Brand Positioning Strategy To PT. Goto Gojek Tokopedia in On-Demand Service Industry

Abstract

This study analyzes Gojek's brand positioning strategy in Indonesia’s technology and on-demand service industry using a descriptive qualitative method. The main focus is on how Gojek establishes brand identity clarity, ensures app security, and optimizes Positioning campaigns to strengthen public perception of its services. The findings indicate that integrating various services within the Gojek app, such as GoRide, GoFood, GoSend, and GoPay, adds value and enhances differentiation from competitors. The introduction of the GoTransit feature further solidifies Gojek’s role as an integrated multimodal mobility platform. Additionally, app security remains a top priority in maintaining user trust through driver partner verification and GoPay encryption technology. Through this approach, Gojek has successfully maintained consumer loyalty and reinforced its position as a leader in Indonesia’s technology and on-demand service industry.