Manajemen Perubahan Dan Transformasi Digital Dalam Meningkatkan Kinerja Keuangan: Studi Kasus PT Blue Bird Tbk
Keywords:
Change Management, Digital Transformation, Financial Performance, Blue Bird, Organizational Adaptation, Digital DisruptionAbstract
Digital transformation has emerged as a strategic imperative for transportation companies confronting digital disruption and post-pandemic market dynamics. PT Blue Bird Tbk encounters multifaceted challenges in sustaining business relevance, operational efficiency, and financial growth amid intense competition from ride-hailing platforms and shifting consumer preferences. This research integrates a quantitative approach through financial ratio analysis for the 2021–2023 period with a descriptive-strategic methodology to investigate how Blue Bird implements change management within the context of service digitalization, encompassing the development of the MyBluebird application, digital payment system integration, and platform ecosystem collaboration. Empirical findings indicate that Blue Bird's digital transformation demonstrates positive correlation with enhanced financial performance, particularly in net profit and profitability margins, while simultaneously driving organizational cultural evolution and internal process reengineering. This study provides strategic recommendations to strengthen organizational change governance to ensure sustainability and scalability of digital innovation in the long term.
Keywords: Change Management, Digital Transformation, Financial Performance, Blue Bird, Organizational Adaptation, Digital Disruption
AbstrakTransformasi digital telah menjadi imperatif strategis bagi perusahaan transportasi dalam menghadapi disrupsi digital dan dinamika pasar pasca-pandemi. PT Blue Bird Tbk menghadapi tantangan kompleks dalam mempertahankan relevansi bisnis, efisiensi operasional, dan pertumbuhan keuangan di tengah kompetisi intensif dari platform ride-hailing serta pergeseran preferensi konsumen. Penelitian ini mengintegrasikan pendekatan kuantitatif melalui analisis rasio keuangan periode 2021–2023 dengan pendekatan deskriptif-strategis untuk menginvestigasi bagaimana Blue Bird mengimplementasikan manajemen perubahan dalam konteks digitalisasi layanan, mencakup pengembangan aplikasi MyBluebird, integrasi sistem pembayaran digital, dan kolaborasi ekosistem platform. Temuan empiris mengindikasikan bahwa transformasi digital Blue Bird menunjukkan korelasi positif dengan peningkatan kinerja keuangan, khususnya pada laba bersih dan margin profitabilitas, sekaligus mendorong evolusi budaya organisasi dan reengineering proses internal. Penelitian ini memberikan rekomendasi strategis untuk memperkuat tata kelola perubahan organisasi guna memastikan keberlanjutan dan skalabilitas inovasi digital dalam jangka panjang.
Kata Kunci: Manajemen Perubahan, Transformasi Digital, Kinerja Keuangan, Blue Bird, Adaptasi Organisasi, Disrupsi Digital
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References
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Brigham, E. F., & Houston, J. F. (2019). Fundamentals of financial management (15th ed.). Cengage Learning.
Burnes, B. (2004). Managing change: A strategic approach to organisational dynamics (4th ed.). Prentice Hall.
Creswell, J. W. (2019). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Gujarati, D. N., & Porter, D. C. (2009). Basic econometrics (5th ed.). McGraw-Hill.
Hsiao, C. (2014). Analysis of panel data (3rd ed.). Cambridge University Press.
Kotter, J. P. (1996). Leading change. Harvard Business School Press.
Lewin, K. (1947). Frontiers in group dynamics: Concept, method and reality in social science; social equilibria and social change. Human Relations, 1(1), 5–41.
Maybank Securities. (2023). Indonesian ride-hailing market analysis report. Maybank Investment Banking Group.
Pratiwi, R., & Prasetyo, A. (2022). Analisis pengaruh ROE dan DER terhadap EPS pada perusahaan manufaktur. Jurnal Akuntansi dan Keuangan, 14(1), 78–89.
PT Blue Bird Tbk. (2021–2023). Laporan tahunan. https://www.bluebirdgroup.com
Rahmawati, D., & Hidayah, N. (2023). Kemampuan adaptif organisasi dalam transformasi digital sektor transportasi daring Indonesia. Jurnal Manajemen Strategik, 15(2), 112–128.
Ross, S. A., Westerfield, R. W., Jaffe, J., & Jordan, B. D. (2021). Corporate finance (13th ed.). McGraw-Hill Education.
Santoso, S. (2019). Menguasai statistik multivariat dengan SPSS dan EViews. PT Elex Media Komputindo.
SBM ITB. (2023). Economic contribution of Indonesia’s online transportation industry. School of Business and Management, Institut Teknologi Bandung.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (edisi revisi). Alfabeta.
Susanti, R., & Hidayat, W. (2022). Pengaruh kesiapan organisasi dan kepemimpinan transformasional terhadap efektivitas transformasi digital sektor jasa. Jurnal Administrasi Bisnis, 18(3), 245–260.
Ulum, B., Nichayah, S., & Faizah, N. (2023). Analisis strategi digital dan dampaknya terhadap kinerja keuangan PT Blue Bird Tbk. Jurnal Akuntansi dan Bisnis Indonesia, 12(2), 156–172.
Wahyudi, S., & Rahmawati, R. (2020). Pengaruh net profit margin (NPM), earning per share (EPS), dan return on equity (ROE) terhadap harga saham pada perusahaan perbankan konvensional yang terdaftar di Bursa Efek Indonesia. JIAGABI: Jurnal Ilmu Administrasi Niaga/Bisnis, 9(1), 1–10.
Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading digital: Turning technology into business transformation. Harvard Business Review Press.
Yuliana, I., & Santoso, B. (2021). Pengaruh net profit margin terhadap pertumbuhan laba perusahaan LQ45 di Bursa Efek Indonesia. Jurnal Ilmu Ekonomi dan Bisnis, 9(2), 45–56.
Yusup, F. (2018). Uji validitas dan reliabilitas dalam penelitian kuantitatif. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1), 17–23.
Bursa Efek Indonesia. (2023). Financial statements and reports. https://www.idx.co.id
Kementerian Perhubungan Republik Indonesia. (2023). Statistik transportasi darat Indonesia. Direktorat Jenderal Perhubungan Darat.
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