Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61

NETNOGRAPHY : GOJEK MARKETING STRATEGY ANALYSIS THROUGH YOUTUBE SOCIAL MEDIA

Siti Fatimah Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo Email: [email protected]

Mirza Chusnainy Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo Email: [email protected]

Fifi Khumairo Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo Email: [email protected]

Shinta Didin Hari Mariana Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo Email: [email protected]

Sigit Hermawan Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo Email: [email protected]

Received: July 2020; Accepted: December 2020; Available online: January 2021

Abstract PT Aplikasi Karya Anak Bangsa or Gojek is an online transportation service company that was founded in 2010. The research objective is to analyze and describe Gojek's marketing strategy through YouTube social media. This research uses a qualitative approach, with analysis using netnographic studies. The research subjects are 20 netizens who commented on Gojek's Indonesian Youtube account related to the video marketing advertising Gojek. The results showed that Gojek's marketing strategy made use of the internet as a means to promote the services offered. The promotion process is very intensively carried out by the Gojek Company, one of which is through social media. With the sophistication of advertising done through media social, users will automatically be treated to various promotions from the CompanyGojek when opening its social media pages. This strategy is very appropriate because almost the entire process of purchasing a Gojek service is done ina smartphone application, this means that the potential consumers targeted are in accordance with the ad audience that is installed. The conclusion in this study is the implementation of marketing 7P on online Gojek services which include: product, price, place, people, process, and physical evidence has been implemented well.

Keywords: Marketing Strategy; YouTube Social Media; 7P Marketing.

Abstrak PT Aplikasi Karya Anak Bangsa atau Gojek merupakan perusahaan jasa transportasi online yang berdiri sejak tahun 2010. Tujuan dari penelitian ini adalah untuk menganalisis dan mendeskripsikan strategi pemasaran Gojek melalui media sosial YouTube. Penelitian ini menggunakan pendekatan kualitatif, dengan analisis menggunakan studi netnografi. Subjek penelitian ini adalah 20 orang netizen yang mengomentari akun Youtube Indonesia Gojek terkait iklan pemasaran video Gojek. Hasil penelitian menunjukkan bahwa strategi pemasaran Gojek memanfaatkan internet sebagai sarana mempromosikan layanan yang

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 39 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 ditawarkan. Proses promosi sangat gencar dilakukan oleh Perusahaan Gojek, salah satunya melalui media sosial. Dengan kecanggihan periklanan yang dilakukan melalui media sosial, otomatis pengguna akan disuguhi berbagai promosi dari Perusahaan Gojek saat membuka halaman media sosialnya. Strategi ini sangat tepat karena hampir seluruh proses pembelian layanan Gojek dilakukan dalam aplikasi smartphone, artinya calon konsumen yang diincar sesuai dengan audiens iklan yang dipasang. Kesimpulan dalam penelitian ini adalah implementasi pemasaran 7P pada layanan Gojek online yang meliputi: produk, harga, tempat, orang, proses, dan bukti fisik telah terlaksana dengan baik.

Kata kunci: Strategi Pemasaran; Media Sosial YouTube; Pemasaran 7P.

How to Cite: Fatimah, S., Chusnainu, M., Khumairo, F., Mariana S. D. H., & Hermawan, S. (2021). Netnography : Gojek Marketing Strategy Analysis Through YouTube Social Media. Media Ekonomi dan Manajemen, 36(1), 39-61. doi: http://dx.doi.org/ 10.24856/mem.v36i1.1601.

INTRODUCTION service online offers a variety of Indonesian Internet Service Pro- alternative service provision that has been viders Association (APJII) released data available in various big cities in particular that until 2017 internet users in Indonesia to assist the community in carrying out reached 143 million people, which is more their daily activities, such as work than 50% of Indonesia's population of 262 activities, lectures, traveling, research, million people. Utilization of the internet trade and travel others (Farida et. al, 2016). has now evolved into a means of global Promotion is one way to introduce information and communication in the business products. With promotion, the business world. One of its uses is as an product will be far more easily known to advertising medium (advertising tool) that the public and easily reached by the target functions to promote products or advertise consumer (Anindhita, Arisanty, & via the internet (Kotler & Armstrong, Rahmawati, 2016). Gojek continues to 2004). Data released by the Indonesian innovate to make promotions in order to Internet Service Providers Association gain consumer confidence. One of the (APJII) states that around 87% of people in promotions issued by this company is Indonesia use internet services to access "Gojek Your Version". Through this social media (Firmansyah, 2018). promotion, consumers are free to One form of social media that always determine the order of service options in offers the latest products is YouTube. the Gojek App application, ranging from Through YouTube, everyone will get a the most frequent to the least used by variety of information, entertainment, and consumers. Each of these versions was of course the latest product advertising promoted in the form of advertisements via information. The latest advertisement YouTube (Soelistyowati, 2018). In product offerings through the YouTube addition there are also advertisements media will provide convenience for Introducing Jo & Jek that take the topic of consumers in watching broadcast adver- driving guides that are demonstrated by Jo tisements (Ramadhayanti, 2019). (customer) and Jek (partners). Creativity in packaging the ad impressions Introducing Transportation is a very important humorous and humorous Jo & Jek stole the means in supporting human activities or hearts of netizens. Even this caused a mobility every day so it must be prepared relatively short period of time, the ad that properly and safely. As one of the lasted for four minutes and six seconds transportation facilities that are widely was successfully watched more than 5.5 used by Indonesian people, Indonesian taxi million times, liked by 18 thousand

40 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 viewers, and received approximately 1.5 User is located. After confirming the order, thousand comments as of May 6, 2019 technology location-based will find the (Swastika , 2019). driver whose position is closest to the consumer. After a driver is assigned, the The company can see testimonials or comments, criticisms, and suggestions consumer can see a photo of the driver, made by citizens from Youtube as their send a short message, and also call him "correction material" in improving the (Clearesta, Angelina, & Wiradharma, quality and services provided by the 2015). company to its consumers. Management Gojek marketing strategy via makes the most of its use from introducing YouTube is a strategy that is also carried services to a wide audience, prices, and out by many companies especially on how these services serve their audience. In YouTube there are subscriber and addition, the real form of marketing comment. Through subscriber a high and elements is very visible when viewed from good comments can certainly win the the activity, information content, and the hearts of consumers. If consumers watch number of users who join in each social YouTube and are confident with the media account (Soelistyowati, 2018). product, then the consumer will usually go This business and technology to the next stage, namely in the decision to development requires companies to buy the product (Ramadhayanti, 2019). formulate marketing strategies to win market competition. The purpose of this Research Objectives marketing strategy is to find and retain the The research objective is to analyze intended consumer by providing and and describe Gojek's marketing strategy communicating product values to through YouTube social media. customers (Kotler & Armstrong, 2008). The most widely used marketing strategy LITERATURE REVIEW is to implement advertising. Gojek is a Marketing pioneer of professional motorcycle taxi According to Stanton (2001) mar- service providers who strive to offer speed, keting is an overall system of business safety and comfort to their customers. activities aimed at planning, pricing, The reason for using the Gojek promoting and distributing goods or motorbike shuttle service is because the services that satisfy the needs of both price is relatively cheap, ranging from Rp existing and potential buyers. According to 10,000 to Rp 15,000, which can reach the Sudaryono (2016) marketing is a public. In addition, the existence of this management process that seeks to Gojek rider is everywhere, the driver is maximize profits (returns) for shareholders friendly to his fellow riders but also by establishing relationships with key friendly to his customers, the service is so customers (valued customers) and creating competitive advantages. Marketing is a fast and the cleverness in driving his vehicle is not in doubt, besides that many business process that seeks to align the provide services that can be found with organization's human, financial and just one touch on media smartphone(Farida physical resources with the needs and et. Al., 2016). desires of customers in the context of competitive strategies. By using the Gojek application, Marketing Mix consumers can order Gojek Drivers to According to Kotler & Armstrong access all of these services. By entering the (2012) the marketing mix is a set of address to find out the cost of using the marketing tools used by a company to service. Use the "Use My Location" continuously achieve its marketing service to direct the driver to where the

