Transformasi Digital Agen Perjalanan UMKM: Kerangka Strategi Bertahan di Era Ekonomi Platform
Kata Kunci:
transformasi digital, agen perjalanan UMKM, agen perjalanan daring, ekonomi platform, pemasaran digital, manajemen hubungan pelanggan, pariwisata berkelanjutanAbstrak
Penelitian ini mengkaji urgensi transformasi digital bagi agen perjalanan Usaha Mikro, Kecil, dan Menengah (UMKM) yang menghadapi persaingan semakin ketat dari Agen Perjalanan Daring (APD) global dalam paradigma ekonomi platform, sekaligus mengidentifikasi kerangka strategis yang efektif untuk keberlanjutan dan peningkatan daya saing bisnis. Pendekatan sintesis literatur terstruktur mengintegrasikan publikasi dari jurnal Scopus peringkat tinggi (Q1/Q2) dan terbitan terakreditasi Sinta 1–2 periode 2021–2025, dilengkapi intelijen pasar dari lembaga riset dan badan statistik pemerintah. Hasil penelitian menunjukkan bahwa pasar APD global mencapai valuasi USD 513,18 miliar pada 2024 dengan proyeksi ekspansi menuju USD 740,39 miliar pada 2030; digitalisasi UMKM Indonesia mencapai 25,5 juta usaha pada Juli 2024 (39,7% dari total UMKM); dan lima dimensi strategis terbukti efektif, yaitu digitalisasi layanan yang menghasilkan pengurangan biaya operasional 20%, pemasaran digital yang menghasilkan peningkatan pemesanan 40%, inovasi produk melalui diferensiasi budaya lokal, kemitraan strategis dengan penyedia fintech dan teknologi, serta pengembangan sumber daya manusia melalui program literasi digital. Penelitian ini menyajikan kerangka analitis terintegrasi yang menghubungkan imperatif transformasi digital dengan strategi bertahan praktis bagi agen perjalanan UMKM Indonesia dalam konteks dinamika pasar global dan kebijakan digitalisasi nasional.
Kata kunci: transformasi digital; agen perjalanan UMKM; agen perjalanan daring; ekonomi platform; pemasaran digital; manajemen hubungan pelanggan; pariwisata berkelanjutan
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