Marketing Communication in Business Advertising

Online in the Perspective of Islamic Communications: Case Study on

Go-Jek Online Transport Sales Service

Abdul Haris

, Syukur Kholil, Iskandar Zulkarnain

Doctorate Program of Islamic Communication UIN SU Medan, Communication of Islam Department

Keyword: Online Communication Marketing, Advertising, Transportation

Abstract: Some companies have taken advantage of sophisticated technological in marketing their products and

services. In marketing and service the company's products can not be separated from the communication that

has been used. Introduction to communication from the simple use until the sophisticated computer devices.

It means that information products and services can be so quickly reached the consumers. The speedy is

influent to the results of sales and corporate performance in reaching the customer as much as possible. In

recent years it has been initiated by Nadim Makarim 'a type of public transportation that can be ordered by

consumers via mobile phone by using internet network in order to answer the public need for public

transportation means to penetrate congestion in a relatively short time. Although it could cause pros and cons

at the beginning of its operation but now it is known very well by the public. This is due to the marketing

communications intensively so that people can already count on the type of two-wheel transportation initiated.

In some areas in Indonesia due to technological advances have been able to reach and develop this business.

Medan is no exception as the third largest city in Indonesia. A simple method and very easy to use, so many

society use this mode of transportation. Application available and can be download and then the user already

can order gojek online.

1 INTRODUCTION

Advancements in various fields such as science,

telecommunications, information technology,

transport networks and other life sectors, make the

information increasing easyly and the information

goes to to every individual and group in need. An

individual and group get freely to use the information

to support their business activities, and to compete

strictly to enhance the value of the company or its

organization. The Company has various differences

in operating in the domestic market (home market)

and foreign market (foreign market) or international

markets. Most of these differences are related to

economic, cultural, legal, technological and

competitive factors. If the company is able to

recognize the key characteristics of a domestic market

(such as legalization, media and competitors) and the

characteristics of international markets, then the level

of complexity and uncertainty can be evaluated.

Company management may understand well how to

do business in the country market, but in the

international market the company should be able to

adapt well because it will reduce the level of control

and the risks getting increased.

The definition of communication according to

Hovland, Janis and Kelley as proposed by Forsdale

(1981) cited by Muhammad (2009) reads,

"Communication is the process by which an

individual transmits stimuli (usually verbal) to

modify the behavior of the other individuals".

(Communication is an individual process of sending

a stimulus that is usually in verbal form to change the

behavior of others). The definition implies that the

communication is a social process that occurs

between at least two people, where individuals send

stimuli to others. The stimulus can be called a

message that is usually in verbal form, where the

delivery process is done through a communication

channel, and there is a change or response to the

message delivered. The definition of marketing by

Kotler and Keller (2007), "Marketing is a social

process in which the individuals and groups get what

they need and want by creating, offering, and freely

576

Harris, A., Kholil, S. and Zulkarnain, I.

Marketing Communication in Business Advertising Online in the Perspective of Islamic Communications: Case Study on Go-Jek Online Transport Sales Service.

DOI: 10.5220/0010361105760583

In Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology (ICEST 2018), pages 576-583

ISBN: 978-989-758-496-1

exchanging valuable products with others." From this

definition it appears that marketing covers the whole

system of business activities ranging from planning,

pricing, promotion, and distribution of goods and

services to meet the needs and desires of consumers

with quality services. The relationship between

marketing and communication is a close relationship.

Communication is a process whereby thought and

understanding are delivered between individuals, or

between companies and individuals. Communication

in marketing activities is complex, not as simple as

talking with friends or family. Complicated

communication will encourage the delivery of

messages by communicators on communicant,

through appropriate communication strategies with a

mature planning process.

Today's the digital era in internet technology has

changed the view of how the Not only in Indonesia

but in the world. The entrepreneurs in fields of

business have worked hard to follow and take the time

to learn the development of internet technology. And

if you note the development of the Internet world is

really very amazing. The development continues

increasingly when the advertising was in the

conventional era the consumers received passive

advertising messages, then in the digital age does not

happen again. It means that consumers are more

active and critical in seeing, hearing and reading the

product. People are not easy to receive promotional

messages from the product or service being offered.

