Analisis Unfreeze, Change, dan Refreeze pada Layanan 24 Jam Astro

Abstract

Astro is a quick-commerce company offering 24-hour service with delivery in approximately 15 minutes. However, customer complaints regarding delivery delays, product quality, customer service responsiveness, and app glitches persist. This study aims to analyze Astro's service changes based on Kurt Lewin's change model, which comprises the stages of unfreezing, changing, and refreezing. A descriptive qualitative approach was employed, analyzing 30 user reviews from the Google Play Store, Instagram, and TikTok spanning the 2022–2026 period. The findings reveal changes manifested through revised service guarantees, the development of Astro Goods, Astro Kitchen, Astro Cafe, and Astro Bakery, as well as rebranding efforts. These changes reflect the unfreezing, changing, and refreezing stages aimed at enhancing quality and the customer experience, though ongoing evaluation remains necessary.