Implementasi Model 8 Langkah Kotter dalam Transformasi Operasional PT X: Strategi Menghadapi Dinamika Perubahan Pasar E-Commerce di Indonesia
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Abstract
Transformasi digital menuntut organisasi untuk beradaptasi cepat terhadap perubahan teknologi, dinamika pasar, dan ekspektasi pelanggan. PT X, sebagai perusahaan e-commerce besar, menjalankan transformasi operasional untuk meningkatkan efisiensi dan daya saing. Penelitian ini bertujuan menganalisis implementasi Model 8 Langkah Kotter dalam proses perubahan tersebut. Pendekatan penelitian menggunakan metode kualitatif deskriptif melalui wawancara mendalam, observasi, dan studi dokumentasi terhadap enam informan yang terlibat langsung. Analisis tematik digunakan untuk menelaah setiap tahapan perubahan. Hasil penelitian menunjukkan bahwa langkah-langkah Kotter telah diterapkan secara bertahap, dengan kekuatan utama pada komunikasi visi dan penciptaan urgensi. Namun, konsolidasi perubahan, pemberdayaan karyawan, dan pembentukan budaya baru belum berjalan optimal karena variasi pemahaman dan stabilitas SOP yang belum konsisten. Temuan ini menekankan bahwa keberhasilan transformasi digital bergantung pada kepemimpinan yang stabil, komunikasi efektif, serta penguatan budaya kerja adaptif.
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