Or even they are reluctant to the advertising offerings.

This is because of easy of access to information to

obtain and compare knowledge about products,

services or ideas that are sold and offered by

advertising companies. And this can not be separated

from the internet support is very easily accessible

with a low cost. Paralel with the needed of

internet technology, we can see the increasing

number of internet users based on data APJII 2012

(Association of Internet Service Entrepreneurs

Indonesia) recorded very rapidly the number of

increase in Indonesia. If you see the data starting in

2007 there are about 20 million internet users, but the

graph continues to increase sharply until 2012 has

reached 63 million users. And by 2015 it is estimated

that internet users will be 139 million internet users.

Furthermore if looking at the demographic data,

female and male users seen comparison that is not too

far away, eg. 48.4% of women versus 51.5% men.

And furthermore, from comscore media metrics

2013, many female Internet users visit family, home,

and retail, while men prefer sports, automotive and

technology advertising industry works.

From the data above we get the conclusion that

the prospective customers who use the internet as a

connecting media are so many. This data is very

important for entrepreneurs and entrepreneurs who

start to glance at Internet technology and start

developing internet-based business that is now known

as an online business.

In perspective of Islamic communication based

on Al-Qur'an and Hadith of Prophet Muhammad

SAW of course, the philosophy or theory on which

the Islamic communication system based on certain

implications for the meaning of the communication

process, the model of communications, mass media,

journalism, legal ethics and media policy. So the

meaning of Islamic communication can be briefly

defined that Islamic communication is the process of

delivering messages between people based on Islamic

teachings. The definition shows that Islamic

communication is the way of communicating that is

Islamic (not contrary to the teachings of Islam). Thus

there is also a convergence (meeting) between the

understanding of Islamic communication with

Islamic communication. It may be said Islamic

communication is the implementation (how to

implement) of Islamic communication.

Furthermore if looking at the demographic data,

female and male users seen comparison that is not too

far away, eg. 48.4% of women versus 51.5% men.

And furthermore, from comscore media metrics

2013, many female Internet users visit.

GoJek is an intercity / transport service company

with motorbike anywhere and for anyone who needs

it. There are more than 10,000 ojek partners joined in

Go-Jek spread across JABODETABEK, Bandung,

Surabaya & Bali, until 2014 and in February 2015

Medan officially opened its branch.

Go-Jek serves 4 services that can be utilized by

customers, they are:

1. Transport (Iner-Passenger Service)

2. Instant Courier (Delivering Goods)

3. Shopping (Shopping)

4. Corporate (Courier / Interpersonal Service)

Why this type of transportation be the people's

choice now? Here are 5 advantages of using Ojek that

have been summarized, namely:

1. No need to find and wait for motorcycle taxi on

the roadside.

2. No need to bargain prices because the cost has

been set by the company.

3. Driver ojek has safety standards by using a

acket and helmet.

4. Free mask and helmet (promotion period).

5. Application of Gojek is easy to use and can be

used to order all services.

Marketing Communication in Business Advertising Online in the Perspective of Islamic Communications: Case Study on Go-Jek Online

Transport Sales Service

577

Founder and CEO of Gojek is Nadiem Makarim.

Besides the business startup, he claimed that there is

a social mission when establishing this, that is

increase the income of the motorcycle drivers.

Although he left the GoJek company for several years

due to study in the United States, and after completing

his studies he focuses on developing Go-Jek From the

above description, the researcher hopes to get a

breakthrough and direct a marketing communication

pattern in advertising that can be developed into a

guide in the perspective of Islamic communication.

2 THEORITICAL REVIEW

So many theory about marketing communication has

already been proposed by experts, but for

communication strategies perhaps adequate to

support the strategy is what was proposed by Harold

Lasswell in Effendy (2003: 26) that is the best way to

explain about communication activity is by

answering the question " Who Says What In Which

Channel To Whom Whit What Effects? ".

