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Suitability Analysis of Go-Jek Sahabat Sekolah Program In Bandung

Melati Putri Kesumadewi, Herry Hudrasyah


Abstract. Online transportation business trend is growing and become bigger. Every brand in this sector is competing to provide the finest service. Go-Jek as an online transportation company must maintain its sustainability by having a distinctive brand image. A common way to do this is by creating a marketing strategy, which is Go-Jek Sahabat Sekolah that firstly 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 the child after school. For now, the suitability of the program is still uncertain, since it is still new. This research is useful for developing the program, to show what element need more attention, to discover what does customer perceive towards ride hailing, and to know if the program suitable to be implemented in Bandung. It is done qualitatively, using phenomenological approach to discover the essence from phenomenon happen within the target market. The interview and FGD conducted with three stakeholders of the program as the informants, who are parents, program executors, and drivers. The outcome of this research show that parents perceived positively that leads to customer satisfaction and is suitable to give what customer needs to be satisfied to ride hailing.

Keywords: Marketing Strategy; Customer Satisfaction; Ride Hailing; Go-Jek


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