Analysis of Online Transportation Strategies in Optimizing Technology to Drive Business Growth: A Consumer Perspective

Abstract

The purpose of this study is to examine Gojek's strategy in utilizing digital technology to drive business growth in the online transportation sector from a consumer perspective. This research employs a descriptive qualitative method with a case study approach, where data were collected through in-depth interviews with active Gojek users and literature reviews from relevant sources. The findings reveal that Gojek has successfully built an integrated digital ecosystem through its superapp, which is perceived by consumers as efficient and secure. However, challenges remain, such as fare fluctuations and limited service coverage. Through SWOT analysis, the suggested strategies include developing AI-based features, expanding service areas, enhancing technological infrastructure, and standardizing partner service quality. This study provides a new perspective on consumer preferences in digital strategies for online transportation services in Indonesia. In conclusion, the synergy between technological innovation and adaptive strategies is the key factor for Gojek in maintaining competitive advantage and sustainably meeting consumer needs.