The relationship with the communication

strategy,and then everything must be link to the

components that are the

answer to the question in the Lasswell formula,

namely:

Who (who is the communicator?),

Says what (what message does it say?),

In which channel (what media does it use?),

To whom (who is the communicant?)

And

With what effect (what effect is expected?

These additional questions in the communication

strategy are very important because the approach

(approach) to the expected effects of a

communication activity can vary, namely:

information (information), Persuasion (persuasion),

and instruction (unstruction).

Marketing acording to Swastha DH (2005: 36) is

a business philosophy that states that satisfying needs

and consumers is an economic and social requirement

for the survival of the company. According Fandy

Tjiptono (2001: 219) In marketing we know there are

three basic elements are:

1. Orientation to the consumer

a. Determine the basic needs (basic needs buyers to

be served and fulfilled.

b. Determining the group of buyers to be served.

c. Determining the products and marketing

programs.

d. Conducting research on consumers.

e. Determine and implement good strategies.

2. Prepare marketing activities in an integral

(Integrated Marketing)

The integration of marketing activities means

that every person and every part of the company has

an interest in a coordinated effort to provide customer

satisfaction, so that the company's objectives can be

realized.

3. Consumer Satisfaction (Consumer Satisfaction)

Consumer satisfaction factor is the company's goal.

Thus the company must earn a profit by way of giving

satisfaction to consumers

In this study the researchers conducted a

descriptive analysis with a qualitative approach, to

describe systematically factual and accurate about the

facts and the properties of certain regional

populations. The data used is qualitative eg. the type

of data is not only a matter of count but statements or

sentences.

Documentation, derived from the word document

which means the written items. In carrying out the

method of documentation, researchers investigate

written objects such as books, magazines, documents,

regulations, meeting minutes, diaries, and so on. The

documentation in this study consists of all written

information obtained from the website and the results

of interviews to respondents in several cities that have

utilized marketing communications through internet

technology and online business

Besides the above matters the researcher proposes

the research design, namely the logic of the

association between the data to be collected (and the

conclusions to be generated) and the initial question

of a study. Every empirical study has at least an

implicit research design, if not explicit. There are four

quality design that can be maximized by the

researchers they are:

1. Construct Validity

2. Internal validity (only for exploratory or causal

case studies)

3. External validity

4. Reliability

Design Components the case study research has five

very important things:

1. Research questions;

2. The proposition, if any;

3. Its analytical units;

4. The logic that links the data to the proposition;

5. Criteria for interpreting the findings.

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3 RESEARCH METHODOLOGY

3.1 Conceptual Framework

GO-JEK is a social-tech enterprise that aims to

improve the welfare of workers in various informal

sectors in Indonesia. We are partnering with

approximately 200,000 experienced motorcycle

riders in Indonesia, to provide a wide range of

services, including transportation and food delivery.

GO-JEK activities are based on three core values:

speed, innovation, and social impact. GO-JEK drivers

say that their revenue has increased since joining as a

partner, they also receive health and accident benefits,

and gain access to more customers through online

GO-JEK applications.

GO-JEK has officially operated in 10 major cities

in Indonesia, including Jakarta, Bandung, Bali,

Surabaya, Makassar, Yogyakarta, Medan, Semarang,

Palembang and Balikpapan with development plans

in other cities in the coming year. From this

description can be seen that the mind in this study as

shown in the schematic below.



Picture :The scheme Frame Of Mind

PT. GO-JEK online uses the means of the Internet in

their service to mobile users with android applications

on smartphones. Consumers can download GO-JEK

applications in Mobile which to further make calls

through mobile phone by typing complete data each

stage. After completion the data will be sent and

logged into GO-JEK server which will be forwarded

to the GO-JEK partners, which at this stage we call as

Feedback. Interested consumers will reply to receive

information in which the tariffs are paid, the driver's

name, vehicle type and police number of the vehicle.

a. Research

In this study the method will be used, among other

things, according to Daymon & Holloway (2008)

case study, case study is a research strategy with

various sources of evidence (qualitative, quantitative

evidence, or combination of both) from a unit of

observation that is limited time and place. The

appointed case may be an organization, a group of

people as a social or work group, a community, an

event, a process, an issue or a campaign. Case studies

can be distinguished in several types, namely:

1. Intrinsic case study

That is to better understand a particular case.

