Formulasi Strategi Bisnis Transportasi Online Untuk Meningkatkan Jumlah Pelanggan (Studi Pada Komunitas Pengemudi Ojek Online Gojek Di Kabupaten Cilacap Dan Banyumas)
DOI:
https://doi.org/10.29407/nusamba.v10i1.19800Keywords:
Formulation, Strategy, Business, BMC, Gojek DriverAbstract
Research aim: This research aims to analyze the formulation of GOJEK's online transportation business strategy in order to increase the number of customers in Cilacap and Banyumas Regencies.
Method: This research uses a qualitative approach. Data was collected through interviews, observation and documentation of research subjects and objects. The interview results, which were entered into the Business Model Canvas (BMC) table, were analyzed using the content analysis method.
Research Findings: Based on the results of research and discussion, strategies that can be implemented by GOJEK drivers based on BMC include focusing and expanding customer segments, increasing value propositions, customer relationships, key partnerships, distribution channels, and optimizing key resources. In addition, optimization of key activities, revenue streams and cost structures was carried out to increase competitiveness and profitability.
Theoretical Contribution: This research contributes to the field of online transportation business strategy by using the Business Model Canvas (BMC) as an effective analytical tool to formulate strategies for increasing customer numbers.
Implications for Practitioners: It is hoped that the results of this research can be a reference for GOJEK drivers and other online transportation drivers in developing effective strategies to increase the number of customers and income.
Research Limitations: This research has limitations in its coverage. It only focuses on Cilacap and Banyumas Regencies, so the results may not be fully generalizable to other regions. Apart from that, this research only uses a qualitative approach without any quantitative analysis, which can provide a broader perspective.
Downloads
Download data is not yet available.
References
[1] Giles-Corti B, Vernez-Moudon A, Reis R, Turrell G, Dannenberg AL, Badland H, et al. City planning and population health: a global challenge. Lancet 2016;388:2912–24. https://doi.org/10.1016/S0140-6736(16)30066-6.
[2] Nieuwenhuijsen MJ, Khreis H. Car free cities: Pathway to healthy urban living. Environ Int 2016;94:251–62. https://doi.org/10.1016/j.envint.2016.05.032.
[3] Dons E, Temmerman P, Van Poppel M, Bellemans T, Wets G, Int Panis L. Street characteristics and traffic factors determining road users’ exposure to black carbon. Sci Total Environ 2013;447:72–9. https://doi.org/10.1016/j.scitotenv.2012.12.076.
[4] Li J, Walker JL, Srinivasan S, Anderson WP. Modeling private car ownership in China: Investigation of urban form impact across megacities. Transp Res Rec 2010:76–84. https://doi.org/10.3141/2193-10.
[5] Mattisson K, Jakobsson K, Håkansson C, Cromley E. Spatial heterogeneity in repeated measures of perceived stress among car commuters in Scania, Sweden. Int J Health Geogr 2016;15:1–14. https://doi.org/10.1186/s12942-016-0054-8.
[6] Martin A, Goryakin Y, Suhrcke M. Does active commuting improve psychological wellbeing? Longitudinal evidence from eighteen waves of the British Household Panel Survey. Prev Med (Baltim) 2014;69:296–303. https://doi.org/10.1016/j.ypmed.2014.08.023.
[7] Bakraina K, Edwardson CL, Khunti K, Bandelow S, Davies MJ, Yates T. Associations between sedentary behaviours and cognitive function: cross- sectional and prospective findings from the UK Biobank 2017:149–58.
[8] Rodrigues EMS, Villaveces A, Sanhueza A, Escamilla-Cejudo JA. Trends in fatal motorcycle injuries in the Americas, 1998-2010. Int J Inj Contr Saf Promot 2014;21:170–80. https://doi.org/10.1080/17457300.2013.792289.
[9] National Bureau of Statistics of China. China Statistical Yearbook 2000-2018. Beijing: n.d.
[10] China Association of Automobile Manufactures. China Automotive Indsutry Yearbook 2018. Tianjin, China: 2018.
[11] China Association of Automobile Manufactures. Bulletins of the Production and Sales of Automobiles in China. Https://WwwSohuCom/a/222448944_276701 2019.
[12] National Bureau of Statistics of China Homepage. N. 2018.
[13] Li Y, Miao L, Chen Y, Hu Y. Exploration of sustainable urban transportation development in China through the forecast of private vehicle ownership. Sustain 2019;11. https://doi.org/10.3390/su11164259.
[14] Badan Pusat Statistik. Perkembangan Jumlah Kendaraan Bermotor Menurut Jenis (Unit), 2018-2020. 2020.
