ANALYSIS ON THE IMPLEMENTATION OF DIGITAL MARKETING TOWARDS MOTORBIKE TRANSPORT SERVICE: Case Study: GO-JEK (Online Taxi Motorbike) Jakarta, Indonesia

摘要

The development of information technology, followed by the advancement of digital communication tools, has encouraged businesses to change the way of communicating the product. Digital marketing communications strategy is a strategy of using digital communication media such as for example a smartphone. The purpose of this study was to analyze the implementation of the digital marketing strategies of online taxi motorbike: GO-JEK Jakarta. This is a qualitative descriptive research using case study method. The technique used is observation and in depth interviews. Respondents are college students. In addition, they are GO-JEK users. The result of this study concludes that the implementation of the strategy of marketing communications has changed the way consumers use the services of taxi motorbike. Besides, the application of digital communications strategy has been there to provide comfort, convenience and safety for taxi motorbike users. By the use of digital applications, GO-JEK maximizes the marketing function and its relationship with consumers.