SUITABILITY ANALYSIS OF GO-JEK SAHABAT SEKOLAH PROGRAM IN BANDUNG
Internet presence has brought convenience in many ways, one of which is transportation service, that is now being offered through online application. Online transportation business trend is growing and become bigger. Thus, every brand in this sector is competing to provide society with the finest an...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64715 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Internet presence has brought convenience in many ways, one of which is transportation service, that is now being offered through online application. Online transportation business trend is growing and become bigger. Thus, every brand in this sector is competing to provide society with the finest and most affordable service. In order to stand out in the market, an online transportation company must have a strong brand image. However, this matter has become the problem of Go-Jek in Bandung, since the appearance of its competitor namely Grab. Go-Jek must have a good and distinctive brand image to maintain its sustainability. One of the most common way to do this is by creating a marketing strategy. Go-Jek Sahabat Sekolah is the newest marketing strategy, which firstly initiated and implemented in Bandung. The program objective is to create safety and convenience image by offering Go-Car and Go-Ride as daily transportation mode to pick up child after school. For now, the suitability of the program is still uncertain, since it is still new. This research is useful for Go-Jek in developing Go-Jek Sahabat Sekolah program. Beside that, this research findings shows which element of ride hailing need more attention. By doing this research the author wants to discover what does customer of Go-Jek Sahabat Sekolah program perceive towards ride hailing. Alongside with it, the author also wants to know is Go-Jek Sahabat Sekolah Program suitable to be implemented in Bandung. This research is done qualitatively, using phenomenological approach to discover the essence from phenomenon happen within the program target market. The data was gathered through interview and focus group discussion with three stakeholders of Go-Jek Sahabat Sekolah program as the informants. The informants are parents, Go-Jek program executor, and Go-Jek drivers. The outcome of this study shows phenomenon that parents perceived positively towards each ride hailing elements that leads to customer satisfaction. This positive comments on each of ride hailing elements are emerged in Go-Jek Sahabat Sekolah program. Therefore, the program is suitable to be implemented since it is able to give what customer needs to be satisfied to ride hailing |
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