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Digital Marketing and E-commerce of Transportation: A Strategic Study in the Indonesian Market

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Syarifuddin Syarifuddin

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to analyze the trends in digital marketing and e-commerce within the transportation industry in Indonesia, focusing on three major companies: Gojek, Grab, and Maxim. Using a comparative study approach through the Systematic Literature Review (SLR) method, this research evaluates the digital marketing strategies implemented by each company and their impact on business performance over the past three years. Market share and transaction data from Databoks are used to compare Gojek, Grab, and Maxim's online transportation services. The results show that Gojek dominates the market with over 100 million monthly active users, followed by Grab with approximately 43 million monthly active users in 2023, and Maxim with 12 million monthly active users in the same year. Effective digital marketing strategies, technological innovation, and personalized services are key success factors for these companies. Additionally, the study finds that collaboration between transportation companies and technology providers is crucial for developing innovative solutions that meet the evolving market needs. The study concludes that adopting the right technology and marketing strategies is essential for achieving success and growth in the digital transportation industry in Indonesia.

Suggested Citation

  • Syarifuddin Syarifuddin & Ratih Hurriyati & Heny Hendrayati, 2025. "Digital Marketing and E-commerce of Transportation: A Strategic Study in the Indonesian Market," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 686-691, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_80
    DOI: 10.2991/978-94-6463-817-2_80
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