DIGITAL TRANSFORMATION PLAN AT SUB-HOLDING COMMERCIAL AND TRANSPORTATION PT PERMINYAKAN PETROLEUM NUSANTARA

• Main Author: Karim Soleh, Abdul
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55785
• Institution: Institut Teknologi Bandung

In the Digital Age or what is often referred to as the Industrial Age 4.0, this has become a nuisance and a challenge and opportunity to be able to change it in improving company performance. Digital transformation can be defined as organizational change through digital technology and business models to improve performance. PT Perminyakan Petroleum Nusantara, a subsidiary of PT Perminyakan, has challenges and opportunities in facing the Digital Era and unfavorable situations during the Covid-19 Pandemic this time. Perminyakan Petroleum Nusantara, which focuses on its main business in the form of trade and services for fuel and non-fuel products, was affected in the sales process to the public and industrial sector. To overcome this, the authors analyze the situation and business in the Company using the Digital Transformation Orchestra framework, which can diagnose problems and solutions in a digital business transformation strategy. Observations are made through all processes in the framework. The cause of this problem is that the Company's business model still uses traditional sales channels so that there is no sales interaction from customers through digital platforms, there is no digital transformation strategy so that there is no function in the organization in the field of digital transformation, and the lack of technology application in several business process places and data is still scattered from a variety of functions. This research provides a focused solution where the changes must be comprehensive and harmonious, such as a metaphor for orchestral music. The analysis in determining the solution includes Customer Value Creation, Business Strategy, Digital Instrument Transformation Orchestra, Organization Resources, and Digital Business Agility Diagnostic. So that a solution to these problems can be found with a focus on changes in Perminyakan Petroleum Nusantara, namely Channel Management, Customer Engagement, Organizational Structure, and Culture. The process of change and development is carried out in-depth by categorizing resources into People, Data, and Infrastructure. The solution is to develop business models by adding digital sales channels and applying technology in all business processes. Also, it is necessary to change the Company's strategy towards digital transformation to be followed by changes in the organizational structure and corporate culture. This is followed by the ability of companies, including Digital Business Agility, to have a high level of agility and to be ready to accept changes and other challenges in the future. The implementation of this research is to implement a Digital Transformation strategy in organizations that combines the application of digital technology and a business model that has been given a solution. Several proposals for optimization and digitization of applications and platforms that focus on customer service are expected to impact Digital Transformation solutions for companies significantly.