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 41 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 objectives in the target market. In the company profits in the long run, through marketing mix there are a set of tools that increasing sales and increasing market are known in terms of 4P, namely product, share. The product strategy that can be price, place or distribution channel, and carried out includes decisions on product promotion, while service marketing has mix, brand, product packaging, product several additional marketing tools such as quality, and services provided. people), physical evidence (physical Second, pricing strategy. Price is the facilities), and process (process), so that it only element of the marketing mix that is known as 7P, it can be concluded that generates sales revenue, while the other the marketing mix is product, price, place, elements are just ordinary elements. The promotion, people, physical evidence, and role of prices is very important especially process. The understanding of 7P to maintain and improve the company's according to Kotler & Armstrong (2012) is position in the market, which is reflected in as follows: (1) Products (products), (2) the company's market share, in addition to Price (price), (3) Distribution (place), (4) increasing sales and company profits. In Promotion (promotion), (5) Means other words, pricing affects the company's physical (physical evidence), (6) people competitive ability and the company's (people), and (7) the process (process). ability to influence consumers. Marketing Strategy Thirst, distribution strategy. Distri- According to Kotler & Armstrong bution is the activity of delivering the (2012) marketing strategy is a mindset that product to the hands of the user or the will be used to achieve marketing consumer at the right time. Distribution objectives in a company, it can be about policy is one of the integrated marketing specific strategies for the target market, policies that includes the determination of positioning, marketing mix, and the marketing channels (marketing channels) amount of a marketing expenditure. and physical distribution. Tambajong (2013) states that a marketing Fourth, Promotion Strategy. Compa- strategy is a fundamental tool that is nies must try to influence consumers, to planned to achieve the company by create demand for the product, then developing competitive advantage through maintained and developed through promo- the markets entered and marketing tional activities which are one of the programs that are used to serve the target references / marketing mix. Promotions market. must be in line with the overall marketing Elements of Marketing Strategy plan, and planned to be well directed and One element in the marketing controlled. According to Tjiptono (2002) strategy is the marketing mix which is a promotion is a form of marketing commu- strategy run by the company which is nication meaning marketing activities that related to determining how the company seek to disseminate information, influence presents its product offerings in certain / persuade and or remind target markets for market segments, which are its target companies and their products to be willing market. There are four elements of the to accept, buy, and be loyal to the products marketing mix which are marketing offered by the companies concerned. strategies. The elements used as a According to Sistaningrum (2002) promo- marketing mix according to Assauri, tion is an effort or activity of a company in (2013) are as follows: influencing actual and potential consumers First, product strategy. The product so that they are willing to make a purchase strategy in this case is to establish ways of products offered now or in the future. and to provide the right products for the According to Kotler (2000) promotion is a target market, so that it can satisfy its part and process of marketing strategy as a customers and at the same time increase way to communicate with the market using

42 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 the promotional mix composition. This research uses a qualitative According to Lupiyoadi & Hamdani approach, with a knife analysis using (2006) promotion is one of the variables in netnographic studies. Qualitative research the marketing mix that is very important to is research that explains phenomena in the be implemented by companies in form of words and does not use numbers marketing service products. and does not use various measurements. Social media Qualitative research can be used in a According to Carr & Hayes (2015) variety of approaches, including: social media is internet-based media that ethnography, naturalistic studies, case allows users the opportunity to interact and studies, field studies, technical work, and present themselves, both instantaneously direct observation. This approach uses a and delayed, with a wide audience or not variety of methodologies that are that encourages the value of user-generated characteristic of qualitative research content and perceptions of interaction with (Hermawan & Amirullah, 2016). others. This method was chosen because of Digital Marketing this research, using the internet as a field According to Sanjaya & Tarigan of research. According to Kozinets (2010) (2009) digital marketing is marketing netnography is a research method activities including branding that uses specifically designed to study culture and various web-based media such as blogs, online communities. Netnographic websites, e-mails, adwords, or social researchers conduct ethnographic research networking. According to Turban (2004) on online culture. Virtual community digital marketing uses the internet and researchers use computer media that has information technology to expand and internet facilities and conduct data enhance traditional marketing functions. collection techniques in cyberspace, Gojek retrieve / download information from Gojek (PT Aplikasi Karya Anak websites related to research, conduct Bangsa) is an original technology company interviews via chat / email (electronic Indonesia that serves transportation interviews), observe virtual rooms through services motorcycle taxi. This (websites) as a gathering place members of company was founded in 2010 at Jakarta the virtual community. by Nadiem Makarim. Currently, Gojek has The writing of this article also uses been available in 50 cities in Indonesia. As the literature study method with a of June 2016, the Gojek app has been qualitative approach. The literature study downloaded nearly 10 million times on method makes it possible to test a Google Play on the operating Android hypothesis and develop new theories by system and has been available at App summarizing, analyzing, and synthesizing Store. Gojek also has a digital payment relevant literature groups (Denney & service called Gopay (Gojek, 2019). Tewksbury, 2013). Research Focus Youtube Focus of this research is the analysis Youtube is a website that facilitates of Gojek's marketing strategy through users to share videos they have, or to the social media YouTube. The focus of the extent that they enjoy various video clips study entitled Gojek marketing strategy uploaded by various parties. There are analysis through social media YouTube is various kinds of videos that can be with the 7P dimension: (1) Products, (2) uploaded to this site (Hermawan, 2019). Price, (3) Place, (4) Promotion, (5) People, (6) Processes, and (7) Physical RESEARCH METHOD environment. Data Type and Source

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Determination of Informant Techniques often used in qualitative research. Determination of research subjects in Conclusion. The author gives several small this study using purposive sampling conclusions before writing the final techniques (Sugiyono: 2011). The research conclusions clearly. subjects in this study were 20 netizens who commented on Gojek's Indonesian RESULTS AND DISCUSSION Youtube account related to the video Gojek Application Innovation Features marketing advertising Gojek. and Services Data Collection Through the Gojek application, users Primary data collection techniques can access various services. The features were carried out by observation and and services offered through the Gojek documentation. Researchers visit the application are as follows: Go-ride. Allows website and YouTube as a forum for users to go anywhere almost easily, interaction for members of the virtual quickly and simply. Users can order a Go- community. Observations were made on Ride with a distance of 30 km. Also great laptops and smartphones connected to the is that users can order Go-Ride services internet. Researchers study the beliefs, more than once at the same time. What a values and customs and behavior of certain user must do before ordering a Go-Ride communities or groups online. service is to make sure they are ready for Besides that, researchers also collect pickup. This makes it easier for drivers secondary data. The data source used in who will go directly to the coordinates this research is literature study by studying according to the order made. Ease of the journals, websites, online articles and other latest version of the Go-Ride application, media relating to the analysis of marketing users can chat directly with the Go-Ride strategies Gojek through social media driver through the chat feature in YouTube. application. Data Analysis Go-pay. An electronic money that Techniques of analyzing data users can use to pay for all financial qualitatively according to Miles & transactions through the Gojek application. Huberman (in Sugiyono, 2011), namely: Payments via Go-Pay can be done when Data collection. The netnographic the user places an order for Go-Ride, Go- procedure implements an ethnographic Car, Go-Box, Go-Credit and so on. In procedure that is observation-participation addition, Go-Pay can also be used to pay using internet media such as computers, for financial transactions online. Then, it smartphones, and social media. Data can also pay for transactions in stores, collection is done by observation, outlets and even restaurants that have been documentation, and literature study using registered as Go-Pay business partners by the internet in the form of journals, online scanning a QR code. How to use Go-Pay articles, Indonesian Gojek website, and for all Gojek services is very easy, that is, YouTube Gojek Indonesia. All data after the user completes an order, there will collected from various sources is read, be an option for payment methods, one of studied, and analyzed. Data reduction. which is Go-Pay. Then the way to top up Data reduction is defined as summarizing your GO-PAY balance is also fairly and retrieving essential and important data. simple, i.e. can use one of the following In reducing data, each researcher will be channels: (a) BCA OneClick, (b) Bank guided by the objectives to be achieved. transfer via ATM, SMS Banking or Mobile Data Presentation. In qualitative research, Banking, (c) Transfer via driver (Go -Ride, the presentation of data can be done in the Go-Car, Go-Food and Go-Shop), (d) form of brief descriptions and tables. Transfers through Alfa Group such as Narrative text is the data presentation most Alfamart, Alfamidi and Lawson, and (e)

