PROPOSED BUSINESS MODEL INNOVATION BASED ON CUSTOMER EXPERIENCE AND DIGITAL INNOVATION AT PT RAJA PAKET LEBARAN

• Main Author: Permata Derose, Kintan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74383
• Institution: Institut Teknologi Bandung

PT Raja Paket Lebaran (PT RPL), an Indonesian SME specializing in the sales of groceries and household goods for the Eid al-Fitr, has faced a significant decline in sales amidst the COVID-19 pandemic. This raises the question of whether the processes and value offered by the company are still relevant to the market, and whether customers are satisfied with the services or products provided by the company. In accordance, the study focuses on proposing a business model innovation for PT RPL based on customer experience and digital innovation. A mixed-methods approach is employed, combining qualitative and quantitative techniques. Descriptive analysis, content analysis, gap analysis, SWOT analysis, and digital innovation impact analysis are utilized. Primary data is collected through questionnaires to 100 customers and interviews conducted with stakeholders. The findings reveal that integrating customer experience and digital innovation can enhance PT RPL’s business model. By addressing marketing limitations, simplifying digital processes, and leveraging online platforms, the company can improve the overall customer experience. Digital innovation plays a vital role in driving business model innovation, allowing the company to expand its customer base, provide personalized experiences, and gain valuable insights into customer preferences. The proposed business model innovation offers practical recommendations for PT RPL to adapt to the changing market landscape and meet customer expectations. By embracing digital innovation, the company can increase its competitiveness, attract a wider range of customers, and achieve sustainable growth. The research contributes to the existing body of knowledge by exploring the intersection of customer experience and digital innovation within the context of an Indonesian SME. It provides valuable insights for businesses in similar industries to improve their business models and enhance customer satisfaction.