<![CDATA[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 Abstrak Transformasi 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]]>
