Brand image analysis of online Ojek apps service: (Case study of Go-Jek & GrabBike motorcycle taxi in Jakarta)

Abstract

The advancement of the internet has created significant changes to business process in the world. Furthermore, rapid growth of smartphone and its mobile application users have attracted an increasing amount of society attention. Many organization saw it as an opportunity to enter the market and some of them take advantages to build the new “Blue Ocean”. Ojek (in Indonesian term), or motorcycle taxi, or cart bike, is a popular licensed form of transportation in Indonesia. With a touch of internet and its Application (Apps), this transportation service enter a new level of business, called Ojek Online. There are two popular Ojek Online Company in Jakarta City, Indonesia, namely Go-Jek and GrabBike. The purpose of this study is to find differences among Brand Image Apps Service of Gojek and GrabBike by comparing six factors : Attributes, Benefits, Cultures, Values, Personality dan User. Data obtained from respondents questionnaires who have been used both online ojek services, so they can evaluate both brand image from each point of view attributes, benefits, cultures, values, personality and user. Data analysis using ANOVA method to test the difference of Brand Image. This study concludes that there is a difference in terms of Brand Image owned by Go-Jek and GrabBike online motorcycle services, although both sites offer similar services.