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All Journal Aptisi Transactions on Management
Bimantoro
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Computer Science & IT Decision Sciences, Operations Research & Management

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Innovative Strategies Using Gojek and Grab Digital Platforms to Boost Brand Sales Heru Riza Chakim, Mochamad; Mulyati; Bimantoro; Partogi, Chris
APTISI Transactions on Management (ATM) Vol 9 No 2 (2025): ATM (APTISI Transactions on Management: May)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/atm.v9i2.2464

Abstract

In the digital era, shifting consumer behaviors and advancing technology ne- cessitate innovative marketing strategies. This study examines how brands leverage on-demand platforms like Gojek and Grab to enhance sales, market reach, and engagement, situated within global digital transformation trends akin to platforms like Uber Eats. Employing a qualitative case study and literature analysis, it identifies strategies grounded in theories such as consumer loyalty and customer value, including location-based promotions (used by 70% of businesses), data-driven personalization, and loyalty programs (adopted by 80%). These approaches improve distribution and create personalized cus- tomer experiences, with reviews and analytics informing decisions. However, challenges like high commission fees and algorithm dependency, particularly for MSMEs, require strategic solutions. Findings highlight that platform col- laborations drive competitive advantage, mirroring global platform economies. This research offers actionable insights for MSMEs and enterprises to design effective digital strategies and recommends exploring platform applications in non F&B sectors for future studies, contributing to digital marketing literature and practice in dynamic markets.
Influence of Incentives and Work Motivation on Employee Productivity at PT Panelindo Graha Nusantara Mulyati; Tarmizi, Rasyid; Mutiara Zahrani, Amelia; Bimantoro
APTISI Transactions on Management (ATM) Vol 9 No 2 (2025): ATM (APTISI Transactions on Management: May)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/atm.v9i2.2467

Abstract

This study investigates the impact of incentives and work motivation on em- ployee productivity at PT Panelindo Graha Nusantara, a company operating in the electrical panel manufacturing sector. The importance of employee produc- tivity in achieving organizational goals motivates this research, particularly in the context of human resource management strategies. The objective is to analyze both the partial and simultaneous effects of incentives and motivation on sample of 72 employees. Data were collected using structured questionnaires and analyzed through classical assumption tests, multiple linear regression, and determination coefficient analysis using SPSS software. The results indicate that incentives and work motivation both have significant positive effects on employee productivity individually and simultaneously. The partial tests show significance with t-values exceeding the critical t-value, and the simultaneous test reveals a significant F-value well above the threshold. The coefficient of determination suggests that 65.3% of the productivity variance can be explained by these two variables. In conclusion, the findings emphasize the critical role of properly designed incentive systems and motivation strategies in enhancing employee productivity. These insights provide valuable guidance for managers aiming to optimize workforce performance in similar industrial settings
Co-Authors Heru Riza Chakim, Mochamad Mulyati Mutiara Zahrani, Amelia Partogi, Chris Tarmizi, Rasyid