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Pegadaian. While the Go-Pay balance limit order favorite menus again without the is different depending on whether it has hassle of starting from scratch using the been upgraded or not. If not, then the "Reorder" and "Favorites" features. maximum limit is Rp. 2,000,000. But when Go box. Users can use this feature it has been upgraded it can save a balance for the purpose of sending goods in large of up to Rp 10 million. quantities and sizes. There are many Go Send. Users can use this service choices of vehicles that can be tailored to if the user wants to send goods / packages the needs of user packages. The maximum in the same area. The maximum distance distance of the point of taking the package of the package pickup point is 100 km is 100 km from the distance the location of from the user's location point. Users can the user ordered Before the user makes an order Go-Send more than once. However, order, it must ensure that the package the before the user orders the Go-Send service, user is sending matches the following it must ensure that the goods / packages criteria: (a) For Pick-up cars The that the user will send have the following maximum volume body is 200 x 130 x 120 terms and conditions: (a) Dimensions 70 x cm and the maximum weight is 1,000 kg, 50 x 50 cm, (b) Not animals, (c) Not (b) Pick-up cars The maximum volume broken goods split, (d) Not prohibited box is 200 x 130 x 130 cm and the goods such as drugs, (e) Non-perishable maximum weight is 1,000 kg, (c) The Duct goods, (f) Maximum weight of 20 kg, and Truck The maximum volume is 300 x 160 (g) Not serving parcels of shipping to and x 130 cm and the maximum weight is from prison. To check the progress of 1,000 kg, and (d) Then the Duct Truck The packages that users have sent, you can maximum volume box is 300 x 160 x 160 immediately see the current position of the cm and the maximum weight is 1,000 kg. driver in the "Order" menu. Additionally, it can continue to check the Go-car. Users can use this service to progress of the user's shipment by meet the transportation needs of users and monitoring the location of the driver in the families that are safer, simpler, and easier. "Order" menu The maximum distance allowed when Go-credit. Users can use this service ordering a Go-Car is 100 km. By ordering to refill credit and data packages when a Go-Car, users are assured of getting a car suddenly run out. The trick is to enter the service with a maximum of 4 people ready User's Go-Pay pin when making a topup to take the user to their destination. In a transaction or data package. Don't forget to few moments, when a user orders a Go- update the application so you can use this Car, there is a possibility that the one who feature. The nominal price of pulses and comes to pick up is a Blue Bird taxi and data packages varies depending on the this isn't a problem. Before ordering this provider. Providers that have collaborated service make sure the position of the user with Go-Pulsa are Telkomsel, XL Axiata, and family is at the pick-up point to make Indosat, Tri, Axis, and Smartfren. it easier for drivers. Go-bills. This service offers users the Go-food. For users who are hungry convenience of paying various bills. Go- but lazy to go out can use the Go-Food Bills can also be used to buy digital service to order food within a maximum product vouchers directly from the radius of 25 km. Users can order food from application. Users can trade on Go-Bills by more than 100,000 restaurants and outlets using the balance the User has on Go-Pay. that have collaborated with Gojek. Services that can be paid for using Go- Interestingly, users can order food for Bills include PLN, BPJS Health, Google friends from different areas by changing Play Voucher Codes, Multifinance Bills, the user's location to the user's friend / Internet, Cable TV, PDAM, PGN, and family location. In addition, users can also GameVouchers.

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Go-shop. Is another alternative to users. With a professional technician, Go- Go-Food, i.e. if the food or product that the Auto can fix almost all problems such as User ordered is not available in the Go- car servicing, tune ups, changing batteries Food service. The maximum delivery or even just washing a user's car or distance must be within a 25 km radius of motorcycle. Don't forget to order Go-Auto the order point. You can be sure the if the user experiences an emergency on GOJEK driver will buy the goods the road anytime anywhere. according to what the user wants. Go-Shop Go-Glam. Users can use this service payment can use Go-Pay or cash. to fulfill the desire to look beautiful users. Go-tix. With this service the user is With this service, users can order beauty facilitated because it allows the User to experts directly to the user's home. Users order various kinds of entertainment can get complete treatments such as tickets such as concerts, theaters and other pedicure, manicure, cream bath, waxing, event tickets in the user's city. Additional and facial and hair care. All users can get fees charged for each ticket purchase is quickly and easily. IDR 5,000. Those who have an event can Go-Daily. This service offers to also partner with GO-TIX by registering fulfill all daily needs of users such as the event. There are 3 methods that users mineral water and LPG gas. All are served can use to pay for Go-Tix service by trained and professional employees. transactions, namely Go-Pay (make sure Go-fix. This service is specifically for enough balance before order), credit cards, helping all problems related to AC Users. and bank transfers. For every GO-TIX Trained and professional workers are ready transaction details, you can always check to repair, clean, and even move the user's "My Tickets". air conditioner. Go-Deals. Is a service that will Go-Laundry. Users can order provide special offers / discounts in the professional laundry services and free form of vouchers from various categories. shipping. Laundry costs can be measured For example food and beverages, e- at the price per kilo. Meanwhile, this commerce and lifestyle. Users can buy it service is only available at Jabodetabek with the balance the User has on Go-Pay. with business hours from 08.00 to 20.00 Go-Blue Bird. This is a service that WIB (Markey, 2018). will make it easier for users to order Blue Bird taxis. Users can travel easily and Segmenting, Targeting, and Positioning comfortably with taxis that have dozens of of Objects in the Indonesian Ojek highly dedicated fleets. Online Market Go-massage. With this service users According to Kotler & Keller (2012) can order experienced therapists directly to marketing strategies are based on the user's home. This of course will be segmentation, targeting, and positioning. refreshing after a tired day of activities. Segmenting is the process of classifying With this service, users can order therapist heterogeneous whole markets into groups services according to user needs such as or segments that have similarities in terms full-body massage, pregnancy massage, of needs, desires, behavior, and responses and even sports massage. to specific marketing programs (Kotler & Go clean. Is a service that users can Keller, 2012). Targeting is the activity of order to clean the user's home or office. determining the target market by selecting Cleaner comes from a professional person one or more segments to be served, and also serves clothes ironing, washing evaluating the attractiveness of each clothes, washing dishes and so forth. segment, and choosing the right target Go Auto. Users can take advantage to segments (Kotler & Keller, 2012). While solve all problems related to automotive positioning is a strategy that seeks to create

