THREAT OF BUYERS “GOJEK” PORTER’S FIVE FORCES FRAMEWORK ANALYSIS
Gojek has become an important application for people in Indonesia in mobility, food delivery, and daily services. However, in the business world we have many threats that directly face users. Gojek needs to face this and determine the direction of the business through their decisions and preferences. Based on data, Gojek is the most widely used online transportation application with a total of 1,358 users in 2022 then decreasing to 957 users in 2023. In the threats that directly face users, there are several aspects, namely user orders, user information, user backward integration, industry products, user switching costs, overall user costs, user profitability, and user product/service. Gojek’s income is highly dependent on orders received through services such as GoRide, GoCar, GoFood, etc. But now there are more and more applications that offer the same services as Gojek, so users have many choices according to their needs and prices. Gojek needs to maintain the quality of service so that orders from users remain high, so that Gojek’s income remains high. Gojek can provide attractive promotions or discounts to increase orders and keep users from switching to other applications. According to data, in 2023 Gojek and Maxim have a very small difference of 65 total downloads, where users really care about the price and quality of service provided. In today’s digital era, users can get information about service quality (driver/application ratings), delivery times and prices very easily. Users can compare Gojek with other applications such as Grab, Maxim, ShopeeFood, etc. Based on data, the most frequently used Gojek services are GoPay, GoFood, GoMart, and GoSend, especially during the Covid-19 pandemic. The cost of switching from 1 application to another is very low, because users only need to download a new application, create an account, and can use it immediately. Usually in an application, if there is a user who has just created an account, they will be given lots of vouchers/discounts. This makes it easy for users to switch to other applications. The total cost incurred by users, starting from mobility costs (GoRide, GoCar, GoBlueBird) and GoFood) are the main factors influencing this threat. Users will always look for ways to make these costs cheaper by comparing them with costs in other applications. In the Gojek ecosystem, profitability is not only seen from the users’s side, but also from partnerships such as restaurants and shops. Restaurants that join GoFood see an increase in profits thanks to joining Gojek. Conversely, restaurants or shops with low profits will look for other alternatives. Therefore, now many restaurants or shops use many application services such as those available on GoFood, GrabFood, and ShopeeFood. Users have the power to determine good applications, such as giving ratings to applications and services.
CONCLUSION
Overall, the threat of buyers in Gojek is very big, because users have many alternative applications that make it easy for them to switch to other applications.
REFERENCE
https://dataindonesia.id/varia/detail/survei-indef-gojek-pimpin-pasar-ojek-online-di-indonesia