-2014-0036

Pemerintah Propinsi DKI Jakarta. 2017. Peraturan Gubernur Nomor 44 Tahun 2017 tentang Pengembangan Kawasan Transit Oriented Development. https://jdih.jakarta.go.id/dokumen/detail/6083

Pemerintah Propinsi DKI Jakarta. 2021. Peraturan Gubernur Nomor 50 Tahun 2021 tentang Perubahan Atas Peraturan Gubernur Nomor 67 Tahun 2019 tentang Penyelenggaraan Kawasan Berorientasi Transit. https://jdih.jakarta.go.id/dokumen/detail/1772/peraturan-gubernur-nomor-50-tahun-2021-tentang-perubahan-atas-peraturan-gubernur-nomor-67-tahun-2019-tentang-penyelenggaraan-kawasan-berorientasi-transit

Pemerintah Propinsi DKI Jakarta. 2021. Peraturan Gubernur Nomor 65 Tahun 2021 tentang Perubahan Atas Peraturan Gubernur Nomor 15 Tahun 2020 tentang Penugasan Perseroan Terbatas Mass Rapid Transit Jakarta Sebagai Pengelola Kawasan Berorientasi Transit Koridor Utara-selatan Mass Rapid Transit Jakarta. https://jdih.jakarta.go.id/dokumen/detail/5894

Pemerintah Propinsi DKI Jakarta. 2022. Peraturan Gubernur Nomor 31 Tahun 2022 tentang Rencana Detail Tata Ruang Wilayah Perencanaan Provinsi Daerah Khusus Ibukota Jakarta. https://jdih.jakarta.go.id/ doku-men/detail/4933/peraturan-gubernur-nomor-31-tahun-2022-tentang-rencana-detail-tata-ruang-wilayah-perencanaan-provinsi-daerah-khusus-ibukota-jakarta

Pennie F, Payne A. 2011. A stakeholder perspective of the value proposition concept. European Journal of Marketing. 45(1/2): 223-240. DOI: https://doi.org/ 10.1108/03090561111095676

PT MRT Jakarta. 2019. Together We Create More Value (Laporan Tahunan 2019) PT. MRT Jakarta (Perseroda)). https://jakartamrt.co.id/sites/default/ files/2020-09/Annual-Report-MRT-Jakarta-2019.pdf

PT MRT Jakarta. 2020. Growing In Sustainability (Laporan Keberlanjutan 2020 Sustainability Report). MRT Jakarta. https://jakartamrt.co.id/sites/ de-fault/files/2021/08/MRT%20SR2020_Esig%20Dekom_290721.pdf

PT MRT Jakarta. 2021. Synergi and Innovation to Develop The Nation. (Laporan Keberlanjutan 2021 Sustainability Report). MRT Jakarta. https://jakartamrt.co.id/sites/default/files/2022-06/AR%20MRT%202021-L6-9jun-compressed.pdf

PT MRT Jakarta. 2022. Thriving Trough Transformation. (Laporan Keberlanjutan 2022 Sustainability Report). MRT Jakarta. https://jakartamrt.co.id/sites/default/files/2023-08/Annual%20Report%20 MRT%20Jakarta%202022.pdf

Rahardyan A. 2020. MRT Jakarta Siapkan 4 Skenario Bertahan dari Pandemi Covid-19. Ekonomi Bisnis.com. Retrieved November 25, 2021, from https://ekonomi.bisnis.com/read/20200429/98/1234683/mrt-jakarta-siapkan-4-skenario-bertahan-dari-pandemi-covid-19 R.

Ramaditya M, Effendi S and Burda A (2023) Survival and human resource strategies of private higher education in facing an era of change: Insight from Indonesia. Front. Educ. 8:1141123. doi: 10.3389/feduc.2023.1141123

Ramaditya, M., Maarif, M. S., Affandi, J., & Sukmawati, A. (2022). Reinventing talent management: How to maximize performance in higher education. Frontiers in Education, 7. https://doi.org/10.3389/feduc.2022.929697

RamadityaM., EffendiS., & SyahraniN. A. (2023). Does Toxic Leadership, Employee Welfare, Job Insecurity, and Work Incivility Have an Impact On Employee Innovative Performance at Private Universities in LLDIKTI III Area?. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 9(3), 830. https://doi.org/10.17358/jabm.9.3.830

RamadityaM., MaarifM. S., AffandiM. J., & SukmawatiA. (2022). Private Higher Education Devel-opment Strategy in Indonesia in Facing an Era of Change. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 8(3), 793. https://doi.org/10.17358/jabm.8.3.793

Rusli C, Gusti AKS 2009. Penduduk dan Pembangunan Perumahan di Jabodetabek: Tantangan Pengembangan Megapolitan Jakarta. Jurnal Kependudukan Indonesia. 4(1): 55-72.

Saaty TL, Vargas LG. 2012. Models, Methods, Concepts Applications of the Analytic Hierarchy Process: 175. Springer Science and Business Media.

Sembiring LJ. 2021. Cek Guys! Daftar Wilayah Bisa Mudik, Ada Jakarta sampai Medan. CNBC Indonesia. Retrieved November 25, 2021, from https://www.cnbcindonesia.com/news/20210411131129-4-236918/cek-guys-daftar-wilayah-bisa-mudik-ada-jakarta-sampaimedan.

TomTom. (n.d.). DKI Jakarta, Kota Termacet 10 Dunia. databoks. https://databoks.katadata.co.id/ datapublish/2020/02/20/dki-jakarta-kota-termacet-10-dunia.

Turban E, McLean E, Wetherbe J. 2005. Information Technology for Management–Transforming Business in the Digital Economy. 3 rd Edition. New York (US): John Wiley & Son, Inc.

Widyanto, U. (2018). MRT Jakarta Tiru Jepang, Genjot Pendapatan Non-Tiket | Tempo.co. LINE TODAY. Retrieved November 27, 2021, from https://today.line.me/id/v2/article/ L2VJVG.

Wiryono, S. (2021a,). Kasatpol PP DKI: Berangkat Kerja dari Bodetabek ke Jakarta Harus Ada Surat Tugas Kantor Halaman all-Kompas.com. Megapolitan Kompas.com. Retrieved November 25, 2021, from https://megapolitan.kompas.com/read/2021/05/07/14080621/kasatpol-pp-dki-berangkat-kerja-dari-bodetabek-ke-jakarta-harus-ada-surat?page=all W.

Zikmund, William G. (1997). Business Research Methods, Fifth Ed., New York (US): The Dryden Press, Harcourt Brace College Publishers.