Gojek's Marketing Strategies and Values

Margaretha, Yolla and Suwarno, Henky Lisan and Malinda, Maya (2023) Gojek's Marketing Strategies and Values. In: International Conference on Science and Humaniora (ICE-ScienceHUM) 2023, 27-28 November 2023, Bandung.

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Abstract

Go-Jek is a super app technology company that has more than 20 products that spread out in four countries: Indonesia, Singapore, Vietnam, and Philippines. It has more than 38 million active users in Asia. It is part of GoTo Group together with Tokopedia and GoTo Financial, the largest digital ecosystem in Indonesia. We have read the articles about Go-Jek shutting down Go-Life but expanding to new areas. Regarding Go-Jek company, they have more than 20 products sold in the market. Currently, Go- Jek has IPO in Indonesia Stock Exchange, and they should manage public share owner expectation regarding their stocks. This research paper is to discover and analyze update of Go-Jek Marketing Mix Strategy after Go- To Corporation is formed. We will also cover the ethics code of conducts between service providers and drivers (Go-Food provider) in Go-Jek’s eco-system and the new strategies Go- Jek can implement in their system to utilize digital marketing and storytelling strategy to help maximize the company values. Digital Marketing is the way to promote brands and connect them with their potential and current customers by using the internet or other digital forms of communication. We have several findings in this paper, Digital Marketing is the way to promote brands and connect them with their potential and current customers by using the internet or other digital forms of communication. The value of Go-Jek providing customers with a good experience will induce their perceptual psychology and in turn will increase brand trust and customers’ loyalty as the brand leaves good memory in the customers’ mind. The research limitation is only discovered Go-Jek company, in the future research comparison of at least two apps. The originality of this paper is researching marketing strategy, including brand, digital marketing, and value of Go-Jek company.

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Conference or Workshop Item (Paper)

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