Does Gojek as “Super App” Capable of Helping Its Small and Medium Enterprises (SMEs) Partner During Pandemic? A Case Study in Local Enterprenuer in Mataram, West Nusa Tenggara, Indonesia
Does Gojek as “Super App” Capable of Helping Its Small and Medium Enterprises (SMEs) Partner During Pandemic? A Case Study in Local Enterprenuer in Mataram, West Nusa Tenggara, Indonesia
Author(s): Fitri Rachmayanti, Raden Bagus Faizal Irany SidhartaSubject(s): Marketing / Advertising
Published by: Collegium Civitas
Keywords: Small and Medium-sized Enterprises (SMEs); Gojek; Pandemic; Innovation; Marketing Strategy;
Summary/Abstract: As the primary generator of economic development impacted by COVID-19, this study examines and compares the situation of SMEs in Mataram, West Nusa Tenggara, Indonesia, before and after collaborating with Gojek to assist them in surviving the pandemic. Gojek can assist its SMEs partners by supporting them in transitioning to digital practices. This study used a t-test paired to compare the same object but in different periods. The researchers implemented purposive sampling, and the sample is 1215 SMEs in Mataram that joined Gojek. Using paired samples correlations, the transaction indicator relationship between before joining Gojek and after joining Gojek is real and positive.
Journal: Zoon Politikon
- Issue Year: 13/2022
- Issue No: 13
- Page Range: 256-270
- Page Count: 15
- Language: English
