Digital Giants Duel: How Go-Jek and Grab Are Transforming Indonesia's Economic Landscape
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Abstract
This article examines the competition between two giant companies in Indonesia's application-based service industry, Go-Jek and Grab. This competition goes beyond just a business battle; It represents a conflict between the traditional and sharing economies that use digital technology to connect service providers with users directly. This theme is relevant in the context of the remarkable transformation of how business is conducted in the modern era. This article uses descriptive analysis methods to describe both companies' user growth, service variety, and customer satisfaction. Through case studies and content analysis, this article identifies critical themes such as technological innovation, marketing strategy, and regulatory challenges Go-Jek and Grab face. The results of the analysis show that these two companies facilitate people's daily lives and inspire innovation in the digital economy. This research provides deep insight into competition dynamics in the application-based service industry and its impact on Indonesian society and economy
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How to Cite
Aswar Rahmat, Wahdaniah, W., Bahasoan, A. N., Muhammad Ridwan Hayadin, & Fausiah, F. (2024). Digital Giants Duel: How Go-Jek and Grab Are Transforming Indonesia’s Economic Landscape. ProBisnis : Jurnal Manajemen, 15(4), 533–542. Retrieved from http://ejournal.joninstitute.org/index.php/ProBisnis/article/view/529
References
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Asih, I. W., Nugroho, H., & Budiawan, B. (2022). Hegemonic dialectics between power and resistance in the Indonesian sharing economy: Study of Gojek. Informasi, 52(1), 63–82. https://doi.org/10.21831/informasi.v52i1.49348
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Bryan, & Alvin, S. (2023). The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase). Open Access Indonesia Journal of Social Sciences, 6(5), 1150–1158. https://doi.org/10.37275/oaijss.v6i5.185
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Chien, F. (2023). The Impact of Green Investment, Eco-Innovation, and Financial Inclusion on Sustainable Development: Evidence from China. Engineering Economics, 34(1), 17–31. https://doi.org/10.5755/j01.ee.34.1.32159
Chu, W., Liu, H., & Fang, F. (2021). A Tale of Three Excellent Chinese EFL Teachers: Unpacking Teacher Professional Qualities for Their Sustainable Career Trajectories from an Ecological Perspective. Sustainability, 13(12), 6721. https://doi.org/10.3390/su13126721
DawnBurton. (2020). Digital Debt Collection and Ecologies of Consumer Overindebtedness. Economic Geography, 96(3), 244–265. https://doi.org/10.1080/00130095.2020.1762486
Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of Research in Nursing, 25(5), 443–455. https://doi.org/10.1177/1744987119880234
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Figueiredo, F., Gonçalves, M. J. A., & Teixeira, S. (2021). Information Technology Adoption on Digital Marketing: A Literature Review. Informatics, 8(4), 74. https://doi.org/10.3390/informatics8040074
Furqon, D. A. (2023). The Journey of GOJEK: Becoming Indonesia’s First Decacorn Startup. Jurnal TAMBORA, 7(2), 18–23. https://doi.org/10.36761/jt.v7i2.2955
Herman, H., & Naruliza, E. (2018). PENGARUH STRATEGI SPONSORSHIP PT.GOJEK INDONESIA DI LIGA 1 INDONESIA TERHADAP KEPUTUSAN PEMESANAN GO-JEK DI KOTA PALEMBANG. Jemasi: Jurnal Ekonomi Manajemen Dan Akuntansi, 14(2), 152–164. https://doi.org/10.35449/jemasi.v14i2.25
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Iisnawati, Rosa, A., & Yunita, D. (2020). Consumer Decision on Online Food Delivery. Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019), 142(Seabc 2019), 418–422. https://doi.org/10.2991/aebmr.k.200520.069
Khrupovych, S., & Borysova, T. (2021). Using of an artificial intelligence in the marketing analysis of unstructured data. Marketing and Digital Technologies, 5(1), 17–26. https://doi.org/10.15276/mdt.5.1.2021.2