Researchers want to know intrinsically the

phenomena, the regularity and specificity of a

case, and not for other external purposes.

2. Case study instrumental

That is for external reasons, not because they

want to know the nature of the case. Cases are

only used as a means to understand other things

outside the case, such as proving a pre-existing

theory.

3.1.1 Collective Case Study

That is a study conducted to draw the conclusions or

generalizations of the phenomenon or population of

these cases. So this type of case is used to form the

theory on the basis of equality and regularity obtained

from the cases examined.

According to Yin the case study was conducted using

evidence obtained from empirical experience in

investigating. The case study methodology can be

used if:

1) Researchers have little information about the

subject matter

2) The focus of research is a phenomenon that has

been going on

b. Data source

Source of data is divided into two namely primary

data and secondary data. Primary data is data obtained

by researchers directly (from first hand), while

secondary data is data obtained by researchers from

existing sources.

Examples of primary data are data obtained from

respondents through questionnaires, focus groups,

and panels, or data from interviews with resource

persons.

PT.GO‐JEK

INTERNET

APLIKASI

SMARTPHONE/ANDROID

CONSUMERNO

INTEREST

FEEDBACK

CONCUMER

INTERESTED/ORDER

Marketing Communication in Business Advertising Online in the Perspective of Islamic Communications: Case Study on Go-Jek Online

Transport Sales Service

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Examples of secondary data such as records or

company documentation in the form of absenteeism,

salary, financial statements of corporate publications,

government reports,data obtained from magazines,

and so forth.

In this research the data source used is primary data

source and secondary data source. The source of

research data is the source of the subject of where the

data can be obtained. Researchers use questionnaires

or interviews in their data collection, and the source

of the data is from the respondent, ie the person who

answers the researcher's question, written or oral.

This data source of respondents is used in the research

c. Location & Time of Study

PT. Go-Jek Online is currently headquartered in

Jakarta and has opened branches in Bandung,

Surabaya, Bali & Mdan. Considering the time and the

distance of the researcher with the object to be studied

then the focus of the location of this research will be

conducted in Medan. It is estimated that the time

taken to carry out the research for six to eight months.

From the exposure that has been written above, then

in this study using:

1) Qualitative methods

To deliver results in the implementation of

online business marketing communication strategy

on the sale of two-wheeled online transportation

services, which can be recommended for other online

businesses with the completeness of the

recommendations of the owner and the consumer. By

making observations on the sale of two-wheeled

online transport services, so as to produce a workable

conclusion.

2) Case study

In this study the type of case study used is an

intrinsic case study done to better understand a

particular case. This case study outlines the marketing

communication understandings while doing online

business for other online sales.

3) Interview and observation

Data collection techniques used are through

interviews with the informant. The speakers who will

be interviewed in this research are the owners and

consumers of two-wheeled online transportation

services. For the owner will be done data collection

with in-depth interviews. Questions raised based on

data needs, in general which then develop into

discussion or light conversation with the framework:

1. Knowledge of online business

2. Types of online google concepts provided and

their superiority

3. Number of consumers

4. Marketing communications conducted at the

beginning of the establishment

5. Marketing communication strategy

6. Barriers to marketing communications

7. Another growing question related to the

research.

The resource criteria are as follows:

1. The resource persons have been long enough

and intensive to integrate with activities

related to the desired information. In

addition, it also takes seriously as a result of

long involvement with the environment or

activities concerned.

2. This is usually characterized by its ability to

provide information, memorized "outside the

head" about something being asked.

3. The resource person is still actively involved

or fully involved in the environment or

activities that the researcher is concerned

about.

4. The resource person has enough time to be

interviewed.

5. Resources in providing information are not

likely to be processed or prepared in advance.

Speaks as it is in giving information.

6. Resources are still "foreign" with research, so

researchers feel more challenged to "learn" as

much as possible from resource persons who

function as "new teachers" for researchers.

