The Utilization of New Media in the Marketing of Go-Jek Indonesia Services

Abstract

Modern marketing requires interactive and continuous communication with customers. The presence of new media as a product of the progress of the development of information and communication technology can facilitate marketers in today's digital age. Therefore, this study aimed to examine the use of new media in marketing services by GO-JEK Indonesia through social media and mobile applications. This study used a qualitative method with case study approach. The research collected process and analyze the use of new media in marketing services GO-JEK Indonesia. Analysis techniques include interviews, observation, and literature study. Interviews were conducted with GO-JEK Indonesia and consumers. The results of this study indicate that social media marketing is used as a communication medium by GO-JEK Indonesia because social media is most effective marketing channel in today's digital age. Social media is used as a medium for promotion, information, socialization, and engagement to the customer. Then, to strengthen the image as a motorcycle online, GO-JEK launched a mobile application to facilitate customers.