Analysis of Effective Promotion Strategies in Online Transportation Companies Impacting Their Use

M Rizki Alfadillah; Veta Lidya Delimah Pasaribu

doi:10.55927/metropolis.v1i4.292

Authors

M Rizki Alfadillah Universitas Terbuka
Veta Lidya Delimah Pasaribu Universitas Terbuka

DOI:

https://doi.org/10.55927/metropolis.v1i4.292

Keywords:

Promotional Strategy, Online Transportation, Customer Loyalty, Digital Marketing, App Users

Abstract

This study aims to analyze the promotional strategies implemented by online transportation services and their impact on consumer usage levels. Using a qualitative descriptive approach, data was collected through literature review and observation of applications, with a primary focus on two major companies gojek and grab. The results indicate the digital promotional strategies such as fare discounts, cashback offers, refferal programs, and third-party collaborations significantly influence the increase in active user numbers. However, excessive reliance on aggressive promotion can reduce profitability if not balanced with customer loyalty strategies and service innovation. The study recommends integrating short-term promotional tactics with long-term strategic planning to ensure business sustainability. It concludes that consistent and consumer relevan promotions play a crucial role in enhancing the usage of online transportation service.

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