The Application of Technology as a Factor of Success in the

Transportation Business Online:

Case Study on using Technology Application Taxi Online

Abdul Haris

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

Keywords: Application of Technology, Business Online, Transportation Online.

Abstract: Public transport is known as two-wheeled motorcycle taxis. In big cities such as Jakarta, this type of

transport are familiar and have been around for a long time. The community is very helped by the existence

of this mode of transportation. Especially in areas of dense traffic and small roads. There is a kind of motor

is also using human power. The community generally in using this type of transportation is due to the ease,

speed, and the costs are quite affordable. With the advancement in technology and information services for

visitors any progress in line with the needs of the community that always like to get a service that is easy,

safe, fast, and cheap. The use of technology applications on the GO-JEK service (a taxi service using the

online application) has helped increase the income of the drivers and help the community get the service

easily. There is hardly any difficulty in access for the public and motorcycle taxi drivers of the increase in

revenue was the result of a very useful innovation make the lives of carpenters who is now better known as

the GO-JEK. The impact of another successful GO-JEK was from the inception of the kinds of business that

can also generate additional revenue for entrepreneurs GO-JEK and driver’s. The effort is meant is the

service delivery of documents and the delivery of food services and other services using the application as a

communication conduit.

1 INTRODUCTION

In big cities like Jakarta, Surabaya, and Medan

traffic congestion problems have become a daily

problem for the community. The cause of this

bottleneck is very diverse, including imbalances in

the number of motor vehicles with available road

segments. Progress that is not comparable between

the two is almost certainly because if it is calculated

the number of vehicles is always increasing

progressively. That's why traffic jams often occur

especially at certain hours where the user of the road

races with time to get to the destination. Besides the

growing number of unbalanced vehicles and

roadways added to the congestion factor is the

behavior of motorists who often do not adhere to

traffic rules and ignore the ethics of manners in

driving. This is certainly very disturbing between

one rider with another rider. In addition to the cause

of the chaotic traffic in particular are the

motorcyclists who less obey the rules of traffic

where the number continues to increase as a result of

the ease to own a motorcycle. This means that the

system of financing factors that contribute in

multiplying the number of two-wheeled motor

vehicles on the highway.

Public transportation users who are struggling

with time are in dire need of a fast, safe,

inexpensive, and easy access mode when they are

needed. Therefore it is necessary that the mode of

transportation that provides the needs of the

community. The means in question is the

transportation and the means that can connect the

transport user with the transport provider.

Application technology on GO-JEK online has

helped many people in using this two-wheeled mode

of transport. Technological applications have played

a major role and become a supporter of success in

the online transportation business.

GO-JEK was born from the idea of the CEO

(chief executive officer) and Managing Director of

Nadiem Makarim who claimed to be an ojek user.

Motorcycle taxi is a very effective transportation for

mobility in the city congestion. With his experience

when riding motorcycles on the streets that jammed

he then created GO-JEK, a shuttle service with a

382

Haris, A.

The Application of Technology as a Factor of Success in the Transportation Business Online: Case Study on using Technology Application Taxi Online.

DOI: 10.5220/0009021400002297

In Proceedings of the Borneo International Conference on Education and Social Sciences (BICESS 2018), pages 382-387

ISBN: 978-989-758-470-1

modern ojek-based order. PT GO-JEK Indonesia

which has been passing its journey since 2011. GO-

JEK is made from indonesia which was first born

with good intention to provide solution to facilitate

daily life in the middle of urban congestion. At that

time, how can people get easy, safe, convenient, and

reliable services with clear tariffs, while partners can

become easier in getting customers and increasing

revenue. The organized GO-JEK service is well-

liked by the community and partners, although the

number is still very small compared to now. At that

time, the services offered by GO-JEK include

transportation, courier, and shopping. Goal PT GO-

JEK time is to improve the performance of the

motorcycle taxi drivers. In 2015 PT GO-JEK

decided to provide GO-JEK services in the form of

an application. So GO-JEK becomes a technology-

based solution that facilitates all the daily life needs

of the community. This is where the growth of GO-

JEK becomes very significant. When the GO-JEK

app is launched in 2015, there are three services

offered: transport, instant courier, and shopping.

