Melola Discovery

← Melola Discovery

Akses terbuka Jurnal

Innovative Strategies Using Gojek and Grab Digital Platforms to Boost Brand Sales

APTISI Transactions on Management (ATM) · Vol. 9 No. 2 (2025) · hlm. 164–175

DOI
10.33050/atm.v9i2.2464
ISSN
2622-6804, 2622-6812
Terbit
2025-05-31
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

In the digital era, shifting consumer behaviors and advancing technology ne- cessitate innovative marketing strategies. This study examines how brands leverage on-demand platforms like Gojek and Grab to enhance sales, market reach, and engagement, situated within global digital transformation trends akin to platforms like Uber Eats. Employing a qualitative case study and literature analysis, it identifies strategies grounded in theories such as consumer loyalty and customer value, including location-based promotions (used by 70% of businesses), data-driven personalization, and loyalty programs (adopted by 80%). These approaches improve distribution and create personalized cus- tomer experiences, with reviews and analytics informing decisions. However, challenges like high commission fees and algorithm dependency, particularly for MSMEs, require strategic solutions. Findings highlight that platform col- laborations drive competitive advantage, mirroring global platform economies. This research offers actionable insights for MSMEs and enterprises to design effective digital strategies and recommends exploring platform applications in non F&B sectors for future studies, contributing to digital marketing literature and practice in dynamic markets.

Kata kunci

Jaringan kolaborasi para penulis

40 penulis · 134 tautan kepenulisan bersama · 55 lintas organisasi · menampilkan 40 yang paling banyak terhubung

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

  • Universitas Raharja
  • Graphic Era Hill University
  • Universitas Catur Insan Cendekia Cirebon
  • Universitas Ichsan Gorontalo
  • Universitas Muhammadiyah Jakarta
  • Satya Wacana Christian University
  • Universitas Cendekia Abditama
  • Organisasi lain
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Chandra LukitaUniversitas Catur Insan Cendekia Cirebon2
Agung RizkyUniversitas Raharja2
Ihsan Nuril HikamUniversitas Raharja2
Po Abas SunaryaUniversitas Raharja2
Vertika AgarwalGraphic Era Hill University2
KhairulUniversitas Raharja2
Mulyati MulyatiUniversitas Muhammadiyah Jakarta2
Selamat ZebuaUniversitas Raharja2
BimantoroAfiliasi tidak diketahui2
Amelia Mutiara ZahraniUniversitas Raharja2
Rasyid TarmiziUniversitas Raharja2
Greian April PangilinanCentro Escolar University1
AliyahUniversitas Cendekia Abditama1
Dimas Bagus SaputraUniversitas Raharja1
Marviola Grace HardiniUniversitas Raharja1
Dwi JulianingsihUniversitas Raharja1
Hiroshi KentaUniversity of Miyazaki1
Lena MagdalenaUniversitas Catur Insan Cendekia Cirebon1
Ageng Setiani RafikaUniversitas Raharja1
Adam FaturahmanUniversitas Raharja1
Sandy KosasiSTMIK Pontianak1
Dhiyah Ayu Rini KusumawardhaniUniversitas Raharja1
Agung RizkyAfiliasi tidak diketahui1
Rahayu Tri UtamiUniversitas Ichsan Gorontalo1
Tantri Wenny SitanggangUniversitas Ichsan Gorontalo1
Azrul TanjungUniversitas Muhammadiyah Jakarta1
Eiser Aaron BeldiqAfiliasi tidak diketahui1
Untung RahardjaUniversitas Raharja1
Ninda LutfianiUniversitas Raharja1
Hindriyanto Dwi PurnomoSatya Wacana Christian University1
Sutarto WijonoSatya Wacana Christian University1
Ankur Singh BistGraphic Era Hill University1
Bhupesh RawatGraphic Era Hill University1
Muhammad FakhrezzyUniversitas Raharja1
Regina Dinda OctavyraUniversitas Raharja1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://ijc.ilearning.co/ATM/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Innovative Strategies Using Gojek and Grab Digital Platforms to Boost Brand Sales</dc:title>
	<dc:creator xml:lang="en">Partogi, Chris</dc:creator>
	<dc:creator xml:lang="en">Heru Riza Chakim, Mochamad</dc:creator>
	<dc:creator xml:lang="en">Mulyati</dc:creator>
	<dc:creator xml:lang="en">Bimantoro</dc:creator>
	<dc:creator xml:lang="id">Partogi, Chris</dc:creator>
	<dc:subject xml:lang="en">Innovative Strategy</dc:subject>
	<dc:subject xml:lang="en">Gojek</dc:subject>
	<dc:subject xml:lang="en">Grab</dc:subject>
	<dc:subject xml:lang="en">Digital Platform</dc:subject>
	<dc:subject xml:lang="en">Brand Sales</dc:subject>
	<dc:description xml:lang="en">In the digital era, shifting consumer behaviors and advancing technology ne- cessitate innovative marketing strategies. This study examines how brands leverage on-demand platforms like Gojek and Grab to enhance sales, market reach, and engagement, situated within global digital transformation trends akin to platforms like Uber Eats. Employing a qualitative case study and literature analysis, it identifies strategies grounded in theories such as consumer loyalty and customer value, including location-based promotions (used by 70% of businesses), data-driven personalization, and loyalty programs (adopted by 80%). These approaches improve distribution and create personalized cus- tomer experiences, with reviews and analytics informing decisions. However, challenges like high commission fees and algorithm dependency, particularly for MSMEs, require strategic solutions. Findings highlight that platform col- laborations drive competitive advantage, mirroring global platform economies. This research offers actionable insights for MSMEs and enterprises to design effective digital strategies and recommends exploring platform applications in non F&amp;amp;B sectors for future studies, contributing to digital marketing literature and practice in dynamic markets.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2025-05-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ijc.ilearning.co/ATM/article/view/2464</dc:identifier>
	<dc:identifier>10.33050/atm.v9i2.2464</dc:identifier>
	<dc:source xml:lang="en">APTISI Transactions on Management (ATM); Vol. 9 No. 2 (2025): May; 164–175</dc:source>
	<dc:source xml:lang="id">APTISI Transactions on Management (ATM); Vol 9 No 2 (2025): May; 164–175</dc:source>
	<dc:source>2622-6804</dc:source>
	<dc:source>2622-6812</dc:source>
	<dc:source>10.33050/atm.v9i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://ijc.ilearning.co/ATM/article/view/2464/894</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Chris Partogi, Mochamad Heru Riza Chakim, Mulyati, Bimantoro (Authors)</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>