46 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 a unique differentiation in the minds of (Rizal, 2018). target customers, so that a product image is In segmentation based on consumer formed that is superior to competitors response, initially which is superior to (Kotler & Keller, 2012). According to competitors (Kotler & Keller, 2012). Lupiyoadi (2013) marketing and According to Lupiyoadi (2013) marketing promotion strategies will be effective if the and promotion strategies will be effective company understands its position in the if the company understands its position in market and meets customer needs. Market the market and meets customer needs. segmentation is dividing the market into Initially consumers thought of looking for groups of buyers which are distinguished transportation that provides a lot of according to their needs, characteristics, or convenience and benefits, so Gojek came behavior which may require different to answer it all, not only providing shuttle products (Kotler & Keller, 2012). There services but also personal shopping and are two segmentation approaches which instant couriers (Mahayuni, Purnawan, & are based on consumer characteristics and Cahyani, 2014). Currently Gojek controls based on consumer responses (Tjiptono, the personal shopping market with Go- 2014). Med, Go-Shop, and Go-Food. Compared Segmentation based on consumer to Grab, all three of these Gojek services characteristics shows that demographically have high performance. After the and socio-economically Gojek divides its acquisition with Uber, there was no market into several groups, namely the influence on these three services, because target group of employees, urban the personal shopping service in Uber was communities, and students. This grouping not well known to consumers. Gojek's of consumers can be seen from how Gojek marketing strategy provides special provides promos, in 2017. Gojek launches services by offering promo codes for promos that are divided into groups of customers with heavy usage through points consumers, namely: (a) In the group of that can be exchanged for a variety of employees get a discount promo on products and services (Rizal, 2018) working days around the office area. This Market segmentation is dividing the promo is given randomly by analyzing the market into groups of buyers which are big data available to Gojek consumers, (b) distinguished according to their needs, In the general public group, Gojek characteristics, or behavior which may provides promos on support services such require different products (Kotler & Keller, as Go-Food, Go-Clean, to Go-Massage, 2012). There are two segmentation and (c) In student groups , Gojek also approaches which are based on consumer provides promos based on where they characteristics and based on consumer study. Some promotions are very specific responses (Tjiptono, 2014). for trips to schools, campuses, and study Sumangunsong, Aprianingsih, & centers. Consumers in this group get big Magdalena (2017) explained that Gojek discounts (Rizal, 2018). consumer loyalty fluctuates in accordance In psychographic segmentation, with the promos available at Grab, Gojek targets middle and upper economic consumers usually switch for a moment consumers both men and women in the when Gojek competitors are holding a SES A, B and C. categories. Gojek also discounted month. Furthermore divides consumers into middle and upper Sumangunsong, Aprianingsih, & lifestyle groups, namely: (a) In society Magdalena (2017) explained that Gojek urban, Gojek only gives promos on customer loyalty is strongly influenced by discounts using Go-Pay, in contrast to price. As a technology company that is Grab and Uber where urban promos use a closely related to modern concepts, Gojek discount code based on the place of order targets a very specific market, namely

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 47 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 consumers who are in the productive age, other media tools. Browse. Gojek services know how to use smartphones and the have their own management, and the internet, are in the middle and upper personnel involved are provided with basic classes and have high mobility. The training and a separate recruitment system. selection of target consumers based on the Process. To obtain Gojek services, analysis of Wahid & Puspita (2017) is very customers can use the available online appropriate, because in this group of Gojek application, and specify the desired consumers the quantity is increasing and location (destination and pick-up place) so financially is at a peak condition which that it will facilitate the process of Gojek makes it easy to reach Gojek products. online services. Physical Evidence. The Positioning includes the design and physical form of Gojek is green-white offering of a company's image so that the transportation and a helmet that reads target market knows and attaches "Gojek" (Farida et. al., 2016). importance to the company's position in the eyes of competitors (Tjiptono, 2014). Gojek's SWOT Analysis Gojek's slogan portrays Gojek's SWOT analysis is a way to analyze positioning in the market, in line with the Gojek company's marketing strategy in its slogan "An Ojek for Every Need", Gojek internal and external environment, which ensures that every consumer's needs can be aims to detect and formulate policies that met by using Gojek. This is supported by are strategic for the company. The the launch of other services besides implementation of the strategy for the field transportation services, such as delivering of marketing functions is started by goods, buying food, buying medicine and considering the marketing mix, namely other things related to couriers. But in its products, prices, distribution channels, and development, Gojek then provides other promotions. The mix of the marketing services that are in accordance with the elements must be right and the plans of daily needs of consumers such as cleaning each element must also be right the house, servise vehicles, to massage and (Yuliantari, 2017). others (Rizal, 2018). Marketing mix is a variable that can Implementation of 7P Gojek Marketing be controlled by a company organization to Implementation of 7P marketing on make adjustments to the target market or online Gojek services can be outlined as affect the target market. Companies must follows: Product. Gojek online provides a develop strategies by synchronizing package of shuttle services both in the elements of the marketing mix to achieve form of goods and people, where similar the same goals. The marketing strategy services in other businesses are still starts with analyzing the overall situation fragmented, such as only to deliver goods, of the company. Marketers must conduct a but not for human transportation, or vice SWOT analysis, by assessing: (1)Strengths versa. Price. The price system offered is (S), (2)Weaknesses (W), (3) Opportunities relatively cheaper, more open, and has the (O), and (4) Company Threats (T) overall same standard based on the distance (Kotler & Armstrong, 2008). Analysis of traveled, so customers can predict the the data used to solve the problem are as possible costs they will incur. Place. follows: Online ojek services are everywhere, so Strengths (S), namely: (1) The they are easy to get. Promotion. Gojek pioneer of online motorcycle taxi service online uses promotional tools in the form in a country with a memorable brand, (2) of applications that can be downloaded on Besides sending customers to their the commonly used personal destination, as a courier who delivers communication tools (smartphones) and goods, also shopping and Go-Food they also promote their services through services to buy goods / food particular, (3)

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The ease of ordering through online can be (4) Motorcycle taxi drivers often get from a smartphone, (4) No need to worry threats or attacks from traditional about change or carrying cash with Go-Pay motorcycle taxis (Yuliantari, 2017). via ATM, mobile banking, from BCA, BRI Bank, and Bank Mandiri, (5) Drivers there Implementation of the Gojek SWOT are already more than 200 thousand Strategy drivers, (6) Drivers and partners get health After analyzing the external and and accident compensation, (7) Goals that internal environment, it can be formulated give bonuses to drivers who are diligently into a SWOT analysis that describes each looking for customers, (8) Gojek is not of the strengths, weaknesses, opportunities bound by work contracts as in the and challenges of PT Gojek Indonesia. company in general, ( 9) The marketing Based on internal strengths and fleet has been adequate, (10) The price of weaknesses as well as external services is affordable and competitive, and opportunities and threats, four sets of (11) Remain concerned with the quality of strategic alternatives that can be taken by service (Yuliantari, 2017). PT Gojek Indonesia's managers in facing Weakness (W), namely: (1) There is increasingly competitive competition are a "naughty" Gojek driver, (2) The as follows: application is often error (especially at rush Strengths-Opportunities strategy, hour), (3) Security of the Android namely:(1) Maintain and improve the operating system is a system that is very quality of service in service to customers. easily modified and has many security PT Gojek Indonesia is the pioneer of holes, and (4) Driver rejection of online motorcycle taxi service in Indonesia performance appraisal systems set by with a brand that is easy to remember. It is management that is not transparent known for its strong brand image and has (Yuliantari, 2017). good quality. Therefore, by maintaining Opportunities (O), namely: (1) Has a and improving the quality of service, potential market for growth, (2) Gojek has consumers will not hesitate to use the officially operated in 15 major cities in services of Gojek and (2) Market Indonesia and will continue to grow, (3) development in all circles. PT Gojek Partnering with around 200,000 Indonesia is a pioneer in providing experienced and trusted motorcycle taxi professional motorcycle taxi services. drivers in Indonesia, (4) The community's Trying to offer a factor of speed, safety, need for two-wheeled vehicle and comfort for its customers. Gojek can transportation services is increasingly high, provide transportation services at low (5) The patterns of behavior and tastes of prices that are needed by the community consumers that are increasingly developing both employees, the general public and from conventional transportation services students / students (Yuliantari, 2017) to online transportation services, (6) Weaknesses-Opportunities Strategy, Online application technology that namely: (1) Control of Gojek drivers. PT continues to grow, and (7) Jobs Gojek is Gojek Indonesia gives the driver a chance considered to be more profitable than to make three mistakes. That is, if the office work (Yuliantari, 2017). Gojek driver gets three yellow cards, PT Threats (T), namely: (1) More and Gojek Indonesia will terminate the contract more similar businesses are established, (2) with the driver. Violations that are Competitor prices are cheaper for some rewarded with a yellow card from PT similar services, (3) Both Gojek and Gojek Indonesia are usually concerned GrabBike both equip drivers with a green with protests and poor ratings from jacket and a logo on a helmet that is almost customers such as "Drivers who like similar. This can confuse the customer, and speeding, do not use Gojek attributes, and