[15] Nasution AA, Erwin K, Bartuska L. Determinant Study of Conventional Transportation and Online Transportation. Transp Res Procedia 2020;44:276–82. https://doi.org/10.1016/j.trpro.2020.02.042.
[16] Litman T. Evaluating Public Transit Benefits and Costs - Best Practices Guidebook. Victotia Transp Policy Inst 2014:1–138.
[17] Gwilliam K. A review of issues in transit economics. Res Transp Econ 2008;23:4–22. https://doi.org/10.1016/j.retrec.2008.10.002.
[18] Konečný V, Brídziková M, Gažo P, Semanová Š. The Influence of Demographic Development and Population Structure on the Demand for Public Passenger Transport. LOGI – Sci J Transp Logist 2019;10:70–81. https://doi.org/10.2478/logi-2019-0017.
[19] Margaretha P. Ojek Online Versus Kemacetan. Opini 2015:36–8.
[20] Semrush Academy. Transportasi online berperan dalam mendukung sistem transportasi massal. IndotelkoCom 2020. https://www.indotelko.com/read/1596343095/transportasi-online#:~:text=Platform transportasi daring juga dapat,termurah dan rute transportasi daring.
[21] Purwanto AJ. Ojek online bisa dimanfaatkan untuk memangkas polusi udara Jakarta, ini 3 caranya. Conversat 2022.
[22] Ilahi A;, Belgiawan PF;, Balać M;, Axhausen KW, Ilahi A, Belgiawan PF, et al. Understanding Travel and Mode Choice with Emerging Modes A Pooled SP and RP Model in Greater Jakarta. ETHzurich 2019.
[23] Fakhriyah P. Pengaruh Layanan Transportasi Online (Gojek) Terhadap Perluasan Lapangan Kerja Bagi Masyarakat Di Kota Cimahi. Comm-Edu (Community Educ Journal) 2020;3:34. https://doi.org/10.22460/comm-edu.v3i1.3719.
[24] Waluyojati P, Sugiyanto. Pengaruh Covid-19 Terhadap Pendapatan Ojek Online. HUMANIS (Humanities, Manag Sciene Proceeding 2021) 2021;1:786–91.
[25] Pranita E. Keluhan “Driver” Ojol di Tengah Kenaikan Harga BBM, Tarif Naik tapi Penumpang Makin Sepi... Artikel ini telah tayang di Kompas.com dengan judul “Keluhan ‘Driver’ Ojol di Tengah Kenaikan Harga BBM, Tarif Naik tapi Penumpang Makin Sepi...” Https://MegapolitanKompasCom/Read/2022/09/16/13393201/Keluhan-Driver-Ojol-Di-Tengah-Kenaikan-Harga-Bbm-Tarif-Naik-Tapi?Page=all n.d.
[26] Osterwalder A, Pigneur Y. Business Model Generation : A Handbook for Visionaries, Game Changers, and Challanger. Jakarta: Elex Media Komputindo; 2012.
[27] Daou A, Mallat C, Chammas G, Cerantola N, Kayed S, Saliba NA. The Ecocanvas as a business model canvas for a circular economy. J Clean Prod 2020;258:120938. https://doi.org/10.1016/j.jclepro.2020.120938.
[28] Tumuwe R, Damis M, Mulianti T. Pengguna ojek online di kalangan mahasiswa Universitas Sam Ratulangi Manado. J Holistik 2018:1–19.
[29] Anggraini D. Studi tentang Perilaku Pengendara Kendaraan Bermotor di Kota Samarinda. EJournal Sosiatri-Sosiologi 2013;1:10–9.
[30] Arini SC. Segini Pendapatan Driver Ojol Per Hari yang Bikin PNS Rela Nyambi. Https://FinanceDetikCom/Berita-Ekonomi-Bisnis/d-6346168/Segini-Pendapatan-Driver-Ojol-per-Hari-Yang-Bikin-Pns-Rela-Nyambi 2022.
[31] Burhan FA. Pendapatan 85% Mitra Gojek Turun saat Pandemi, 90% Yakin Cepat Pulih. Https://KatadataCoId/Desysetyowati/Digital/5f281e34f126d/Pendapatan-85-Mitra-Gojek-Turun-Saat-Pandemi-90-Yakin-Cepat-Pulih 2020.
[32] Purnomo H. Curhat Driver Ojol: Harga BBM Naik, Pendapatan Berkurang. Https://EconomyOkezoneCom/Read/2022/09/06/320/2661778/Curhat-Driver-Ojol-Harga-Bbm-Naik-Pendapatan-Berkurang 2022.
[33] Sugiyanto, Pratama MA, Wahyuningsih E. Formulasi Strategi Menggunakan Bisnis Model Canvas (Studi Kasus Pada Bisnis di Jalan Padjajaran Bandung Jawa Barat). Coopetition J Ilm Manaj 2021;XII:87–94.