4 DISCUSSION

4.1 Type of Transportation on the

Land

Transportation is the transfer of humans, animals, or

goods from one place to another by means of a

human-driven vehicle or machine. Transportation is

used to facilitate humans in performing daily

activities. In developed countries, they usually use

subways and taxis. Residents there rarely have private

vehicles because they mostly use public transport as

their transportation. Transportation divided by 3,

namely, land, sea and air transportation. Air transport

is a transportation that requires a lot of money to wear

it. In addition to having more sophisticated

technology, air transport is the fastest means of

transportation compared to other means of

transportation. But this time only discussed about

land transportation only. Here are the types of land

transportation that we often encounter in both the city

and the village.

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a. Car Rental

For long trips inside and outside the city, can rent

a car or car rental. Another option is the approval of

one of the taxis or taxi stands that are usually located

in the vicinity of the busy areas of the community

such as market areas or highway stops, but many

drivers operate during night hours without official

licensing which is very risky. For car rentals as well

as many drivers in Indonesia, it usually has different

levels for drivers with destinations within the city and

drivers for out-of-town destinations.

b. Motorcycle

The motorcycle is a two-wheeled vehicle [1]

driven by a machine. The location of the two wheels

is a straight line and at high speed the motorcycle

remains stable due to the gyroscopic force. While at

low speed, the stability or balance of a motorcycle

depends on the handlebar arrangement by the rider.

The use of motorcycles in Indonesia is very popular

because the price is relatively cheap, affordable for

most people and the use of fuel as well as operational

costs and quite economical.

4.2 Display Promotion of Marketing

Communication

After previous BCA customers, Bank Mandiri, BRI,

BNI, PermataBank and joint ATM can be easily fill

out GO-PAY balance through ATM, mobile banking

or internet banking, now GO-PAY has also facilitated

CIMB Niaga and Prima Network customers. Enjoy

all the benefits you can get by making payments via

GO-PAY for services * in the GO-JEK app Click the

button below to find out the GO-PAY top-up balance

steps. Whatever the transaction, GO-PAY in aja!

*only for certain services

"Enjoy a 25% discount if you use GO-PAY to

pay for GO-RIDE, GO-CAR and GO-SEND services.

Enjoy FREE GO-FOOD fees for customers who

make purchases from GO-FOOD Partner's restaurant

with payments using GO-PAY."

"Not being able to do qurban, does not mean you

can not share happiness with others. In the celebration

of Eid al-Adha this year, you have the opportunity to

donate you by infaq in GO-TIX service until

September 14, 2016. Your Infaq Qurban will be

distributed in the form of Superqurban packaging

from Rumah Zakat whose benefits are felt for those

who need it ".

It's easy:

a. Open GO-TIX service in your GO-JEK app.

b. Find the category 'Donate - Qurban'

c. Select the donation you want to channel

d. Then make a payment using GO-PAY or credit

card.

Your help will be delivered directly with GO-BOX

service. Make them smile through your help.

4.3 Business Innovation

As a means of transportation that hav being bussiness

GOJEK get a very hard attack from the beginning

until now in the operation. This is because the

presence of gojek has reduced the income of similar

pre-existing mode of transportation. These obstacles

come not only from business doers of similar

transportation but also come from the government as

the supervisor of all business activities in Indonesia.

What makes gojek can continue to operate is the

market demand and assertiveness of the President

who eventually gojek continue to grow even followed

by competitors. Why is it called business innovation?

The word innovation means a new breakthrough,

business is better known as business. If combined

business innovation then we can interpret it simply a

breakthrough new effort. This means the type of

business that uses new ways of operating. As an

innovation effort of course many things that must be

learned and adapted to the habits that exist in the

community. These innovation values include

demand, service, payment, operating system

applications, and others. All of which require mental

readiness and knowledge of its users. New things for

the user community will be very fast if the community

gain the benefits quickly from these new things. Same

thing like the internet world is growing very fast, then

the user community is also required to be quick to

follow and understand all things related to the

application gojek tools.

4.4 Some Attraction According to

Customers and Driver

From the results to interviews some respondents in

the interviews have responded to the questions of

researchers as follows:

1. How do you think about the existence of gojek

online?