Maulidia, G., & Ratnasari, I. (2021). Analisis Komparatif Strategi Digital Marketing terhadap Keputusan Penggunaan Jasa Transportasi Online Gojek dan Grab di Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 12(1), 51–57. https://doi.org/10.36982/jiegmk.v12i1.1520
Nandi. (2019). The Influence of Online Transportation Application to the Mobility and Economic of the Society (Case Study on Using Grab and Go-Jek in Bandung, Indonesia). IOP Conference Series: Earth and Environmental Science, 286(1), 012034. https://doi.org/10.1088/1755-1315/286/1/012034
Park, Jiyong;Kim, S. (2022). Building a Sustainable Digital Supply Chain: The Case of Grab. Journal of System and Management Sciences. https://doi.org/10.33168/JSMS.2022.0118
Pietilä, M., & Pinheiro, R. (2021). Reaching for different ends through tenure track—institutional logics in university career systems. Higher Education, 81(6), 1197–1213. https://doi.org/10.1007/s10734-020-00606-2
Pratiwi, D. A. I. K., & Sukawati, T. G. R. (2021). THE ROLE OF PROMOTION IN MEDIATING THE EFFECT OF WEBSITE QUALITY ON IMPULSE BUYING: A STUDY ON GRABFOOD USERS IN DENPASAR. Russian Journal of Agricultural and Socio-Economic Sciences, 115(7), 36–42. https://doi.org/10.18551/rjoas.2021-07.04
Puppis, M. (2019). Analyzing Talk and Text I: Qualitative Content Analysis. In H. Van den Bulck, M. Puppis, K. Donders, & L. Van Audenhove (Eds.), The Palgrave Handbook of Methods for Media Policy Research (pp. 367–384). Springer International Publishing. https://doi.org/10.1007/978-3-030-16065-4_21
Ramos, R., Rita, P., & Vong, C. (2023). Mapping research in marketing: trends, influential papers and agenda for future research. Spanish Journal of Marketing - ESIC, 28(2), 187–206. https://doi.org/10.1108/SJME-10-2022-0221
Rizal, M. (2020). ANALISIS STRATEGI PEMASARAN GO-JEK INDONESIA PASCA KELUARNYA UBER DARI PASAR TRANSPORTASI DARING INDONESIA. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 8(2), 91–101. https://doi.org/10.37932/j.e.v8i2.39
Sahulata, R. A., & Kailola, L. (2020). Use of the EPIC Method to Analyze the Effectiveness of Sales Promotion in the Go-Jek Online Transportation Mode. 2020 2nd International Conference on Cybernetics and Intelligent System (ICORIS), 1–5. https://doi.org/10.1109/ICORIS50180.2020.9320813
Salamzadeh, A., Hadizadeh, M., Rastgoo, N., Rahman, M. M., & Radfard, S. (2022). Sustainability-Oriented Innovation Foresight in International New Technology Based Firms. Sustainability, 14(20), 13501. https://doi.org/10.3390/su142013501
Saldanha, O. L., Quirke, P., West, N. P., James, J. A., Loughrey, M. B., Grabsch, H. I., Salto-Tellez, M., Alwers, E., Cifci, D., Ghaffari Laleh, N., Seibel, T., Gray, R., Hutchins, G. G. A., Brenner, H., van Treeck, M., Yuan, T., Brinker, T. J., Chang-Claude, J., Khader, F., … Kather, J. N. (2022). Swarm learning for decentralized artificial intelligence in cancer histopathology. Nature Medicine, 28(6), 1232–1239. https://doi.org/10.1038/s41591-022-01768-5
Siswadi, S., Jumaizi, J., Supriyanto, S., & Dewa, A. L. (2023). Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty: How the Role of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality? Journal of Law and Sustainable Development, 11(2), e362. https://doi.org/10.55908/sdgs.v11i2.362
Tazkiyyaturrohmah, R. (2018). Eksistensi Uang Elektronik Sebagai Alat Transaksi Keuangan Modern. Muslim Heritage, 3(1), 23. https://doi.org/10.21154/muslimheritage.v3i1.1240
Van Uytsel, S. (2020). Horizontal Shareholding Among Fintech Firms in Asia: A Preliminary Competition Law Assessment (M. Fenwick, S. Van Uytsel, & B. Ying (eds.); pp. 177–203). Springer Singapore. https://doi.org/10.1007/978-981-15-5819-1_10
Vera Kristanti Dewi, M., & Sri Darma, G. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0. Jurnal Manajemen Bisnis, 16(1), 1. https://doi.org/10.38043/jmb.v16i1.2014
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
Wulandari, M. (2022). Analysis of Acceptance and Use of Online Transportation on Grab and Go-Jek Application for The Public Using The UTAUT2 Model (Case Study: Bandung). Journal of Social Science, 3(3), 609–620. https://doi.org/10.46799/jss.v3i3.195
Alviana, S., Kurniawan, B., & Millah, F. S. (2020). Business Payment Innovation on Customers. Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities, 1, 200–206. https://doi.org/10.34010/icobest.v1i.36