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 49 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 are not friendly". Meanwhile, a red card is important in determining how far a service given to drivers who commit criminal acts is valued by consumers and the image and submit their solutions to the police, (2) development process. Pricing also gives a The method of communication between PT certain perception in terms of quality. In Gojek Indonesia and the driver should be this case, PT Gojek Indonesia sets a fairly better. Gojek drivers as partners, but have cheap tariff for its service users so that never been involved in decision making. consumers who used to use a motorcycle Gojek drivers do not have a formal taxi then go to Gojek, (3) Provides many organization that can help them talk to PT benefits for consumers. After popping up Gojek Indonesia's management. Building a competitors who were almost similar to representation body can help drivers Gojek. Gojek did several ways to keep mediate conflicts that can arise in the Gojek in existence among Indonesian future, and (3) Improve existing people. Gojek adds services that can applications. This application is not provide many benefits for consumers as completely perfect, there are still many seen from the various service features bugs that need to be fixed, thus offered by Gojek such as Go-Send, Go- overcoming problems arising from the lack Ride, Go-Food, Go-Mart, Go-Box, Go- of existing applications that can harm Clean, Go-Glam, Go -Message, and Go- drivers and consumers (Yuliantari, 2017) Courier. So, now Gojek does not only The Strengths-Threats Strategy, serve the community shuttle but Gojek also namely: (1) Developing the helps consumers in delivering and picking competitiveness of PT Gojek Indonesia up goods, buying cinema tickets, food can create the impression of the best delivery so that consumers do not need to service by providing more varied products leave the house and queue free. This is that naturally follow the tastes of the certainly an advantage for PT Gojek market. With the slogan An Ojek for Every Indonesia compared to other companies so Need, PT Gojek Indonesia not only that it can be said that this is very spoiled provides passenger transportation for consumers. In fact, PT Gojek Indonesia transportation services, but also provides plans to work with the government so that courier services for shipping documents Gojek can join or collaborate with and goods, shopping services, and Go- TransJakarta. The new service that will be Food for food delivery messages. PT issued is Go-Busway. This was done in Gojek Indonesia launched the Go-World order to help busway riders and service that offers three new services, passengers. In terms of scheduling and namely: Cleaning services for cleaning checking the readiness of the fleet then houses or offices; Massage services for call looking for a motorcycle to be more timely massage; and beauty services like a mobile to the office, and (4) Adding a strategy in salon. All types of services can be ordered the promotion of services. To further by customers through the application. PT introduce Gojek services, advertising Gojek Indonesia hopes that the launch of media are needed using internet, social this service can erode the unemployed who media, brochures, radio, direct selling, have expertise but find it difficult to find events, media partners, and also through work, make it easier for customers who are traditional marketing such as word of left behind by their maid, make it easier for mouth publications. Gojek itself is already everyone to have relaxation and beauty very familiar among artists so that in this services without having to go to a spa or case Gojek utilizes artists as brand salon, (2) Establish rates that reasonably ambassadors to attract consumers priced for service users Pricing activities (Yuliantari, 2017). play an important role in the marketing Based on the results of research on mix process. Pricing decisions are very the strategy of PT Gojek Indonesia in

50 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 accordance with the theory according to with the overall marketing plan, and Assauri (2013) regarding the Elements of planned to be well directed and controlled. Marketing Strategy that one element in the According to Tjiptono (2002) promotion is marketing strategy is the marketing mix a form of marketing communication which is a strategy run by the company meaning marketing activities that seek to which is related to determining how the disseminate information, influence / company presents its product offerings in persuade and or remind target markets for certain market segments, which are its companies and their products to be willing target market. There are four elements of to accept, buy, and be loyal to the products the marketing mix which are marketing offered by the companies concerned. strategies. The elements used as a According to Sistaningrum (2002) marketing mix according to Assauri, promotion is an effort or activity of a (2013) are as follows: company in influencing actual and Product Strategy. The product potential consumers so that they are strategy in this case is to establish ways willing to make a purchase of products and to provide the right products for the offered now or in the future. According to target market, so that it can satisfy its Kotler (2000) promotion is a part and customers and at the same time increase process of marketing strategy as a way to company profits in the long run, through communicate with the market using the increasing sales and increasing market promotional mix composition. According share. The product strategy that can be to Lupiyoadi & Hamdani (2006) carried out includes decisions on product promotion is one of the variables in the mix, brand, product packaging, product marketing mix that is very important to be quality, and services provided. implemented by companies in marketing Pricing Strategy. Price is the only service products. element of the marketing mix that generates sales revenue, while the other Implementation of the Strategy and its elements are just ordinary elements. The Implications role of prices is very important especially Implementation of the strategies and to maintain and improve the company's implications of the Object are as follows: position in the market, which is reflected in Penetration strategies by: (1) the company's market share, in addition to Continue to innovate for improvement. increasing sales and company profits. In Internal IT systems by utilizing the many other words, pricing affects the company's new applications available with the competitive ability and the company's development of a contemporary nature, ability to influence consumers. where consumers of Gojek service users Distribution Strategy (Distribution). will not only be able to know the point of Distribution is the activity of delivering the existence of Gojek / Go-How to pick up, product to the hands of the user or the travel routes, estimated pickup times, consumer at the right time. Distribution tracking call drivers, including costs travel, policy is one of the integrated marketing but with this innovation, consumers will be policies that includes the determination of able to order a motorcycle for a certain marketing channels (marketing channels) time in the future (not now) for example to and physical distribution. go to customer tomorrow, receive proof of Promotion Strategy. Companies payment by electronic mail. This needs to must try to influence consumers, to create be done in addition to counter opposition demand for the product, then maintained from its competitors, as well as to maintain and developed through promotional the high interest of people who know them activities which are one of the references / as providers of transportation services that marketing mix. Promotions must be in line are transparent, safe, cheap, effective. So

