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This research aims at exploring the effect of organizational culture, especially clan culture, toward the success of information system implementation. A conceptual model of information system success had been developed by integrating DeLone-McLean model, technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT). Competing values model (CVM) is being used for organizational model, as such the assessment for organizational culture is using organizational culture assessment instrument (OCAI). To test the proposed conceptual model, empirical study was conducted at a IT-based company using questionnaire and gave the total of 319 usable data samples. The data analysis is using SmartPLS3 due to the abnormality of data distribution. The OCAI assessment shows that the company has a tendency toward clan culture which is quite unexpected for an IT-based company. However, further analysis shows that the company has successfully mixed clan culture with the less-dominant types of culture to create a conducive culture for the success of information system implementation. This study sheds light on IT implementation for business organizations especially the ones which have clan culture as a dominant culture embedded in their organizations.

Digitalization in Indonesia is rapidly increasing due to the level of active internet users, putting Indonesia as one of the most potential digital markets in the world. This phenomenon also raises the demand and opportunity for User Experience (UX) studios, such as Uxgala, to be involved in digitalization by providing the start-up a UX development service for the digital product. Unfortunately, Uxgala as a newcomer to the UX development business still has a low reputation and weak competitive advantage. Meanwhile, many competitors and substitutes are also crowding the market. This situation is then intensified by market conditions that have not fully realized the importance of user experience. In this research, the marketing strategy development was based on the customer analysis through direct interview and indirect observation method, using business buying behavior framework. The study shows that different markets have different needs for UX development services and dissimilar behavior in the purchasing decision that Uxgala can use to strengthen its market targeting and brand positioning. Moreover, developing the 7P’s marketing mix that suits the targeted market and also strongly performs the brand positioning.