IMPLIKASI STRATEGI PEMASARAN PT GOJEK TERHADAP PERILAKU KONSUMEN

AbstractConsumer behavior is the things that underlie consumers to make purchasing decisions. Forlow-involvement goods, the decision-making process is carried out easily, while for highinvolvementgoods, the decision-making process is carried out with careful consideration.In thecontext of consumer behavior, Gojek continues to adjust the development of the services itprovides according to the needs and what consumers often do to meet their needs and desires.For example, in the past, Go-Jek was only known as online transportation, both from cars andmotorbikes. But now because of the many activities carried out online and consumer behaviortowards online shopping and online transactions is getting higher, such as eating, shopping,ordering goods, delivering goods, etc. Even now, if you want to order salon and spa services,you can go through Go-Jek via Go Glam. This is due to the increasing behavior of femaleconsumers to use salon services so that to make this easier, Go-Jek provides Go Glam services.The model of producer behavior can also be interpreted as a framework or something thatrepresents what producers believe in making decisions to sell and make profits. Thus it alsomeans the success of entrepreneurs, marketing experts, shop leaders and salespeople inmarketing a product that brings satisfaction to consumers and his personal self. Understandingconsumer behavior is an important task for producers. In this case, PT Gojek Indonesia sets afairly cheap rate for its service users so that consumers who previously used regular motorcycletaxis then switch to Gojek. After emerging competitors that are almost similar to Gojek, Gojekhas taken several ways to make Gojek still exist among the Indonesian people.Key Words : Marketing, Consumer Behavio