Arda, M., & Maulana Banurea, A. (2022). THE EFFECT OF PRICE, PROMOTION AND QUALITY OF SERVICE ON GO-JEK CUSTOMER SATISFACTION (CASE STUDY ON STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF MUHAMMADIYAH NORTH SUMATRA). International Journal of Educational Review, Law And Social Sciences (IJERLAS), 2(4), 549–560. https://doi.org/10.54443/ijerlas.v2i4.319
Arief, M., Munir, M., & Qoriani, H. F. (2023). Comparative Analysis of Gojek and Grab Excellence Strategies in Improving the Market in Jember Regency. Jurnal Syntax Admiration, 4(6), 650–669. https://doi.org/10.46799/jsa.v4i6.598
Asih, I. W., Nugroho, H., & Budiawan, B. (2022). Hegemonic dialectics between power and resistance in the Indonesian sharing economy: Study of Gojek. Informasi, 52(1), 63–82. https://doi.org/10.21831/informasi.v52i1.49348
Aula Azman, H., & Hakim, R. R. (2022). Pengaruh Sponsorship Terhadap Citra Merek Gojek ( Studi Kasus Pada Acara Sepakbola Liga Indonesia Di Kota Padang ). Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 1(1), 81–92. https://doi.org/10.47233/jppisb.v1i1.386
Bahasoan, A. N., Anwar, A. I., Lekas, M. N. J., & Asryad, R. (2024). Otonomi Daerah dan Pertumbuhan Ekonomi di Indonesia: Literature Review. Ekonomis: Journal of Economics and Business, 8(1), 43. https://doi.org/10.33087/ekonomis.v8i1.1119
Bryan, & Alvin, S. (2023). The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase). Open Access Indonesia Journal of Social Sciences, 6(5), 1150–1158. https://doi.org/10.37275/oaijss.v6i5.185
Cendana Putri, A., & Rahmatina Awaliah, K. (2018). The Behaviour and Welfare of Sharing-Based Transportation Workers Case Study of Go-Jek and Grab Drivers in Jakarta. Proceedings of the 2nd International Conference on Indonesian Economy and Development (ICIED 2017), 126(Icied 2017), 153–158. https://doi.org/10.2991/icied-17.2018.29
Chen, J., Liu, X., Liu, W., & Jiang, H. (2023). Two-Sided Instant Incentive Optimization under a Shared Budget in Ride-Hailing Services. 2023 IEEE 39th International Conference on Data Engineering (ICDE), 3481–3493. https://doi.org/10.1109/ICDE55515.2023.00267
Chien, F. (2023). The Impact of Green Investment, Eco-Innovation, and Financial Inclusion on Sustainable Development: Evidence from China. Engineering Economics, 34(1), 17–31. https://doi.org/10.5755/j01.ee.34.1.32159
Chu, W., Liu, H., & Fang, F. (2021). A Tale of Three Excellent Chinese EFL Teachers: Unpacking Teacher Professional Qualities for Their Sustainable Career Trajectories from an Ecological Perspective. Sustainability, 13(12), 6721. https://doi.org/10.3390/su13126721
DawnBurton. (2020). Digital Debt Collection and Ecologies of Consumer Overindebtedness. Economic Geography, 96(3), 244–265. https://doi.org/10.1080/00130095.2020.1762486
Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of Research in Nursing, 25(5), 443–455. https://doi.org/10.1177/1744987119880234
Ernawati, D., & Lutfi, H. (2022). Gojek’s Strategy to Win the Online Transportation Competition. Jurnal Manajemen Bisnis, 13(1), 76–92. https://doi.org/10.18196/mb.v13i1.11381
Figueiredo, F., Gonçalves, M. J. A., & Teixeira, S. (2021). Information Technology Adoption on Digital Marketing: A Literature Review. Informatics, 8(4), 74. https://doi.org/10.3390/informatics8040074
Furqon, D. A. (2023). The Journey of GOJEK: Becoming Indonesia’s First Decacorn Startup. Jurnal TAMBORA, 7(2), 18–23. https://doi.org/10.36761/jt.v7i2.2955
Herman, H., & Naruliza, E. (2018). PENGARUH STRATEGI SPONSORSHIP PT.GOJEK INDONESIA DI LIGA 1 INDONESIA TERHADAP KEPUTUSAN PEMESANAN GO-JEK DI KOTA PALEMBANG. Jemasi: Jurnal Ekonomi Manajemen Dan Akuntansi, 14(2), 152–164. https://doi.org/10.35449/jemasi.v14i2.25
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Iisnawati, Rosa, A., & Yunita, D. (2020). Consumer Decision on Online Food Delivery. Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019), 142(Seabc 2019), 418–422. https://doi.org/10.2991/aebmr.k.200520.069
Khrupovych, S., & Borysova, T. (2021). Using of an artificial intelligence in the marketing analysis of unstructured data. Marketing and Digital Technologies, 5(1), 17–26. https://doi.org/10.15276/mdt.5.1.2021.2
