DIGITAL TRANSFORMATION, ANALISIS SWOT DAN PEST TERHADAP PERUSAHAAN TURKISH AIRLINES
Keywords:
Transformasi Digital, Turkish Airlines, Analisis SWOT, Analisis PEST, TK WalletAbstract
Penelitian ini membahas transformasi digital yang dilakukan Turkish Airlines untuk meningkatkan daya saing dalam industri penerbangan global. Dengan pendekatan analisis SWOT dan PEST, penelitian mengevaluasi kekuatan, kelemahan, peluang, dan ancaman yang memengaruhi keberhasilan inovasi seperti TK Wallet dan teknologi biometrik. Hasil menunjukkan bahwa Turkish Airlines mampu memanfaatkan teknologi modern untuk meningkatkan efisiensi operasional dan pengalaman pelanggan, meskipun tantangan seperti persaingan ketat dengan Lufthansa dan Air France-KLM serta fluktuasi ekonomi global tetap ada. Kajian ini juga mengidentifikasi potensi peluang melalui perubahan preferensi konsumen dan kemitraan strategis dalam Star Alliance. Kesimpulan menyarankan perlunya percepatan investasi dalam teknologi disruptif dan diversifikasi rute ke pasar berkembang untuk menjaga relevansi dan pertumbuhan berkelanjutan Turkish Airlines.
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Copyright (c) 2026 Christine Ellen, Anastasia Vivian Santoso, Soetam Rizky Wicaksono
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