Innovative Strategies Using Gojek and Grab Digital Platforms to Boost Brand Sales

Chris Partogi; Mochamad Heru Riza Chakim; Mulyati; Bimantoro

doi:10.33050/atm.v9i2.2464

Authors

Chris Partogi University of Raharja , University of Raharja Author
Mochamad Heru Riza Chakim University of Raharja Author
Mulyati University of Raharja Author
Bimantoro University of Raharja Author

DOI:

https://doi.org/10.33050/atm.v9i2.2464

Keywords:

Innovative Strategy, Gojek, Grab, Digital Platform, Brand Sales

Abstract

In the digital era, shifting consumer behaviors and advancing technology ne- cessitate innovative marketing strategies. This study examines how brands leverage on-demand platforms like Gojek and Grab to enhance sales, market reach, and engagement, situated within global digital transformation trends akin to platforms like Uber Eats. Employing a qualitative case study and literature analysis, it identifies strategies grounded in theories such as consumer loyalty and customer value, including location-based promotions (used by 70% of businesses), data-driven personalization, and loyalty programs (adopted by 80%). These approaches improve distribution and create personalized cus- tomer experiences, with reviews and analytics informing decisions. However, challenges like high commission fees and algorithm dependency, particularly for MSMEs, require strategic solutions. Findings highlight that platform col- laborations drive competitive advantage, mirroring global platform economies. This research offers actionable insights for MSMEs and enterprises to design effective digital strategies and recommends exploring platform applications in non F&B sectors for future studies, contributing to digital marketing literature and practice in dynamic markets.

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