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 51 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 that the position of Gojek as a leader in the partners. With regard to the frequent field of online-based transportation occurrence of driver partner buildup, services can be maintained, (2) To achieve Gojek can also create similar applications, this, Gojek needs to improve the quality, only the function is more focused on loyalty, and performance of all employee detecting driver buildup points and components by sending them to study, distributing them to wet spots (many training, and bring in consultants in the service requests) but lonely drivers. With field of Tech Business, so as to create new the creation of this new system, the Gojek service ideas, this strategy needs to be driver partners are more flexible in done in addition to spurring the creativity providing services, without having to wait and productivity of all employee in a queue, which is likely to be quite long. components as well as to anticipate intense If this system is realized, drivers' income competition in the transportation business. will increase and their loyalty and solidity As you well know, Gojek is a pioneer in towards Gojek will also increase, (5) the field of online-based motorcycle taxi, if Educating the public about the importance no serious anticipation is made, it will be of technological benefits and promoting vulnerable to the opposition of its them if Gojek's services are not only a 2- competitors, especially the resistance made wheeled transportation mode but also a 4- by Uber and Grab, (3) Form a special wheeled transportation, including other marketing team by educating drivers to services such as GoRide, Go-Car, Go- develop relationships personal with the Food, Go-Send, Go-Mart, Go-Box, Go- customer where the customer has the right Massage, Go-Clean, Go-Glam, Go-Tix, to determine / choose the driver in Go-Busway, Go-Pay, Go-Med , Go-Auto accordance with the desired characteristics and the latest is Go-Pulsa. This promotion and criteria. This strategy needs to be done needs to be continuously carried out by because Gojek has a wider network of Gojek, especially promotions aimed at drivers with good service quality people who are not yet tech-savvy. They management such as: usability, need to be made aware if Gojek makes it responsiveness, assurance, empathy, and easy for them to provide transportation tangibility. With this strategy, consumers facilities. The principle works simply, how will not only be able to easily get consumers can easily get transportation transportation services using only the just by using the cellphone they have. This cellphones they have, but they can also be application works by determining served by drivers they are very familiar coordinates using the Global Positioning with, (4) Creating special applications that System (GPS) to detect the presence of can be used to manage and improve consumers and determine pickup locations services for partners A driver is an and intercompany locations. With this application that can detect driver buildup system, driver partners can easily approach points and distribute them to wet spots consumers precisely and precisely because (many requests) but few drivers. The their location has been determined based application working system is almost the on GPS. same as the application created by Gojek Market and product development when facing the problem of the widespread strategies by: (1) Expanding the use of Go- use of fake GPS applications or "Tuyul" by Pay to control more retail both online and rogue driver partners. Responding to this offline. By optimizing the benefits of Go- problem, Gojek immediately developed a Pay which will be operated like an e-wallet new system that can detect the presence of in general, such as Sakuku or Doku. Which fake GPS on mobile phones, as well as becomes a means of payment in a number announcing the implementation of the of e-commerce and offline for merchants "Delete Tuyul" policy to all driver who have joined the Gojek service.

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Through Go-Pay, customers don't need to current income as Opang. With frequent worry anymore when paying for various invitations like this, the marginal Gojek services. Because with Go-Pay, communities that have not been touched by customers and partners will not be Gojek services can be well served, (3) bothered in finding change. With Go-Pay, Creating a Cause Related Marketing transactions of non-cash financial services program, a program that combines Gojek are easier, more convenient and secure. marketing and its concern for social reality Moreover, customers who do not have a in the community. This program can be bank account can still use Go-Pay. This is done by Gojek by involving non-profit because one way to top-up Go-Pay is organizations that care about social reality. through a driver partner. Besides with Go- The form of the program can be in the Pay, now customers can also make cash form of every Rp 10,000, - paid by withdrawals and balance transfers between consumers when enjoying Gojek services, Go-Pay users. What needs to be taken into then Rp 1,000, - will be donated to non- account Gojek is how the money planted profit organizations for activities (eg by custumer in an electronic wallet really improving the quality of clean water, gives added value. Because, so far most e- improving community nutrition, wallet players do not offer interest or preventing cancer, etc.). With this program yields for the remaining balance. Thus, customers who use the Gojek service will many consumers think that if their e-wallet automatically also contribute to the Cause is not used, the value of the money that Related Marketing program. There are they have deposited in the e-wallet will several benefits obtained by Gojek by continue to decline due to inflation. implementing this program, namely: Can Another thing that needs to be taken into improve the company's reputation; Can account by Go-Pay is a matter of e-wallet attract press attention to cover; Can transfers. So far, customers can only introduce them or products to be more transfer funds to other e-wallet users. So it widely known; Can increase customer does not provide flexibility for consumers loyalty; and can increase sales (Theaker, to transfer each other to a different e- 2001). wallet. Likewise with a limited e-wallet Integration strategy, which is done balance, which is a maximum of IDR 10 by: (1) Forward integration strategy by million. For this reason, if Go-Pay wants to forming a special marketing team by fight in the e-wallet market, the various involving drivers to serve corporate considerations above must be properly customers who want to join their services. executed, so that Go-Pay can provide This strategy needs to be done because differentiation for digital businesses, (2) many large corporations that for the sake Extending the distribution reach to of transportation of their employees, rent peripheral areas by means of expanding cars in large numbers. If this condition is cooperation and collaboration with done seriously by Gojek's marketing team Regency / City Governments in improving by providing its own interface and features public services, especially in transportation that make it easy for corporate customers services and socializing with pangkalan to optimize the use of Gojek's services, taxi drivers (Opang) with the aim of especially Go-Car and Go-Send, it will providing an explanation if Gojek is certainly bring great reliability and benefits present not as a threat to them (Opang), but for Gojek, (2) Strategy horizontal Gojek is present wanting to invite integration by collaborating with all parties cooperation and make Opang a partner for considered as Gojek's strict competitors, Gojek, because if the base motorcycle taxi such as the partnership that Gojek drivers are willing to join, then the benefits currently has with Blue Bird. The form of they get will be far greater than their partnership is in the form of application

p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) 53 Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 integration that allows Gojek users to order Gojek Indonesia are: First, Advertising is the Blue Bird taxi fleet through the Go-Car related to marketing strategies carried out service. There are 2 forms, namely in the by marketing in increasing consumer brand Gojek app, the Go-Blue Bird sub- awareness of the services owned by PT application is provided, which facilitates Gojek Indonesia through the use of whoever the consumer wants to order a advertising media such as brochures, x- Taxi with a Blue Bird tariff (not a Gojek banners, roll banners, banners and tariff) and makes the Taxi Blue Bird a part merchandise. Second, Sales promotion in of the Go-Car service, where consumers the marketing sales promotion strategy has those who ordered a Gojek could be the car several sales promotion strategies in that picked him up not a private car, but a increasing the brand awareness of PT Blue Bird Taxi, but at a Go-Car rate (not a Gojek Indonesia such as the Promotion Blue Bird fare) (Sudarmadi, 2018). In Code given to new consumers / new addition to partnering with Blue Bird, the downloaders of the Gojek application. horizontal integration strategy undertaken With this promotional code, consumers can by Gojek is by acquiring Kartuku, use it as a balance that can later be used to Midtrans and Mapan. This is done by pay for the Gojek services for free and Gojek as a strategic step in strengthening marketing Gojek provides free the Go-Pay foundation in the Indonesian transportation (free shutle), free Fintech industry. This acquisition will be a transportation is usually given when leap in Gojek from a company that initially attending events that sometimes the event only became a transportation service location is far from the venue. This is done provider, becoming a company that also to attract consumers to get used to using mastered multi-platform technology that the services of Gojek. Third, Direct focuses on digital payments (Arifin, 2019). marketing, in conducting direct marketing programs, Gojek marketing uses social Gojek's Marketing Strategy media as one of the marketing tools that Farida et. al. research (2016) states plays an important role in branding a that Gojek is the top of mind for online Gojek company and its services. By using motorcycle taxi consumers in Indonesia, social media the marketing can post Gojek has a higher market share compared promotions offered by the company or to Grab because Gojek's marketing activities carried out by ojek employees. strategy that forms a service brand is The social media owned by PT Gojek strong. This finding is supported by Indonesia are Youtube, Instagram, Vidyastuti's research (2016) which also Facebook Fanpage, Twitter, Website, and found that Gojek's marketing strategy Google AdWords. Fourth, Publication / made consumers replace the word online Public Relations, marketing programs motorcycle taxi with the brand name carried out by Gojek marketing in "Gojek" (Rizal, 2018) communicating the company's brand to the Various attempts were made by public is to take advantage of offline Gojek to market its products including events held such as attending Jazz marketing public relations strategies such Festivals and others. The things done at the as Go-Pay discounts, Gojek memes, event such as opening a Gojek boat / stand, nationalism campaigns, and Indonesian distributing promotional material league endorse. Utari & Sharif's findings (brochures / flyers), inviting event visitors (2016) explain that marketing strategies to download the application and educating through Go-Point increase repurchases of visitors about how to use the application. Gojek consumers (Rizal, 2018) In addition to organizing events, the According to Gde & Dalem (2017) marketing of Gojek also cooperates with the marketing strategies adopted at PT several hotels by providing special

