TRANSFORMASI DIGITAL: TREN, INOVASI, DAN DAMPAKNYA PADAKEBERHASILAN BISNIS

Abstract

Digital transformation has changed the global business landscape, giving rise to significant trends and innovations in digital business. This paper aims to identify and analyze the latest trends and innovations in digital business, examine their impact on business success, and provide recommendations for business people to adopt effective digital strategies. This study uses a qualitative approach through literature analysis from various leading sources in the last ten years. The research results show that the adoption of technologies suchas artificial intelligence, big data, and the Internet of Things (IoT) are the main drivers of innovation in digitalbusiness. Additionally, the emergence of e-commerce and digital marketing platforms has revolutionized the way companies interact with customers. In the discussion, the implications of these findings for business strategy are outlined, followed by practical recommendations for optimally exploiting this trend. The conclusion of this paper is to suggest that rapid adaptation and continuous innovation are needed and can be realized among society, as the key to success in the current digital business era.