Valley International Journal Digital Library

VIJ Digital library
Articles

Positioning Analysis of Online Transportation Companies in Indonesia Based on Marketing Mix Aspects

PDF
  • Rizqoni Waliyul Arinni,
  • Achmad Manshur Ali Suyanto
Rizqoni Waliyul Arinni
Faculty of Economics and Business, Telkom University, Indonesia
Achmad Manshur Ali Suyanto
Faculty of Economics and Business, Telkom University, Indonesia
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 11 No. 11 (2023)

Submission to VIJ 2023-11-24

Keywords

  • Competition,
  • Marketing Mix,
  • Multidimensional Scaling,
  • Online Transportation,
  • Positioning,
  • Positioning Map
    • ...More
    Less

Copyright (c) 2023 Rizqoni Waliyul Arinni, Achmad Manshur Ali Suyanto

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Technology disruption has brought significant changes in various aspects of life, including transportation systems. The growth of online transportation companies in Indonesia is dynamic, there are four top brands chosen for online transportation services in Indonesia, including Gojek, Grab, Maxim, and inDrive. The advent of online transportation has brought numerous positive impacts as well as challenges, including intense competition among online transportation companies. Professional positioning is one such effective and efficient strategy for competition. Therefore, this study aims to conduct an analysis of the positioning of online transportation companies in Indonesia based on marketing mix aspects. The research method employed in this study is quantitative, and questionnaire was used as the research instrument with 400 sample size. The data analysis technique used in this research is descriptive analysis, which includes crosstabulation, mean, and multidimensional scaling analysis. The results of this research show a positioning map that describes the positioning and competitive map of online transportation companies in Indonesia. Gojek and Grab are in the same quadrant, quadrant I. Maxim and inDrive are also in the same quadrant too, quadrant III. This indicates that Gojek and Grab as well as Maxim and inDrive are perceived to have many similarities in terms of their indicators, making their competition appear head-to-head. The result is Gojek is the most superior online transportation company among others in every aspect of the marketing mix (7Ps).

