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All Journal Jobmark: Journal of Branding and Marketing Communication
Maulana , Gerry
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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The Gojek Way: An Instrumental Branded Content Analysis of #PastiAdaJalan Campaign Atthahirah, Amienah; Maulana , Gerry; Jamin , M Irsyad; Ismail, Rexy Fajrin; Resky , Sekar Anugrah; Putri , Wiyanie
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.306

Abstract

This article analyses the communication strategy of the Gojek brand, an online transportation service, through its campaign entitled #PastiAdaJalan. Using the instrumental Branded Content Analysis (BCA) method, this study finds various ways Gojek communicates its brand value as a solution for urban communities in meeting their urban needs and problems, such as anti-congestion transportation, online food ordering, online payments, and many more, yet another online service that accompanies consumer mobility. The slogan and hashtag #PastiAdaJalan is a crucial message that conveys Gojek's promise as a brand that provides integrated, practical and efficient technological service solutions. This study provides important insights for brands in communicating their brand simply, focused, and consistently through creative and meaningful content.
Co-Authors Atthahirah, Amienah Ismail, Rexy Fajrin Jamin , M Irsyad Putri , Wiyanie Resky , Sekar Anugrah