THE OVERVIEW OF B2B CUSTOMER JOURNEY AND KEY TOUCHPOINTS: AN INDONESIA HOTEL EQUIPMENT SUPPLIER CASE

Ferdinandus Constantio Aritonang, Bayu Sutikno, S.E.,M.S.M., Ph.D.

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Seiring meningkatnya permintaan akan peralatan hotel di tengah pertumbuhan industri pariwisata Indonesia, perusahaan pemasok perlu memahami bagaimana hotel menentukan pilihan pembelian. Penelitian ini mengeksplorasi perjalanan pelanggan (customer journey) B2B dalam konteks tersebut, dengan menggunakan studi kasus CV Arsi Labora Utama. Hasil wawancara dan observasi menunjukkan bahwa proses pengadaan hotel mengikuti 5 tahapan utama yang konsisten. Studi ini tidak hanya memetakan alur tersebut tetapi juga mengungkap titik-titik interaksi penting (key touchpoint) yang memengaruhi keputusan pembeli, serta menyarankan langkah optimalisasi bagi pemasok.

This study investigates the B2B customer journey and key touchpoints of a hotel equipment supplier in Indonesia, using CV Arsi Labora Utama as a case study. With the rising demand in the hospitality sector, suppliers like Arsi face challenges in navigating complex procurement processes without a structured understanding of how hotel clients make purchasing decisions. Through a qualitative approach involving interviews and observations with Arsi’s internal team and 4 hotel representatives, the research maps a 5-stage customer journey: Need Recognition, Supplier Evaluation, Purchase, Delivery & Support, and Post-Purchase. Findings show that while the stages remain consistent across hotel types, decision-making dynamics and touchpoint expectations vary depending on hotel structure and ownership. The study contributes to both academic literature and managerial practice by offering a practical framework for enhancing supplier engagement in the B2B hospitality market.

Kata Kunci : B2B customer journey, hotel procurement, touchpoints, hotel equipment supplier, hospitality industry, qualitative research, Indonesia