Penilaian Tingkat Kapabilitas Pengelolaan Inovasi pada Saluran Penjualan Digital Perusahaan Jasa Transportasi Udara di Masa Pandemi

Caecilia Westi Sekar Wangi; Isnaeni Achdiat

doi:10.33633/tc.v21i3.6238

Penilaian Tingkat Kapabilitas Pengelolaan Inovasi pada Saluran Penjualan Digital Perusahaan Jasa Transportasi Udara di Masa Pandemi

Caecilia Westi Sekar Wangi, Isnaeni Achdiat

Abstract

Penurunan kinerja keuangan yang disebabkan oleh penurunan jumlah penumpang pesawat terbang menjadi tantangan bagi perusahaan jasa transportasi udara di masa pandemi. Perusahaan melakukan upaya efisiensi biaya yang berdampak pula pada bidang TI. Namun, di sisi lain perusahaan perlu lebih berfokus pada inovasi saluran penjualan digital guna meningkatkan kualitas layanan sebelum penerbangan dan memfasilitasi kebutuhan pelanggan dalam proses pembelian digital di masa pandemi. Oleh karena itu, penulis melakukan penelitian dengan topik penilaian tingkat kapabilitas pengelolaan inovasi pada saluran penjualan digital perusahaan jasa transportasi. Tujuannya ialah menganalisis kesenjangan tingkat kapabilitas dari hasil penilaian aktual dan target, serta memberikan rekomendasi perbaikan guna peningkatan digital customer experience dan kinerja bisnis. Metode penelitian ini adalah kualitatif dengan pengumpulan data melalui studi literatur dan wawancara. Penulis memilih COBIT 2019 sebagai kerangka kerja isu tata kelola dan manajemen TI pada penelitian, serta berfokus pada penilaian tingkat kapabilitas APO04 Managed Innovation. Berdasarkan penelitian yang telah dilakukan, hasil penilaian menunjukkan tingkat kapabilitas APO04 telah sesuai dengan targetnya, yaitu pada level 3. Untuk inovasi saluran penjualan digital, rekomendasi yang diberikan ialah adopsi New Distribution Capability.

Keywords

Tata Kelola TI; COBIT; Tingkat Kapabilitas TI; APO04 Managed Innovation; Saluran Penjualan Digital Maskapai Penerbangan

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DOI: https://doi.org/10.33633/tc.v21i3.6238