Consumer Perceptions of Generation Z of Go-Ride Service Product Based on Marketing Mix Concept

Putri Angelina Brahmana; Amanda Keisya Amina; Pijar Suciati; Mareta Maulidiyanti

doi:10.35508/jikom.v13i2.9408

Putri Angelina Brahmana Vocational Education Program, University of Indonesia
Amanda Keisya Amina Vocational Education Program, University of Indonesia
Pijar Suciati Vocational Education Program, University of Indonesia
Mareta Maulidiyanti Vocational Education Program, University of Indonesia

DOI: https://doi.org/10.35508/jikom.v13i2.9408

Keywords: Generation Z, Go-Jek, Go-Ride, Marketing mix, Perception

Abstract

This study aims to explore Generation Z's perceptions of Go-Ride services and analyze the application of the 7Ps marketing mix concept within Go-Ride services offered by the Go-Jek application. To achieve this objective, a mixed research methodology was employed. Quantitative data were gathered through a survey conducted among Universitas Indonesia (UI) students aged 15-24 from November 28, 2022, to December 21, 2022, using Google Forms. Qualitative data were obtained through interviews. Our research findings reveal that Go-Ride services play a significant role in providing fast and economical mobility for Generation Z. Additionally, it unveils varying perceptions within this demographic regarding Go-Ride services, shedding light on the nuances of their preferences and expectations. This study contributes to the existing body of knowledge by offering insights into the distinctive perspectives of Generation Z regarding Go-Ride services. By applying the 7Ps marketing mix concept, it provides a deeper understanding of the marketing strategies and tactics utilized in these services. Furthermore, the mixed research approach employed in this study enhances the comprehensiveness of the findings, making it a valuable resource for addressing real-world challenges within the Go-Jek community.