2. What are the advantages of online gojek

compared to conventional motorcycle taxis?

3. Is ease of access, professional service, and

affordable cost become your main indicator in

choosing gojek online?

Upon these questions the respondents have given

answers among others:

Marketing Communication in Business Advertising Online in the Perspective of Islamic Communications: Case Study on Go-Jek Online

Transport Sales Service

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1. Almost all respondents provide answers that

describe the pleasure and accept for the present

of gojek online.

2. The advantages of gojek online compared to

conventional motorcycles according to the

respondents are more practical reasons, such as

easily accessible, and affordable costs with the

choice of payment (cash or non-cash).

3. Some of the things that become an indicator of

the advantages of online gojek over conventional

ojek, respondents response provide answers to

factors ease of access, service friendly drivers,

and low cost.

4.5 Using Gojek Transportation

Facilities in Islamic Views

Transportation is one of the necessities of human life.

Rapid progress makes transportation a primary

necessity nowadays. As if humans can not live

without it. Al-Quran talk about the means of

transportation. What are some of the tools mentioned

in it? What is the purpose of creating according to the

Qur'an?

There are several means of transportation that are

mentioned specifically in the Qur'an such as boats and

animal. The animal includes camels, horses, donkeys

or otherwise. This means of transportation can be

found in the following Word of Allah, "And the ship

that sails on the sea with (cargo) that is beneficial to

man." (Surat al-Baqarah: 164) It is Allah Who made

the cattle for you, partly for you drive and some you

eat. "And unto you (any) other benefits on (the cattle)

and that you reach a need (purpose) stored in your

heart (by riding it)". "And by riding the animals, and

board them in the ship". (QS.Ghafir: 79-80).

But there is a Qur'anic verse which is our focus this

time. This verse covers all vehicles from the first to

the next. Allah Almighty says, "And (He has Created)

horses, mules, and donkeys, for you to ride and

decorate. Allah Created what you do not know ".

(QS.An-Nahl: 8). * is a horse, mule, donkey to ride

on”.

If we look at this verse, it turns out all the vehicles

have been mentioned in the Qur'an. But is not it in this

verse only 3 mentioned ? Which are horses, mules

and donkeys ?

Yes, the so-called specifics are only horses, mules

and donkeys. But note, at the end of the verse it is

explained that Allah Created what is unknown to

man. The end of the verse becomes a sign that in the

future will emerge a new vehicle with various forms

and sophistication. But humans in those days can not

understand and understand it. Just imagine, who

would have thought it would have created an iron bird

(airplane) that could fly so fast through the sky and

clouds? Really their minds can not understand it.

4.6 The Purpose of Creating a Means

of Transportation

The purpose of the creation of vehicles according to

Al-Quran is to be mounts and ornaments. See, today

many people who buy a vehicle not only to ride, but

also to show off and decorate themselves. In ancient

times they bought the best horses to be proud of.

That is Transportation in the Qur'an. What about

Gojek? The answer is the same as the above

explanation and Islam does not forbid its ummah to

use this mode of transportation

4.7 Business Contribution in

Increasing the Society in Home

In mathematics the income of almost all respondents

(motorcycle drivers) acknowledge that it has

contributed to the increase of people's income.

Therefore, the appeal of users and service providers

continues to grow. Because if you look on the road

the easier we get those who use and service providers.

Gojek online business has given meaning to society.

5 CONCLUSIONS

The presence of gojek online in the middle of society

has changed the pattern of ordinary people who do not

know the digital world now has been use the digital

world. The user community and the online driver

community have understood the online application

technology of gojek. Although in the early days of

online goings got the resistance from conventional

pedicap but because of the need of the community

for easy access, the driver's friendliness, and the cost

is very affordable, now gojek online has become an

option for digital community groups. The need for

knowledge of the internet and the people's eagerness

in using this transport service has created new

opportunities in the service business and has been

able to increase the value of internet package sales

transactions. And the need for services in the field of

this internet has also increased sales of smartphones

based android.

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