Netnography : Gojek Marketing Strategy Analysis Through YouTube Social Media.
Authors: Fatimah Siti , Chusnainy Mirza , Khumairo Fifi , Mariana Shinta Didin Hari , Hermawan Sigit 
Published: January 2021

<!--[if gte mso 9]><xml>

<o:OfficeDocumentSettings>

<o:RelyOnVML/>

<o:AllowPNG/>

</o:OfficeDocumentSettings>

</xml><![endif]--><!--[if gte mso 9]><xml>

<w:WordDocument>

<w:View>Normal</w:View>

<w:Zoom>0</w:Zoom>

<w:TrackMoves/>

<w:TrackFormatting/>

<w:AutoHyphenation/>

<w:PunctuationKerning/>

<w:ValidateAgainstSchemas/>

<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>

<w:IgnoreMixedContent>false</w:IgnoreMixedContent>

<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>

<w:DoNotPromoteQF/>

<w:LidThemeOther>EN-US</w:LidThemeOther>

<w:LidThemeAsian>X-NONE</w:LidThemeAsian>

<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>

<w:Compatibility>

<w:BreakWrappedTables/>

<w:SnapToGridInCell/>

<w:WrapTextWithPunct/>

<w:UseAsianBreakRules/>

<w:DontGrowAutofit/>

<w:SplitPgBreakAndParaMark/>

<w:EnableOpenTypeKerning/>

<w:DontFlipMirrorIndents/>

<w:OverrideTableStyleHps/>

</w:Compatibility>

<w:DoNotOptimizeForBrowser/>

<m:mathPr>

<m:mathFont m:val="Cambria Math"/>

<m:brkBin m:val="before"/>

<m:brkBinSub m:val="&#45;-"/>

<m:smallFrac m:val="off"/>

<m:dispDef/>

<m:lMargin m:val="0"/>

<m:rMargin m:val="0"/>

<m:defJc m:val="centerGroup"/>

<m:wrapIndent m:val="1440"/>

<m:intLim m:val="subSup"/>

<m:naryLim m:val="undOvr"/>

</m:mathPr></w:WordDocument>

</xml><![endif]--><!--[if gte mso 9]><xml>

<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"

DefSemiHidden="true" DefQFormat="false" DefPriority="99"

LatentStyleCount="267">

<w:LsdException Locked="false" Priority="1" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Normal"/>

<w:LsdException Locked="false" Priority="9" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>

<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>

<w:LsdException Locked="false" Priority="39" Name="toc 1"/>

<w:LsdException Locked="false" Priority="39" Name="toc 2"/>

<w:LsdException Locked="false" Priority="39" Name="toc 3"/>

<w:LsdException Locked="false" Priority="39" Name="toc 4"/>

<w:LsdException Locked="false" Priority="39" Name="toc 5"/>

<w:LsdException Locked="false" Priority="39" Name="toc 6"/>

<w:LsdException Locked="false" Priority="39" Name="toc 7"/>

<w:LsdException Locked="false" Priority="39" Name="toc 8"/>

<w:LsdException Locked="false" Priority="39" Name="toc 9"/>

<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>

<w:LsdException Locked="false" Priority="10" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Title"/>

<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>

<w:LsdException Locked="false" Priority="11" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>

<w:LsdException Locked="false" Priority="22" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Strong"/>

<w:LsdException Locked="false" Priority="20" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>

<w:LsdException Locked="false" Priority="59" SemiHidden="false"

UnhideWhenUsed="false" Name="Table Grid"/>

<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>

<w:LsdException Locked="false" Priority="1" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 1"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 1"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 1"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>

<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>

<w:LsdException Locked="false" Priority="34" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>

<w:LsdException Locked="false" Priority="29" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Quote"/>

<w:LsdException Locked="false" Priority="30" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 1"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 1"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 2"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 2"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 2"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 2"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 2"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 3"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 3"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 3"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 3"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 3"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 4"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 4"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 4"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 4"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 4"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 5"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 5"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 5"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 5"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 5"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>

<w:LsdException Locked="false" Priority="60" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Shading Accent 6"/>

<w:LsdException Locked="false" Priority="61" SemiHidden="false"

UnhideWhenUsed="false" Name="Light List Accent 6"/>

<w:LsdException Locked="false" Priority="62" SemiHidden="false"

UnhideWhenUsed="false" Name="Light Grid Accent 6"/>

<w:LsdException Locked="false" Priority="63" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>

<w:LsdException Locked="false" Priority="64" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>

<w:LsdException Locked="false" Priority="65" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>

<w:LsdException Locked="false" Priority="66" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>

<w:LsdException Locked="false" Priority="67" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>

<w:LsdException Locked="false" Priority="68" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>

<w:LsdException Locked="false" Priority="69" SemiHidden="false"

UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>

<w:LsdException Locked="false" Priority="70" SemiHidden="false"

UnhideWhenUsed="false" Name="Dark List Accent 6"/>

<w:LsdException Locked="false" Priority="71" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>

<w:LsdException Locked="false" Priority="72" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful List Accent 6"/>

<w:LsdException Locked="false" Priority="73" SemiHidden="false"

UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>

<w:LsdException Locked="false" Priority="19" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>

<w:LsdException Locked="false" Priority="21" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>

<w:LsdException Locked="false" Priority="31" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>

<w:LsdException Locked="false" Priority="32" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>

<w:LsdException Locked="false" Priority="33" SemiHidden="false"

UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>

<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>

<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>

</w:LatentStyles>

</xml><![endif]--><!--[if gte mso 10]>

<style>

/* Style Definitions */

table.MsoNormalTable

{mso-style-name:"Table Normal";

mso-tstyle-rowband-size:0;

mso-tstyle-colband-size:0;

mso-style-noshow:yes;

mso-style-priority:99;

mso-style-parent:"";

mso-padding-alt:0cm 5.4pt 0cm 5.4pt;

mso-para-margin:0cm;

mso-para-margin-bottom:.0001pt;

mso-pagination:none;

text-autospace:none;

font-size:11.0pt;

font-family:"Calibri","sans-serif";

mso-ascii-font-family:Calibri;

mso-ascii-theme-font:minor-latin;

mso-hansi-font-family:Calibri;

mso-hansi-theme-font:minor-latin;

mso-bidi-font-family:"Times New Roman";

mso-bidi-theme-font:minor-bidi;

mso-ansi-language:EN-US;

mso-fareast-language:EN-US;}

</style>

<![endif]--><p style="margin: 0cm; margin-bottom: .0001pt; text-align: justify;"><span style="color: black;">PT Aplikasi Karya Anak Bangsa or Gojek is an online transportation service company that was founded in 2010.</span><span style="color: black;">The research objective is to analyze and describe Gojek's marketing strategy through YouTube social media. This research uses a qualitative approach, with analysis using netnographic studies. The research subjects </span><span style="color: black; mso-ansi-language: EN-US;" lang="EN-US">are </span><span style="color: black;">20 netizens who commented on Gojek's Indonesian Youtube account related to the video marketing advertising Gojek. The results showed that Gojek's marketing strategy made use of the internet as a means to promote the services offered. The promotion process is very intensively carried out by the Gojek Company, one of which is through social media. With the sophistication of advertising done through media social, users will automatically be treated to various promotions from the CompanyGojek when opening its social media pages. This strategy is very appropriate because almost the entire process of purchasing a Gojek service is done ina smartphone application, this means that the potential consumers targeted are in accordance with the ad audience that is installed. The conclusion in this study is the implementation of marketing 7P on online Gojek services which include: product, price, place, people, process, and physical evidence has been implemented well.</span></p>