Maulidia, G., & Ratnasari, I. (2021). Analisis Komparatif Strategi Digital Marketing terhadap Keputusan Penggunaan Jasa Transportasi Online Gojek dan Grab di Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 12(1), 51–57. https://doi.org/10.36982/jiegmk.v12i1.1520
Nandi. (2019). The Influence of Online Transportation Application to the Mobility and Economic of the Society (Case Study on Using Grab and Go-Jek in Bandung, Indonesia). IOP Conference Series: Earth and Environmental Science, 286(1), 012034. https://doi.org/10.1088/1755-1315/286/1/012034
Park, Jiyong;Kim, S. (2022). Building a Sustainable Digital Supply Chain: The Case of Grab. Journal of System and Management Sciences. https://doi.org/10.33168/JSMS.2022.0118
Pietilä, M., & Pinheiro, R. (2021). Reaching for different ends through tenure track—institutional logics in university career systems. Higher Education, 81(6), 1197–1213. https://doi.org/10.1007/s10734-020-00606-2
Pratiwi, D. A. I. K., & Sukawati, T. G. R. (2021). THE ROLE OF PROMOTION IN MEDIATING THE EFFECT OF WEBSITE QUALITY ON IMPULSE BUYING: A STUDY ON GRABFOOD USERS IN DENPASAR. Russian Journal of Agricultural and Socio-Economic Sciences, 115(7), 36–42. https://doi.org/10.18551/rjoas.2021-07.04
Puppis, M. (2019). Analyzing Talk and Text I: Qualitative Content Analysis. In H. Van den Bulck, M. Puppis, K. Donders, & L. Van Audenhove (Eds.), The Palgrave Handbook of Methods for Media Policy Research (pp. 367–384). Springer International Publishing. https://doi.org/10.1007/978-3-030-16065-4_21
Ramos, R., Rita, P., & Vong, C. (2023). Mapping research in marketing: trends, influential papers and agenda for future research. Spanish Journal of Marketing - ESIC, 28(2), 187–206. https://doi.org/10.1108/SJME-10-2022-0221
Rizal, M. (2020). ANALISIS STRATEGI PEMASARAN GO-JEK INDONESIA PASCA KELUARNYA UBER DARI PASAR TRANSPORTASI DARING INDONESIA. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 8(2), 91–101. https://doi.org/10.37932/j.e.v8i2.39
Sahulata, R. A., & Kailola, L. (2020). Use of the EPIC Method to Analyze the Effectiveness of Sales Promotion in the Go-Jek Online Transportation Mode. 2020 2nd International Conference on Cybernetics and Intelligent System (ICORIS), 1–5. https://doi.org/10.1109/ICORIS50180.2020.9320813
Salamzadeh, A., Hadizadeh, M., Rastgoo, N., Rahman, M. M., & Radfard, S. (2022). Sustainability-Oriented Innovation Foresight in International New Technology Based Firms. Sustainability, 14(20), 13501. https://doi.org/10.3390/su142013501
Saldanha, O. L., Quirke, P., West, N. P., James, J. A., Loughrey, M. B., Grabsch, H. I., Salto-Tellez, M., Alwers, E., Cifci, D., Ghaffari Laleh, N., Seibel, T., Gray, R., Hutchins, G. G. A., Brenner, H., van Treeck, M., Yuan, T., Brinker, T. J., Chang-Claude, J., Khader, F., … Kather, J. N. (2022). Swarm learning for decentralized artificial intelligence in cancer histopathology. Nature Medicine, 28(6), 1232–1239. https://doi.org/10.1038/s41591-022-01768-5
Siswadi, S., Jumaizi, J., Supriyanto, S., & Dewa, A. L. (2023). Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty: How the Role of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality? Journal of Law and Sustainable Development, 11(2), e362. https://doi.org/10.55908/sdgs.v11i2.362
Tazkiyyaturrohmah, R. (2018). Eksistensi Uang Elektronik Sebagai Alat Transaksi Keuangan Modern. Muslim Heritage, 3(1), 23. https://doi.org/10.21154/muslimheritage.v3i1.1240
Van Uytsel, S. (2020). Horizontal Shareholding Among Fintech Firms in Asia: A Preliminary Competition Law Assessment (M. Fenwick, S. Van Uytsel, & B. Ying (eds.); pp. 177–203). Springer Singapore. https://doi.org/10.1007/978-981-15-5819-1_10
Vera Kristanti Dewi, M., & Sri Darma, G. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0. Jurnal Manajemen Bisnis, 16(1), 1. https://doi.org/10.38043/jmb.v16i1.2014
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
Wulandari, M. (2022). Analysis of Acceptance and Use of Online Transportation on Grab and Go-Jek Application for The Public Using The UTAUT2 Model (Case Study: Bandung). Journal of Social Science, 3(3), 609–620. https://doi.org/10.46799/jss.v3i3.195