GO-JEK’s strategy and contribution to international economy in Southeast Asia (Singapore, Thailand, Vietnam)

Junardi, Patricia (2023) GO-JEK’s strategy and contribution to international economy in Southeast Asia (Singapore, Thailand, Vietnam). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As the first unicorn in Indonesia, GO-JEK has made Indonesia’s economic improve drastically and made a new relation with Southeast Asia countries. This unicorn has grown in Indonesian people heart, and they are becoming dependent with this app. Since the establishment of GO-JEK, GO-JEK has reducing unemployment rate, increasing their partners income, and escalating social welfare in Indonesia. The success of GO-JEK is by the reason from its global marketing strategy and obviously the innovation. Therefore, this research aims to analyze what kind of global marketing strategy that GO-JEK used and how the role of GO-JEK improving international business relation with Southeast Asia countries. This research uses Neoliberalism, with concepts of Global Marketing Strategy, S.W.O.T Analysis, Multiplier Effects, and State Level Analysis. This research uses qualitative research approach, and its explanation is in descriptive method. Then, data collected is secondary data and is analyzed in narrative technique. The result, global marketing strategy that GO-JEK used effecting Indonesia’s economic sector in a positive direction. GO-JEK also improve Indonesia’s international business relation with Singapore, Thailand, and Vietnam. Considering that from the innovation of this app it attracts many consumers and investor. To add more, the GO-JEK’s drivers also contribute to reducing unemployment in the country so their economic sector also improves. Even though GO-JEK are still only in those three countries, GO-JEK is still managed to enter other ASEAN countries such as Malaysia and The Philippine. Furthermore, GO-JEK consistently upgrade their application, creating innovation to face the competitors, and intensify their brand awareness./ Sebagai unicorn pertama di Indonesia, GO-JEK telah membuat perekonomian Indonesia meningkat drastis dan menciptakan hubungan baru dengan negara-negara di Asia Tenggara. Unicorn ini telah tumbuh di hati rakyat Indonesia dan mereka menjadi tergantung pada aplikasi ini. Sejak berdirinya GO-JEK, GO-JEK telah mengurangi tingkat pengangguran, meningkatkan pendapatan mitranya, dan meningkatkan kesejahteraan social di Indonesia. Keberhasilan GO-JEK adalah karena strategi pemasaran globalnya dan tentu saja inovasinya. Oleh karena itu, penelitian ini bertujuan untuk menganalisis strategi pemasaran global seperti apa yang digunakan oleh GO-JEK dan bagaimana peran GO-JEK dalam meningkatkan hubungan bisnis international dengan negara-negara di Asia Tenggara. Penelitian ini menggunakan teori Neoliberalisme dengan konsep Strategi Pemasaran Global, Analisa S.W.O.T, Efek Berganda, dan Level Analisis Negara. Penelitian ini menggunakan pendekatan kualitatif dengan penjelasan deskriptif. Lalu, data sekunder akan digunakan dan dianalisis dengan teknik narasi. Hasilnya, strategi pemasaran global yang digunakan GO-JEK mempengaruhi sector ekonomi Indonesia ke arah yang positif. GO-JEK juga telah meningkatkan hubungan bisnis internasional Indonesia dengan, Singapura, Thailand, dan Vietnam. Dilihat dari inovasinya, aplikasi ini menarik banyak konsumen dan investor. Tak hanya itu, dengan adanya para pengemudi GO-JEK juga turut berkontribusi mengurangi pengangguran di negara tersebut sehingga sektor ekonomi mereka juga meningkat. Meski GO-JEK hanya ada di tiga negara tersebut, GO-JEK masih berusaha untuk masuk ke negara ASEAN lainnya seperti Malaysia dan Filipina. Selain itu, GO-JEK secara konsisten meningkatkan aplikasinya, menciptakan inovasi baru untung menghadapi kompetitor dan mengintensifkan kesadaran merek mereka.

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