[34] Noor GAP, Samsinar. Implementasi E-Commerce Menggunakan Content Management System Untuk Pemasaran Produk Pada Lumi Distro dengan Pendekatan Business Model Canvas. J IDEALIS 2020;3:552–9.
[35] Candraningrat, Yurisma DY, Mujanah S. Pengembangan Strategi Bisnis Melalui Bmc (Business Model Canvas) dan Strategi Pemasaran bagi UMKM Sari Delight Surabaya. Tekmulogi J Pengabdi Masy 2021;1:16–24.
[36] Tjitradi EC. Evaluasi dan Perancangan Model Bisnis Berdasarkan Business Model Canvas. Agora 2015;3:8–16.
[2] Nieuwenhuijsen MJ, Khreis H. Car free cities: Pathway to healthy urban living. Environ Int 2016;94:251–62. https://doi.org/10.1016/j.envint.2016.05.032.
[3] Dons E, Temmerman P, Van Poppel M, Bellemans T, Wets G, Int Panis L. Street characteristics and traffic factors determining road users’ exposure to black carbon. Sci Total Environ 2013;447:72–9. https://doi.org/10.1016/j.scitotenv.2012.12.076.
[4] Li J, Walker JL, Srinivasan S, Anderson WP. Modeling private car ownership in China: Investigation of urban form impact across megacities. Transp Res Rec 2010:76–84. https://doi.org/10.3141/2193-10.
[5] Mattisson K, Jakobsson K, Håkansson C, Cromley E. Spatial heterogeneity in repeated measures of perceived stress among car commuters in Scania, Sweden. Int J Health Geogr 2016;15:1–14. https://doi.org/10.1186/s12942-016-0054-8.
[6] Martin A, Goryakin Y, Suhrcke M. Does active commuting improve psychological wellbeing? Longitudinal evidence from eighteen waves of the British Household Panel Survey. Prev Med (Baltim) 2014;69:296–303. https://doi.org/10.1016/j.ypmed.2014.08.023.
[7] Bakraina K, Edwardson CL, Khunti K, Bandelow S, Davies MJ, Yates T. Associations between sedentary behaviours and cognitive function: cross- sectional and prospective findings from the UK Biobank 2017:149–58.
[8] Rodrigues EMS, Villaveces A, Sanhueza A, Escamilla-Cejudo JA. Trends in fatal motorcycle injuries in the Americas, 1998-2010. Int J Inj Contr Saf Promot 2014;21:170–80. https://doi.org/10.1080/17457300.2013.792289.
[9] National Bureau of Statistics of China. China Statistical Yearbook 2000-2018. Beijing: n.d.
[10] China Association of Automobile Manufactures. China Automotive Indsutry Yearbook 2018. Tianjin, China: 2018.
[11] China Association of Automobile Manufactures. Bulletins of the Production and Sales of Automobiles in China. Https://WwwSohuCom/a/222448944_276701 2019.
[12] National Bureau of Statistics of China Homepage. N. 2018.
[13] Li Y, Miao L, Chen Y, Hu Y. Exploration of sustainable urban transportation development in China through the forecast of private vehicle ownership. Sustain 2019;11. https://doi.org/10.3390/su11164259.
[14] Badan Pusat Statistik. Perkembangan Jumlah Kendaraan Bermotor Menurut Jenis (Unit), 2018-2020. 2020.
[15] Nasution AA, Erwin K, Bartuska L. Determinant Study of Conventional Transportation and Online Transportation. Transp Res Procedia 2020;44:276–82. https://doi.org/10.1016/j.trpro.2020.02.042.
[16] Litman T. Evaluating Public Transit Benefits and Costs - Best Practices Guidebook. Victotia Transp Policy Inst 2014:1–138.
[17] Gwilliam K. A review of issues in transit economics. Res Transp Econ 2008;23:4–22. https://doi.org/10.1016/j.retrec.2008.10.002.
[18] Konečný V, Brídziková M, Gažo P, Semanová Š. The Influence of Demographic Development and Population Structure on the Demand for Public Passenger Transport. LOGI – Sci J Transp Logist 2019;10:70–81. https://doi.org/10.2478/logi-2019-0017.
[19] Margaretha P. Ojek Online Versus Kemacetan. Opini 2015:36–8.
[20] Semrush Academy. Transportasi online berperan dalam mendukung sistem transportasi massal. IndotelkoCom 2020. https://www.indotelko.com/read/1596343095/transportasi-online#:~:text=Platform transportasi daring juga dapat,termurah dan rute transportasi daring.
[21] Purwanto AJ. Ojek online bisa dimanfaatkan untuk memangkas polusi udara Jakarta, ini 3 caranya. Conversat 2022.
