GO-JEK and Platform-based Economy: How Customer Shifting Their Behavior?

Abstract

Technological advancements provide convenience, as well as challenges in the business world. The presence of GO-JEK as a platform-based economy changes the business competition map in Indonesia. The presence of GO-JEK is often referred as a disruptive innovation in Indonesia. Not only stopping as a platform to connect providers and service users in the field of transportation, but also GO-JEK becoming a platform-based economy that can connect users with restaurants, logistics, shopping, financial services, beauty services, and many more. In an application, consumers can now fulfill various daily needs with GO-JEK. No wonder the GO-JEK slogan "An Ojek for Every Need" greatly illustrates how GO-JEK tries to enter various lines of business that involve various interests of the people in their daily lives. The presence of GO-JEK indirectly changes consumer behavior that is close to technology. Through this paper, the authors are interested to see (1) how does GO-JEK change the lifestyle of people from conventional to digital? (2) Does GO-JEK make people dependent on the services they offer? (3) What GO-JEK services are considered to change the way people meet their daily needs? This study will be conducted with quantitative methods, namely using surveys and supplemented by literature studies.