PDF

References

  1. Telkomsel DigiAds, “Melihat Tren Transportasi Online untuk Menjawab Kebutuhan Mobilitas Masa Depan,” https://digiads.id/, 2023. https://digiads.id/insight/melihat-tren-transportasi-online-untuk-menjawab-kebutuhan-mobilitas-masa-depan (accessed Mar. 16, 2023).
  2. D. Arjanto and H. K. Muhid, “Ojol Menjamur: Duo Pionir Dibuntuti 4 Nama Baru,” https://bisnis.tempo.co/, 2022. https://bisnis.tempo.co/read/1608251/ojol-menjamur-duo-pionir-dibuntuti-4-nama-baru (accessed Mar. 16, 2023).
  3. F. Y. Kristo, “Awal Mula Transportasi Online Menjamur di Indonesia,” https://inet.detik.com/, 2017. https://inet.detik.com/cyberlife/d-3609781/awal-mula-transportasi-online-menjamur-di-indonesia (accessed Mar. 16, 2023).
  4. Statista, “Preferred online transportation services in Indonesia in 2022,” 2022. [Online]. Available: https://www.statista.com/statistics/1374134/indonesia-preferred-online-transportation/?locale=en
  5. E. Yuliani, “Perkembangan Ojek Online di Indonesia,” https://www.kompasiana.com/, 2023. https://www.kompasiana.com/elvirayuliani2073/63e4ecb708a8b5197b6d5bc2/perkembangan-ojek-online-di-indonesia (accessed Apr. 08, 2023).
  6. R. M. Azka, “Persaingan Transportasi Online Kian Ketat, Siapa Juaranya?,” https://ekonomi.bisnis.com/, 2019. https://ekonomi.bisnis.com/read/20190917/98/1149542/persaingan-transportasi-online-kian-ketat-siapa-juaranya (accessed Apr. 02, 2023).
  7. P. Kotler, K. L. Keller, M. Brady, M. Goodman, and T. Hansen, Marketing Management (4th European Ed). Pearson, 2019. [Online]. Available: www.pearson.com/uk
  8. H. Kartajaya, Positioning. Mizan Pustaka, 2004. [Online]. Available: https://www.google.co.id/books/edition/Hermawan_Kartajaya_on_Positioning/QcO-YCB6vk0C?hl=id&gbpv=0
  9. F. Tjiptono and G. Chandra, Pemasaran Strategik Edisi 4. Yogyakarta: Penerbit Andi, 2020.
  10. A. Suyanto and W. D. W. Prakoso, “Analysis of Segmentation, Targeting, and Positioning of Indonesian Car Market in Determining The Proper Market for Wuling Motors,” Adv. Soc. Sci. Res. J., vol. 7, no. 8, pp. 618–635, 2020, doi: 10.14738/assrj.78.8876.
  11. P. Kotler and G. Armstrong, Principles of Marketing 17th Ed. New York: Perason, 2018.
  12. P. Kotler, K. L. Keller, and A. Chernev, Marketing Management 16 Ed. Pearson, 2022.
  13. D. Chaffey and F. E. Chadwick, DIGITAL MARKETING: Strategy, Implementation, and Practice. Pearson, 2019.
  14. G. Hooley, N. F. Piercy, B. Nicoulaud, and J. M. Rudd, Marketing Strategy & Competitive Positioning, vol. 6. 2017. [Online]. Available: www.pearson-books.com
  15. P. Kotler, G. Armstrong, and M. O. Opresnik, Principles of Marketing 18Ed. Pearson Education, 2021.
  16. J. P. Verma, R. Moitra, and N. Jha, Service Marketing. Himalaya Publishing House, 2016.
  17. A. Thanseer, M. Riyas, and M. J. Mariappan, “Importance Of Marketing Mix In Successful Positioning Of Products And Their Services On The Market,” vol. 6, no. 8, pp. 7711–7721, 2022.
  18. J. Wirtz and C. Lovelock, Services Marketing: People, Technology, Strategy 8th Ed. USA: World Scientific Publishing Co. Inc., 2016.
  19. B. Syahputra, “Analisis Positioning Jasa Transportasi Travel Bandung-Jakarta Pp Berdasarkan Persepsi Pelanggan Di Kota Bandung,” J. Manaj. Indones., vol. 14, no. 2, pp. 128–139, 2014, doi: 10.25124/jmi.v14i2.357.
  20. N. Adellia and A. Prasetio, “Customer Perception Mapping Analysis of Indonesian E-commerce Marketplace Sites based on Attributes Usability, Site Design, Information Quality, Trust, and Empathy (Case Study of Tokopedia, Bukalapak, Elevenia, Qoo10, and Rakuten),” 4th Int. Conf. Cyber IT Serv., 2016, doi: 10.1109/citsm.2016.7577580.
  21. R. R. W. Giri, B. R. Santoso, A. Mustikasari, and M. K. Bratawisnu, “Consumer perceptual mapping towards e-banking channel: (A study of bank BRI customer in Indonesia),” 5th Int. Conf. Inf. Commun. Technol. ICoIC7 2017, 2017, doi: 10.1109/ICoICT.2017.8074686.
  22. K. Damayanti and A. M. A. Suyanto, “Positioning Analysis of Video-on-Demand Service Provider in Indonesia Based on E-Service Quality Dimensions,” Asian J. Res. Bus. Manag., vol. 4, no. 2, pp. 98–110, 2022, doi: 10.55057/ajrbm.2022.4.2.10.
  23. R. Khairunnisa, Indrawati, and M. A. Sugiat, “Positioning Analysis Of An M-Health Application Based On User Perception Using A Multidimensional Scaling Method ( A Case Of Kimia Farma Mobile In Indonesia ),” vol. 13, 2023.