GO-JEK has features in the form of transport

services that can be ordered online, using GO-JEK

APP (apps) that can be downloaded via smartphone

or with other gadgets, consumers can order GO-JEK

drivers to access all 10 services, with how to enter

the person's address to find out the cost of using the

service, then use the use my location service to

direct the driver to where the person is located.9

GO-JEK offers 8 (eight) service features that can be

utilized by its customers ie Go-Send Goods), Go-

Ride, Go-Food, Go-Mart, Go-Glam, Go-Massage,

Go-Go, Go-Clean, GoBusway and Go-Tix.

emphasizing excellence in speed, innovation and

social interaction. GO-JEK is a company in legal

status as a service provider. GO-JEK is also working

with several business partners as a supporter in

operating GO-JEK itself, as GO-JEK company

implemented a recruiting partner system in order to

increase employment for ojek drivers who were not

yet tied to any company. The establishment of GO-

JEK Company is based on Law Number 40 Year

2007 regarding Limited Liability Company, as the

legal basis for establishment of GO-JEK Company

and become a company that has legal status. In

practice, PT GO-JEK INDONESIA is registered at

KEMENKUMHAM as an Application Service

Provider Company. This company as a liaison

between passengers (consumers) with ojek driver

(business actor) easily. 9 http://www.go-

jek.com/faq.html accessed on March 6th at 21:22

WIB 11 As a technology company, GO-JEK has

Trading Business License (SIUP), Business Place

License (SITU), Domicile Certificate Company

(SKDP), Company Registration (TDP) and

Taxpayer Identification Number (NPWP). 3.

Motorcycle Taxi Online as a Public Motor Vehicle

The definition of transportation according to Article

1 number 3 UULLAJ is "the movement of people

and / or goods from one place to another by using a

vehicle in a road traffic space". According to the

Decree of the Minister of Transportation No. 35 of

2003 on the Implementation of the Transport of

people on the street by public transportation,

Transports are "the movement of people and / or

goods from one place to another by means of

vehicles". Based on article 1 point 10 UULLAJ jo

article 1 point 5 PP Number 74 Year 2014 on Road

Transport states that public motor vehicles are "any

motor vehicle used for the transport of persons and /

or by a fee". Basically, the existence of motorcycle

taxi as a motorcycle has two advantages and

uniqueness since ojek can provide door to door

service, can reach difficult locations such as alleys

and narrow roads, or able to pass the traffic jam. But

motorcycle taxi drivers are said to be illegal public

transport, because there is no regulation specifically

regulating motorcycle taxis in motorcycles. The

existence of motorcycle taxi itself can be said to be

needed by the community. Motorcycle taxi is said to

be the transport of people with two-wheeled motor

vehicles. Not specifically regulated on motorcycles

as public transport vehicles, because there are some

problems in the administration of ojek registration as

a public motor vehicle in the Department of

Transportation.

2 METHODOLOGY

According to Daymon & Holloway (2008), case

studies are a research strategy with multiple sources

of evidence (qualitative, quantitative, or combined

evidence) of a time-limited and observed

observation unit. To quote Daymon & Holloway's

opinion, this research method uses case study

approach that is by taking the example of cases by

describing qualitatively, researching the facts

available and available in the field.

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

The Application of Technology as a Factor of Success in the Transportation Business Online: Case Study on using Technology Application

Taxi Online

383

Based on the opinion of this case Yin studied and

presented in the form of scientific papers and

published with the aim to be known by the people as

a contribution in the analysis of development of

science and technology applications online transport

business.

2.1 Data Source

There are two sources used are 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.

Primary data obtained from the respondents through

questionnaires, or data from interviews with

researchers.

Secondary data can be records or documentation of

the company in the form of absenteeism, salary,

financial reports publications company,government

reports, data obtained from magazines, and so forth.

In this research the data source used is primary data

source and secondary data source. That is the source

of data sourced on the subject of where the data can

be obtained. The interviews were conducted to

collect the data, and the source of the data was from

the respondent, the person who answered the

questions, written or oral, the respondents were

drivers and customers.

2.2 Data Collection Technique

Data collection techniques in this study using

interviewing techniques (interviews) with the

informants (informants). Interviews are

conversations and frequently asked questions to get

data and research information. Interviews are

conducted separately with four resource persons,

namely Online Transport Service Sales, and Online

Products, online consumers, online business experts,

and marketing communications experts.

