Digital Business Communication Strategy in Logistics Companies Amid Technological Transformation and Innovation at PT XYX Jakarta

Abstract

Digital transformation in the logistics industry has created significant challenges related to organizational communication, employee adaptation, and the implementation of innovation. While previous studies have primarily focused on technology adoption and operational efficiency, limited attention has been given to the strategic role of digital business communication in supporting technological transformation. Therefore, this study aims to analyze the digital business communication strategy implemented by PT XYZ Jakarta in managing technological transformation and innovation. Guided by Sensemaking Theory (Weick) and Diffusion of Innovations Theory (Rogers), this study explores how organizational members interpret technological change and how digital innovations are communicated and adopted within the organization. Using a qualitative case study approach, data were collected through direct observation and in-depth interviews with employees and management. The findings from the interviews and observations reveal that digital business communication plays a crucial role in strengthening real-time coordination, stakeholder engagement, organizational learning, and innovation adoption. The novelty of this study lies in integrating sensemaking and innovation diffusion perspectives to explain digital business communication as a strategic capability that facilitates technological transformation in logistics organizations. However, challenges such as gaps in digital literacy, information overload, and resistance to change remain barriers to successful transformation. This study is limited to a single logistics company and focuses primarily on communication processes rather than evaluating technological performance or operational outcomes, thereby providing a contextual understanding of the role of communication in digital transformation.