PROPOSED STRATEGY TO IMPROVE PRODUCT INNOVATION AND SERVICE QUALITY AT PEGIPEGI

• Main Author: Nur Amalia, Raisha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85879
• Institution: Institut Teknologi Bandung

Indonesian people's interest in Online Travel Agents (OTA) is relatively high, even though it experienced a decline from 2019 to 2021 due to the pandemic. There are still many people who choose to use an Online Travel Agents (OTA) because it provides convenience and comfort. However in Indonesia, the competition is quite tight and Pegipegi needs to innovate its Product and Service. The objective of this research is to improve the competitiveness of Pegipegi’s product, and service. Thus will make Pegipegi’s have their own competitiveness over competitors. Digital Innovation and SERVQUAL Framework have been used to analyze the issue and identify the root cause. It has been found that Pegipegi Product and Services needs to develop and improve because all the indicators are in low criteria. The recommendation for the company is require to innovate and improve the Product and Service of Pegipegi. Product Innovation can be done by creating new product with advance technology, such as through Gamification, Owned Media Channel, and improving User Interface. On the other hand, Service improvement can be done by combining technology such as involving ChatGPT in daily work and also trained customer service.