Digital Business Strategy in Building Trust Through Consumer Experience in Tourism Service Companies in Bali (Case Study at PT. Global Dewata)

Abstract

Digital transformation has changed the way service companies build relationships with consumers. Digital business strategies are no longer solely focused on marketing but also on creating customer experiences that build trust. This study aims to analyze how digital business strategies are implemented to build customer trust through digital customer experiences at PT Global Dewata, a tour and travel service company in Bali. The study used a qualitative approach with a case study method. Data were obtained through in-depth interviews with four informants: the General Manager, Marketing staff, Customer Service staff, and customers, as well as through observation and documentation. Informants were selected using a purposive sampling technique based on their involvement and experience with digital business activities, marketing, service, and the use of the company's services. Data analysis was conducted using the interactive analysis model of Miles, Huberman, and Saldaña, which includes data reduction, data presentation, and drawing conclusions. The results show that PT Global Dewata has implemented an integrated digital business strategy through the company website, social media, Google Ads, Email Blasts, and WhatsApp Blasts. This strategy shapes the digital customer experience through five main aspects: ease of access to information, responsive communication, professionalism of service, ease of transactions, and consistency of service. Positive experiences formed through the interaction between digital technology and quality human service contribute to the formation of consumer trust. This study confirms that Digital Customer Experience acts as a bridging mechanism between Digital Business Strategy and Consumer Trust. These findings indicate that the success of digital business strategies in tour and travel service companies is determined not only by the utilization of digital platforms, but also by the company's ability to integrate technology with consistent communication and service quality. This research is limited to a case study of one company with a limited number of informants, so the findings are contextual and not intended to be statistically generalized.