[22] Ilahi A;, Belgiawan PF;, Balać M;, Axhausen KW, Ilahi A, Belgiawan PF, et al. Understanding Travel and Mode Choice with Emerging Modes A Pooled SP and RP Model in Greater Jakarta. ETHzurich 2019.
[23] Fakhriyah P. Pengaruh Layanan Transportasi Online (Gojek) Terhadap Perluasan Lapangan Kerja Bagi Masyarakat Di Kota Cimahi. Comm-Edu (Community Educ Journal) 2020;3:34. https://doi.org/10.22460/comm-edu.v3i1.3719.
[24] Waluyojati P, Sugiyanto. Pengaruh Covid-19 Terhadap Pendapatan Ojek Online. HUMANIS (Humanities, Manag Sciene Proceeding 2021) 2021;1:786–91.
[25] Pranita E. Keluhan “Driver” Ojol di Tengah Kenaikan Harga BBM, Tarif Naik tapi Penumpang Makin Sepi... Artikel ini telah tayang di Kompas.com dengan judul “Keluhan ‘Driver’ Ojol di Tengah Kenaikan Harga BBM, Tarif Naik tapi Penumpang Makin Sepi...” Https://MegapolitanKompasCom/Read/2022/09/16/13393201/Keluhan-Driver-Ojol-Di-Tengah-Kenaikan-Harga-Bbm-Tarif-Naik-Tapi?Page=all n.d.
[26] Osterwalder A, Pigneur Y. Business Model Generation : A Handbook for Visionaries, Game Changers, and Challanger. Jakarta: Elex Media Komputindo; 2012.
[27] Daou A, Mallat C, Chammas G, Cerantola N, Kayed S, Saliba NA. The Ecocanvas as a business model canvas for a circular economy. J Clean Prod 2020;258:120938. https://doi.org/10.1016/j.jclepro.2020.120938.
[28] Tumuwe R, Damis M, Mulianti T. Pengguna ojek online di kalangan mahasiswa Universitas Sam Ratulangi Manado. J Holistik 2018:1–19.
[29] Anggraini D. Studi tentang Perilaku Pengendara Kendaraan Bermotor di Kota Samarinda. EJournal Sosiatri-Sosiologi 2013;1:10–9.
[30] Arini SC. Segini Pendapatan Driver Ojol Per Hari yang Bikin PNS Rela Nyambi. Https://FinanceDetikCom/Berita-Ekonomi-Bisnis/d-6346168/Segini-Pendapatan-Driver-Ojol-per-Hari-Yang-Bikin-Pns-Rela-Nyambi 2022.
[31] Burhan FA. Pendapatan 85% Mitra Gojek Turun saat Pandemi, 90% Yakin Cepat Pulih. Https://KatadataCoId/Desysetyowati/Digital/5f281e34f126d/Pendapatan-85-Mitra-Gojek-Turun-Saat-Pandemi-90-Yakin-Cepat-Pulih 2020.
[32] Purnomo H. Curhat Driver Ojol: Harga BBM Naik, Pendapatan Berkurang. Https://EconomyOkezoneCom/Read/2022/09/06/320/2661778/Curhat-Driver-Ojol-Harga-Bbm-Naik-Pendapatan-Berkurang 2022.
[33] Sugiyanto, Pratama MA, Wahyuningsih E. Formulasi Strategi Menggunakan Bisnis Model Canvas (Studi Kasus Pada Bisnis di Jalan Padjajaran Bandung Jawa Barat). Coopetition J Ilm Manaj 2021;XII:87–94.
[34] Noor GAP, Samsinar. Implementasi E-Commerce Menggunakan Content Management System Untuk Pemasaran Produk Pada Lumi Distro dengan Pendekatan Business Model Canvas. J IDEALIS 2020;3:552–9.
[35] Candraningrat, Yurisma DY, Mujanah S. Pengembangan Strategi Bisnis Melalui Bmc (Business Model Canvas) dan Strategi Pemasaran bagi UMKM Sari Delight Surabaya. Tekmulogi J Pengabdi Masy 2021;1:16–24.
[36] Tjitradi EC. Evaluasi dan Perancangan Model Bisnis Berdasarkan Business Model Canvas. Agora 2015;3:8–16.
Downloads
Published
2025-05-06
Issue
Section
Artikel
License
Copyright (c) 2025 Nashrullah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
Formulasi Strategi Bisnis Transportasi Online Untuk Meningkatkan Jumlah Pelanggan (Studi Pada Komunitas Pengemudi Ojek Online Gojek Di Kabupaten Cilacap Dan Banyumas). (2025). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 10(1), 292-302. https://doi.org/10.29407/nusamba.v10i1.19800
