PERSEPSI KONSUMEN TERHADAP STRATEGI PEMASARAN DIGITAL DALAM APLIKASI GOJEK

This study aims to measure consumer perceptions of digital marketing strategies implemented by the Gojek application. Gojek, as one of the unicorn startups in Indonesia, has successfully revolutionized the transportation industry and on-demand services through technological innovation and aggressive digital marketing strategies. In the growing digital era, digital marketing has become very important to increase brand awareness and attract new users. This study uses a survey method with questionnaires distributed to Gojek application users in Jakarta, to collect data on the effectiveness of digital marketing strategies and their impact on consumer perceptions of ease of use of the application. The results showed that Gojek's digital marketing campaign was successful in conveying product information and attracting consumer attention, but there are certain factors that affect its effectiveness, such as preferences for using other services and current economic conditions. The findings are expected to provide insights for Gojek to improve their marketing strategy and better understand consumer needs and expectations. Keywords: Marketing Strategy, Digital Marketing, Consumer Perception