54 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 discounts for Gojek users who stay at the but the distance limit is determined. There hotel. are also promo discounts up to 20 thousand rupiah to order food in any restaurant. Plus Gojek Business Strategy Management a discount voucher at a particular cafe or Overview of Gojek restaurant, so customers can get cheaper When it was first formed, Gojek was a prices than usual. Promo is one part service call center to help prospective ofstrategy marketing (Grapadi, 2019). customers find motorcycle taxi drivers. Through text messages and telephone calls Management Model Another manually, the company also cooperates Thing that is no less important in a with the motorcycle taxi base. But this startup culture is adapting solid products apparently did not make it experience and services to demand. So in its business development. So when Grab and Uber practices, Gojek establishes three entered Indonesia in 2014, then the strategies, namely innovative, dynamic, company made by Nadiem Makarim and maximizing opportunities in the digital improved the system to attract investors. age. Nadiem Makarim, as the founder, has As a startup made by the children of the a different angle on how to develop a nation, Gojek received extraordinary business. He believes that each team leader appreciation from the people of Indonesia. has their own way of managing, as long as They also received funds from one of the they reach their targets. So the approach giants from China, Tencent, amounting to leadership-based Freedom and Respon- 16.8 billion rupiah. Until now, many sibility can generate new ideas. The awards were obtained, such as the winner combination of capacity and mobilization of the Fintech Award by Bank Indonesia, resource from stakeholders and a and the Asian of the Year Award from The collaborative and exclusive organizational Strait Times (Grapadi, 2019), style makes the Gojek ecosystem more dynamic and ready to face intense Driver Recruitment competition (Grapadi, 2019). Successful is widely known, in January 2015 Gojek recruited 10,000 Features and Cooperation drivers and still has a target the following Successful with transportation online, year. In addition, there are also some Gojek then added new features amid people who deliberately applied to become intense competition. Not just offering ride- drivers. Increasing the number of drivers is sharing app services, several other the target of Gojek to expand the market to facilities that are interesting and easy for remote areas. Running simultaneously, the the public such as Go-Car, Go-Food, Go- company also improves service quality by Mart, Go-Box, Go-Glam, Go-Clean, Go- paying attention to safety. To make this Massage, Go-Tix, and Go-Med. With these happen, it was decided to work with Rifat features, in 2016 Gojek experienced an Drive Labs (RDL). There the drivers get increase in the number of drivers, namely safety training. RDL has also prepared 250,000 two and four wheels, 3000 service insurance for its drivers and passengers providers, and 35,000 Go-Food merchants. (Grapadi, 2019). Managing business with this system, they create a culture of reciprocity that is Promos for Consumers Promotional mutually beneficial. Blue bird, one of Programs are an effective way to Gojek's strong competitors, finally joined attract potential customers. This is a way to and became a partner. Logistics companies introduce broader services. Consumers are also participated join, so that they could more profitable because only by paying improve service. This method is a win-win 10,000 can be delivered to any destination, solution that creates healthy ecosystems

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(Grapadi, 2019). service and are also able to provide recommendations according to the needs Pricing Strategy of users on each type of service in the One of the strategies marketing application. Of course this new promo implemented by Gojek is to determine raises people's curiosity. People then came tariffs. This aspect is just as important as to know that Gojek is a transportation tool thinking about further expansion because that can be ordered online. Then people from there consumers can judge whether want to try it, so that now Gojek has been these services are good or not. Pricing rates widely used. So, there is an innovation can also be a benchmark or build an image. "Gojek Your Version" spread by Youtube Concerning the price, the company has a as a new mass media (diffusion) and then stapenggunard that is cheap enough to used by the community (adopter) make regular motorcycle taxi users go (Soelistyowati, 2018). online (Grapadi, 2019). Jo & Jek Introducing Ad Strategy on Marketing Strategy: "GoGo Your Youtube Version" Promo One of the promos introduced by PT Gojek Indonesia is "Gojek Your Version". To be able to benefit from this promo, application users must firstupdate the Gojek application. Then, on the home page of the application, click the "Other" button in the lower right second row of the front page and press edit. As a variation, this promo was introduced in the form of Figure 1. Image of Jo & Jek Introducing three versions, namely the Gozali version, Ad the version, Announcer Cinema, and the Source: Youtube Gojek Indonesia (2020) Kunti version (Soelistyowati, 2018). The current communication Gojek is one of the technology situation is in line with the theory of companies that uses advertising as its innovation diffusion introduced by promotional media. The advertisements Lazarsfeld, Berelson, & Gaudet (1944) themselves are no exception Introducing Jo who say that the communicant who gets & Jek is the result of hard work from his the message from the mass media is very creative team, namely Gojek Creative strong to influence people. Thus, Labs. Advertising Introducing Jo & innovation (discovery) that is spread Jek'sitself takes the topic of a driving guide (diffusion) through the mass media will demonstrated by Jo (customer) and Jek strongly influence the mass that follows it (partner). The first time it aired on January (Nurudin, 2007). If the explanation of this 20, 2019 on Youtube, the ad was present theory is translated into daily life on the basis of an open letter from partners (Soelistyowati, 2018). to the Founder & CEO of GOJEK Group, At present, the internet is very Nadiem Makarim to make a socialization aggressively advertising Gojek, of the use of helmets to customers specifically advertising the "Gojek Your The letter received a response from Version" promo through the social network Gojek by presenting advertisements with Youtube, where users of the Gojek characters Jo and Jek to invite the audience application can adjust the service menu to drive with discipline in accordance with available on the application based on the applicable rules while promoting safe and level of intensity of user needs in each

56 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 comfortable Gojek services (Swastika, according to the rules in force in Indonesia 2019) (Swastika, 2019). Creativity in the packaging of The purpose of making advertising advertisements Introducing Jo & Jek'sthat must be able to inform, persuade and are light and The humorist stole the hearts remind buyers about the products offered of netizens. This also caused within a by the company through the advertising relatively short period of time, his media. To be useful for companies in advertisement which lasted for four carrying out marketing functions, minutes and six seconds was successfully advertising must be flexible, stable, watched more than 5.5 million times, liked sustainable, and simple, and easy to by 18 thousand viewers, and received understand. This requires analysis, approximately 1.5 thousand comments as forecasting, and development of the of May 6, 2019 ( Swastika, 2019) advertising business by considering The concept ofadvertisement everything making advertising as a Introducing Jo & Jek'sis a driving guide, so continuous process. it is not surprising that there are some Advertising activities must be traffic rules to support the safety and safety evaluated to find out whether they are of motorists (Swastika, 2019). clear, easy to understand, and accurate and The first scene shows the audience, right on target. Advertising also needs to including partners not to transport its pay attention to the principles of passengers incorrectly because it is comprehensiveness, unity, and dangerous. The next scene is the provision consistency. Cost effectiveness concerns of helmets made by Jek (partners) to Jo the time, effort and emotional flow of (customer). This scene indirectly gives an achieving the advertisement. Then impression that Gojek cares about the advertising must also consider aspects of safety of the customer (customer). This is the responsibility for the implementation evident from the moderator's sentence that of these advertisements and responsibility reads, "If you have met the passenger, give for the implementation of advertising him a helmet and fasten the belt". This is activities. So that all advertising activities to show and emphasize that the use of that have been carried out will be on time helmets is basic but essential in driving, as planned. If the purpose of advertising not only to protect the head but also can be achieved, by first selecting the hearing aids (Swastika, 2019). appropriate media and making a budget for The next scene also indicates Gojek's advertising activities, then an adver- concern through partners who want tisement can be said to be effective. The customers to be able to drive safely and effectiveness of advertising can be comfortable by tightening the seat belt on measured using the EPIC Model. The the helmet. This is to anticipate the EPIC model consists of four dimensions as unexpected things in driving on the follows: (1) The empathy dimension, (2) highway. One of the rules contained The persuasion dimension, (3) The empty inadvertisement is Introducing Jo & dimension, and (4) The communication Jek'srelated to driving speed. Although dimension (Swastika, 2019). using other safety such as helmets, speed problems also greatly affect the safety, Netizen Opinions on Gojek Promotion comfort, and safety of motorists and Advertising Strategy on Youtube passengers. In the advertisement, described Youtube Go Indonesia already has a racer who drives using a helmet with a 128 thousand subscribers. Gojek's speed of 15km / hour. It aims to give an advertising video titled "Introducing Jo & example to the audience to be able to drive Jek" until June 11, 2020 has been watched 5.7 million times since it was launched in