2.3 Analytical Technique

The analysis in this study uses qualitative data

analysis intended to obtain a comprehensive

overview of what is covered in the problems studied

conducted in the field at the time of data collection.

In the process of analysis, according to Miles and

Huberman there are three main components that are

intertwined models or interactive models, namely:

2.3.1 Data Reduction

Data Reduction is the process of selection, focusing

on simplification, abstraction, and transformation of

"rough" data arising from written notes in the field.

Data reduction continues throughout the qualitative-

oriented project. Data reduction is not something

separate from the analysis. Data reduction is a form

of analysis that sharpens, directs, discards the

unnecessary, and organizes the data in such a way

that its final conclusions can be drawn and verified.

2.3.2 Data Presentation

Presentation of data is a series of information that

allows research conclusions can be done. By looking

at data presentation, research will be able to

understand what is happening and allow to do

something on the analysis.

2.3.3 Conclusion

From the presentation of data that has been

compiled, then the researcher can draw a final

conclusion. Miles and Hubberman, explained that in

the analysis activities and data collection activities is

a cyclical and intractive process.

The researcher moves between four "axes" of the

coils during data collection, then moves back and

forth between data reduction activities, data

presentation, and conclusions.

2.4 Research Sites

The location of the research was conducted in

Medan, Palembang, Lampung, Jakarta. Respondents

who become the object of this study are the drivers

and customers in the towns operating area GO-JEK

online include the city of Medan, Serdang Bedagai,

Tanjung Morawa, Lubuk Pakam, Binjai and the area

reached by the service GO-JEK using online

application services. Operating times are adjusted to

the operating hours of the online GO-JEK service.

3 RESULTS AND DISCUSSION

The Internet is a global system consisting of

computers and computer networks that are

interconnected, which communicate using TCP / IP

protocol. Although the Internet was originally

intended for simple data exchange, the Internet has

now grown affecting the entire domain of society,

BICESS 2018 - Borneo International Conference On Education And Social

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such as economics, socialization, information, health

services, education, and so on.

To run online business advertising GO-JEK can

not be separated from the above technological tools.

And customers who will order services must also

have a service and adept using the above

technological means. The affordable cost and ease of

operation make it attractive for anyone to use GO-

JEK services.

Basically, the online advertising business model

is like a media business model. You must have read

media, such as Kompas, Detik.com, certain brand

magazines, and so forth. Well media businesses

usually earn revenue from advertising. When we

want to run an online business with advertising

business model then we will play in the field of

media, exactly online media.

Figure 1. Information System Components.

3.1 Information System Components

• Software: is a component that enables hardware

to process data through specified

communications procedures and networks.

• Go-Jek offers software in the form of Android

apps, iOS, and also Website. So users can

connect and utilize existing information

systems.

• Hardware: are the physical devices through

which the software is located.

Go-Jek uses the Smartphone as a hardware that

will be installed in the form of Go-Jek applications

by the user.

• People: is all parties responsible for the

development of information systems,

processing, and data usage.

• In Go-Jek there are the following parties:

Programmer, System Analyst, Database

Administrator, Driver or other service

successor, User / Passenger, and others.

• Database / Data: The components of

information are stored systematically, so it can

be used to support the activities of the company.

• At Go-Jek, among others are passenger data,

driver data, location coordinates, Go-Pay data,

and others.

• Computer Network: is a medium that connects

all components together.

• Go-Jek uses the Internet network, so it can

connect users or clients with their cloud-based

information systems.

• Procedures: A set of rules that are used to

realize the data processing and the

corresponding output conformity.

• Matters concerning systematic processes in Go-

Jek applications, such as SOP Booking, SOP

Payments, Recruitment SOP, and others

3.2 Motorcycle Ticket

Motorbike taxis are the most common form of

unlicensed transportation in Indonesia, where they

are known as motorbikes. Ojeks can be found in

most areas of the country, from cities where traffic

congestion usually inhibits other forms of

transportation, to rural areas inaccessible to four-

wheeled vehicles. Due to traffic, motorbikes are

often the fastest form of transportation, especially in

Jakarta. Many people choose them in taxis, which

are safer, but slower and more expensive.

