Game Theory Analysis of Usability Strategies in Gojek and Grab Using Nielsen’s Usability Attributes

The rapid growth of mobile transportation services has intensified competition between Gojek and Grab, particularly in providing applications that are easy to learn, efficient, memorable, low in errors, and satisfying to use. However, previous usability evaluations have generally focused on descriptive average scores without identifying the specific usability attributes that provide the strongest competitive advantage. This study aimed to evaluate and determine the optimal usability strategies of Gojek and Grab using game theory based on Nielsen’s five usability attributes: learnability, efficiency, memorability, errors, and satisfaction. A quantitative comparative approach was applied using purposive sampling involving 150 respondents who had actively used both applications. Data were collected through a five-point Likert scale questionnaire containing three items for each usability attribute. Instrument validity was examined using Pearson’s product-moment correlation, while reliability was evaluated using Cronbach’s alpha. The average usability scores were transformed into a game theory payoff matrix and analyzed using maximin and minimax principles. The results showed that all questionnaire items were valid and reliable. Gojek achieved higher scores in learnability, memorability, and satisfaction, whereas Grab obtained higher scores in efficiency and error-related usability. The analysis produced equal maximin and minimax values of 0.03, resulting in a saddle point between Gojek’s satisfaction strategy and Grab’s efficiency strategy. The study concluded that satisfaction represents Gojek’s strongest usability strategy, while efficiency represents Grab’s strongest strategy, although their overall competitive positions remain closely balanced. Strategically, Gojek needs to maintain interaction comfort while simplifying transaction flows, whereas Grab must preserve its procedural efficiency while improving user satisfaction and error communication. This study demonstrates that integrating usability dimensions into a game-theoretic framework offers practical priorities for digital platform interface development.