aims to analyse GOJEK, the largest on-demand, ride-hailing service in Indonesia,
and optimize its omni-channel strategy. A content analysis of using website
information, internet documents and journal papers was conducted. This study
found that although GO-JEK is already strong in its multiple channels, it might
be a great idea to improve customerís experience through its optimizing omni-channel strategy. The idea is to
connect and maximize their online and offline channels. Therefore, we proposed
four approaches, namely creating offline booths, opening drop-offs sites in supermarkets,
collaboration with e-commerce sites for the same city delivery, and
availability to order from GO-JEK websites.
JEL classification numbers: M15, M30,
Keywords: GOJEK, Omni-channel strategy, Ride-hailing, Online transportation.