Gojek’s Dominance Strategy Amid the Disruption of Indonesia’s Digital Transportation Ecosystem

Authors

  • Tiara Ayustian Master of Applied Marketing Innovation and Technology, PTDI -STTD, Bekasi, Indonesia,
  • Angelina Wahyu Christyani Master of Applied Marketing Innovation and Technology, PTDI -STTD, Bekasi, Indonesia,
  • Dwi Prasetyo Sayoto Putro Master of Applied Marketing Innovation and Technology, PTDI -STTD, Bekasi, Indonesia,
  • Sri Sarjana Master of Applied Marketing Innovation and Technology, PTDI -STTD, Bekasi, Indonesia,

DOI:

https://doi.org/10.38035/jsmd.v4i1.757

Keywords:

Strategi Dominasi Pasar, Transportasi Digital, Ekosistem Platform, Inovasi Disruptif, Gojek

Abstract

Penelitian ini bertujuan untuk menganalisis strategi dominasi pasar Gojek dalam menghadapi disrupsi ekosistem transportasi digital di Indonesia yang ditandai oleh meningkatnya persaingan lintas sektor dan inovasi platform digital. Penelitian menggunakan pendekatan kualitatif deskriptif, di mana Gojek diposisikan sebagai objek kajian utama. Data penelitian bersumber dari data sekunder yang meliputi laporan industri, publikasi akademik, dokumen perusahaan, serta laporan riset pasar yang relevan. Teknik pengumpulan data dilakukan melalui studi dokumentasi dan studi literatur, sedangkan analisis data menggunakan analisis konten tematik untuk mengidentifikasi pola, tema, dan strategi utama yang diterapkan oleh Gojek. Kerangka analisis yang digunakan meliputi analisis PESTEL untuk mengkaji faktor lingkungan makro, Porter’s Five Forces untuk menilai intensitas persaingan industri, serta analisis SWOT untuk memetakan kekuatan, kelemahan, peluang, dan ancaman perusahaan. Hasil analisis menunjukkan bahwa strategi dominasi Gojek bertumpu pada penguatan ekosistem platform, pemanfaatan efek jaringan, diferensiasi layanan melalui model super-app, serta strategi sinergi lintas layanan. Namun demikian, tingginya tingkat persaingan, perilaku multi-homing pengguna, serta inovasi disruptif dari pesaing menjadi tantangan utama bagi keberlanjutan dominasi pasar Gojek. Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam kajian strategi platform digital serta menjadi referensi praktis bagi pelaku industri transportasi digital di Indonesia.

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Published

2026-06-20

How to Cite

Ayustian, T., Christyani, A. W., Putro, D. P. S., & Sarjana, S. (2026). Gojek’s Dominance Strategy Amid the Disruption of Indonesia’s Digital Transportation Ecosystem. Jurnal Siber Multi Disiplin , 4(1), 370–384. https://doi.org/10.38035/jsmd.v4i1.757

Issue

Vol. 4 No. 1 (2026): Jurnal Siber Multi Disiplin (April - Juni 2026)

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Articles

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Copyright (c) 2026 Tiara Ayustian, Angelina Wahyu Christyani, Dwi Prasetyo Sayoto Putro, Sri Sarjana

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