Strategi Peningkatan Kualitas Layanan Melalui Digitalisasi di Telkomsel Grapari Plaza Marina Surabaya

Abstract

In the current digital era, the demand for fast, efficient, and responsive services is increasing, prompting telecommunications companies to adopt technology to enhance customer experience. This research aims to analyze service quality improvement strategies through digitalization implemented at Telkomsel GraPARI Plaza Marina Surabaya using the 4P Marketing Mix approach. The method employed is descriptive qualitative, which allows for an in-depth exploration of the implementation of digitalization in enhancing service quality for customers. This study focuses on four main elements of the marketing mix: product, price, place, and promotion, to identify how digitalization plays a role in each of these elements. The data was collected through interviews with managers and staff of GraPARI as well as direct observations of the services implemented. The research results indicate that digitalization at GraPARI Plaza Marina Surabaya has optimized service products through self-service features and mobile applications, facilitated price access with transparency and ease of digital payments, and improved service locations through a digital system that accelerates queues and service processes. Promotions are also strengthened by utilizing digital platforms to provide information and special offers to customers. This research recommends that Telkomsel continue to update technology and digital marketing strategies to enhance customer experience and maximize satisfaction.