Many motorcycle taxi drivers have their own

vehicles or buy them on credit, although in some

areas, stolen motorcycles are common. The

widespread domestic and cheap motorcycles made

by Honda, Yamaha, and Suzuki, and the cheaper

ones imported from China, as well as the credit

schemes used to buy this, have resulted in the rapid

growth of motorcycle taxis. Ease of SIM can also be

a supporting factor.

Figure 2. Motorcycle Taxi

The Application of Technology as a Factor of Success in the Transportation Business Online: Case Study on using Technology Application

Taxi Online

385

The picture above shows the motorcycle

motorcycle and the driver who is waiting for

passengers at the motorbike base. The sight of a

motorcycle taxi driver was waiting. It was a sight a

few years back. Currently the ojek driver is no

longer waiting at the base, but has been more active

to visit prospective passengers. This is because the

users of this transport and the driver has been

actively using application technology with internet

support. And it is very clear how important the

application technology on online transport process.

3.3 Internet Marketing

Internet Marketing consists of two words, internet

and marketing. According to Wikipedia, the internet

is a world-scale computer network that allows

people to interact using services such as email,

online chat, file transfers and web pages. While

marketing in the Indonesian language is called

marketing.

Marketing, a process aimed at knowing the

desire of consumers, allocate products or services in

accordance with the wishes, making a consumer

interested in the product or service. A marketer has

the main task of making consumers familiar with the

products or services offered through marketing

techniques. Without a marketing effort, a company

usually will not be successful for long periods of

time.

From both the above meanings, the word Internet

Marketing. Internet Marketing is actually simple in

meaning though difficult in implementation. Internet

marketing is commonly referred to as online

marketing or E-marketing. Differences internet

marketing is the use of internet media to support the

marketing process, so that the marketing process

more effective, faster and cheaper cost.

Internet business is also known by the name of

online business is a business trend that some of the

last period of development is very rapid. This is

because the growth of internet users is very rapid

from year to year. So with the increase of internet

users is then the provision and service in this field

continues to increase so that internet users are

spoiled with various conveniences. Ease of acquired

certainly does not rely on one particular sector but

thorough in all sectors. There's nothing we can not

get from the internet. From the kitchen to the living

room, from feet to head, office, school, automotive,

and many more sectors, maybe even hundreds of

categories that can all be met from the internet. Just

by sitting at the computer, can be at home, at the

office, at the hotel or wherever as long as you can

access the internet, we can order it to meet the needs

or business, which required only notebook / PC and

Hand Phone Android with internet access. Of

course, this ease becomes the choice of many

circles.

3.4 Application Technology

How can application technology serve many things?

The answer is with internet support. Application

technology that has been designed in such a way can

be run after connecting to the internet. As for online

motorcycle taxis, then as an absolute requirement is

to be connected to the internet. Motorcycle drivers

and passengers must be equally oppressed through

interenet. So you can imagine how important the

relationship between the application and the internet.

Online transport business is highly dependent on the

internet and must have its own application, which

should be designed as easy and as easy as possible.

Starting from the type of mobile phone used up to

how much Internet quota should be available into

knowledge that can be formed and spread quickly

and does not take long to master it.

Figure 3. GO-JEK drivers online

Figure 4. Passenger GO-JEK Online

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4 CONCLUSION

1. In its daily operation PT. GO-JEK Online

desperately needs internet device support.

2. Digital equipment at GO-JEK operators is a

vital tool for GO-JEK and for customers of GO-

JEK.

3. According to the manager of PR GO-JEK the

equipment provided is indeed in the designation

of drivers GO-JEK, Customer GO-JEK, and

stakeholders growing.

4. The form of the devices has been prepared in

such a way that it is very easy to use for

operator, drivers, and customers.

Two-wheeled online transportation has been well

known and widely used in Indonesia, especially in

big cities. This mode of transportation has become

the choice of lower, middle, and top society. To be

able to use this means of transportation users and

drivers in dire need of application technology that

must be connected to the internet. Without

application and internet technology we cannot order

and use online transportation services. Vice versa,

online transportation service providers must have the

ability to operate the application technology and its

devices. Therefore, as an important factor of

application technology is one of the keys to success

in the online transportation business.

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