Peran Teknologi Digital Dalam Meningkatkan Daya Saing Di Era Digital Pada PT. Bhatini Mitra Jaya

Abstract

This study aims to analyze the role of digital technology in improving the competitiveness of PT Bhatini Mitra Jaya in the digital era. The rapid development of digital technology has changed business processes and encouraged companies to adapt to increasingly dynamic market conditions. Digital technology can support operational efficiency, business development, communication, and the creation of competitive advantages. Previous studies indicate that digital technology and digitalization are closely related to digital competitiveness and can contribute to sustainable competitive advantage (Martinčević, 2022; Sarwoko, 2025). This study uses a descriptive qualitative approach to examine the implementation and utilization of digital technology at PT Bhatini Mitra Jaya. Data are collected through observation, interviews, and documentation. The analysis focuses on the use of digital technology in supporting operational activities, communication, marketing, and business decision-making. The study is expected to show how digital technology contributes to improving efficiency, responsiveness, and competitiveness and how its utilization can help the company adapt to changes in the digital business environment