Strategi Pt Grafindo Triutama Dalam Menghadapi Perubahan Perilaku Konsumen Di Era Digital

Arif Hakim Pratama (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Mia Audina (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Saepul Ahyar (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

Journal of Business Economics and Management
Vol. 3 No. 2 (2026): Oktober-Desember

The development of digital technology has changed consumer behavior in seeking information, communicating, and making purchasing decisions. This condition creates challenges for companies to adjust their marketing and communication strategies to increasingly dynamic consumer needs. This study aims to analyze the strategy of PT Grafindo Triutama in dealing with changes in consumer behavior in the digital era, including the challenges and adaptation efforts undertaken by the company. This study employs a descriptive qualitative approach, with data collected through interviews, observation, and documentation. The analysis focuses on changes in consumer behavior and the marketing and communication strategies implemented by the company. The expected results indicate that the company’s ability to adapt to technological developments, strengthen digital communication, and understand consumer needs is important in responding to changes in consumer behavior in the digital. .