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2019. Get as many as 21 thousand likes tisements that not only did not I skip, but I and as many as 1,499 comments, almost all traced until the channel. Goodjob Gojek". of which have positive comments on the ad According to the Deavy Try Ayu account:" video as some of the following comments: Ads that are genius & severe educative, the According to Rahmatbs account: "The best message is very good to consumers, salute ads I've ever seen". According to the Cyber the creative team of Gojek". According to Crime account: "This is what I called Yoga Ramadhan account:" This is a classy advertisements, no alay, no lebay, good". advertisement". According to the Electra According to Saychan Chan's account: "I Pandoro account: "I love this. This good think I've watched more than 5 times this content over here". Thus, based on the ad until after. LOL Good job Gojek". results of the above research it can be seen According to the Heykal Audah account: that Gojek's marketing strategy utilizes the "Classy + ga monotonous ads. It's not like internet as a means to promote the services "Users really have to know to pay using offered. The promotion process is very Sopo for only 1 rupiah. Terms and intensively carried out by the Gojek Conditions apply. LOL". According to an Company, one of them through social account Black: "Ad youtube Gojek skip media, especially YouTube. With the my first ga and I watch" reset. “According sophistication of advertising done through to the Gilang Fidriansyach account: "Who social media, users will automatically be is the video producer who is cool when the treated to various promotions from the message gets, is entertaining, and is fresh". Gojek Company when opening its social According to our Galaxy account: "Crazy media pages. This strategy is very ... This ad is awesome. Not Alay". appropriate because almost the entire According to the Astreaprime account: process of purchasing a Gojek service is "How did you make a good commercial? done in a smartphone application, this Go-Jek: Yes". According to the Reygha means that the potential customers targeted account: "Happy Gojek. This is the first are in accordance with the audience of Youtube ad that I watched after without advertisements installed. skip, whatever the ad 5 seconds definitely skip, but not this one". According to Zulfa CONCLUSIONS AND RECOMMEN- Asfihani's account:" The only ad I wait for DATIONS and I never skip? Champion!". According Conclusions to Jan Nugroho's account: "What are you Conclusions from this research that watching watching ads, usually discs". the implementation of marketing 7P on According to Pras_Tya account: "Now this Gojek online services can be broadly is just the quality advertisements that I'm described as follows: (1) Product. Gojek looking for in Indonesia, hopefully other online provides a package of shuttle ads are also funny like this". According to services both in the form of goods and Dody Hulk Prawato's account: "Wedus, people, where similar services in other gojek are always smart for the concept of businesses are still fragmented, such as entertaining advertisements like this, only to deliver goods, but not for human insane creative team of adverts". transportation, or vice versa, (2) Price. The According to the Radar Emien account: price system offered is relatively cheaper, "Fun and entertaining video, steady soul". more open, and has the same standard According to Chandra Danuarta account: based on the distance traveled, so that "Quality ads". According to the Fajar customers can predict the possible costs account Imani Firdaus: "The ad is they will incur, (3) Place. Online online entertaining. Mantaps Gojek ". According taxi services are everywhere so they are to the account of Mehdy easy to obtain, (4) Promotion. Gojek online Noermohammed:" One of the adver- uses promotional tools in the form of

58 p-ISSN: 0854-1442 (Print) e-ISSN: 2503-4464 (Online) Media Ekonomi dan Manajemen, Volume 36 Issue 1, January 2021, 39-61 applications that can be downloaded on the commonly used personal communication REFERENCES tools (smartphones) and they also promote Anindhita, W., Arisanty, M., & their services through other media tools, Rahmawati, D. (2016). Analisis (5) People. Gojek services have their own Penerapan Teknologi Komunikasi Tepat management, and the personnel involved Guna Pada Bisnis Transportasi Ojek are provided with basic training and a Online (Studi pada Bisnis Gojek dan separate recruitment system, (6) Process. Grab Bike dalam Penggunaan To obtain Gojek services, customers can Teknologi Komunikasi Tepat Guna use the available online Gojek application, untuk Mengembangkan Bisnis and specify the desired location Transportasi). In Prosiding Seminar (destination and pick-up place) so that it Nasional INDOCOMPAC, 1-3. will facilitate the online Gojek service Arifin, Z. (2018). Strategi Bersaing Gojek process, and (7) Physical Evidence. The di Tengah Ketetnya Persaingan Moda physical form of Gojek is green-and-white Transportasi. Arthavidya, 20(2), 1-29 transportation and a helmet that reads Assauri, S. (2013). Manajemen Pema- "Gojek" saran. Jakarta: Rajawali Pers. Youtube Gojek Indonesia already Carr, C. T., & Hayes, R. A. (2015). Social has 128 thousand subscribers. One of the Media : Defining, Developing, and promos introduced by PT Gojek Indonesia Divining. Atlantic journal of is "Gojek Your Version". where the Gojek communication, 23(1), 46-65. application user can set the service menu Clearesta, I., Angelina, G., & Wiradharma, in the application based on the level of G. (2015). Pengalaman Konsumen intensity of user needs in each service. Terhadap Layanan Gojek di Kota Besides that, creativity in the packaging Jakarta: Studi Kualitatif Deskriptif. ofadvertisements Introducing humorous Jurnal Komunikasi dan Bisnis, VI(1), and humorousJo & Jekhas stolen the hearts 70-80. of netizens, which until June 11, 2020 has Denney, A. S., & Tewksburry, R. (2013). been watched 5.7 million times since it How to Write a Literature Review. was launched in 2019. Get as many as 21 Journal of criminal justice education, thousand likes and as many as 1,499 24(2), 218-234. comments, almost all of which have Farida, I., Tarmizi, A., & November, Y. positive comments on the video ad. (2016). Analisis Pengaruh Bauran Recommendations Pemasaran 7P terhadap Kepuasan Recommendations in this study are Pelanggan Pengguna Gojek Online. expected to Gojek to continue to innovate Jurnal Riset Manajemen dan Bisnis in making video advertisements on (JRMB) Fakultas Ekonomi UNIAT, YouTube as an effective promotional 1(1), 31-40. media. Firmansyah, D. W. (2018). Analisis Limitations Strategi Komunikasi Pemasaran Media Limitations in this study about Sosial melalui Brand Ambassador pada analysis of Gojek’s marketing strategy Cakekinian. Jurnal Ilmiah Mahasiswa through social media which is carried out FEB, 7(2), 2-5. using the research method, namely Gde, A. A., & Dalem, A. P. (2017). netnography. It is hoped that in the future Analisis Strategi Komunikasi this research can be used as material for Pemasaran Jasa Gojek dalam thought as a basis for researchers to Meningkatkan Brand Awareness examine the same management elements, Cabang Bali. Jurnal Kajian Ilmu namely marketing using social media or Komunikasi, 15(2), . other different research objects.

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