The Online Transportation Marketing Mix CoCreation: A Case Study @gojekindonesia

Janfry Sihite


The online transportation services utilizing the application enable the community to book whenever and wherever real time. The services are proliferating. Nevertheless, there is a lack of research related to the attributes. Therefore the research question is what are the attributes of the @gojekindonesia services. The exploratory factor analysis with the Provalis Research Software conducted for the twitter dataset @gojekindonesia. @gojekindonesia is growing online transportation services in Indonesia. The unstructured dataset analyzed within a period of 24 until 28 June 2015. The findings show that the dominant attributes are a complaint about the services process, the place of the services, the physical evidence of the screenshot of the Gojek application, the promotion and the last is the price. @gojekindonesia responded to all of this complaint as a signal to develop better services. Therefore we could conclude that the interaction and the findings of the research show that there is a co-creation marketing mix for the services @gojekindonesia.

Keywords: @gojekindonesia, Unstructured Dataset, Attributes

DOI: 10.7176/JMCR/57-05

Publication date:June 30th 2019


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