Program Campus Ambassador Sebagai Strategi IMC PT Gojek dalam Meningkatkan Brand Awareness di Kalangan Mahasiswa

Authors

  • Moh Fikran H Universitas Mulawarman
  • Rina Juwita Universitas Mulawarman

DOI:

https://doi.org/10.37329/ganaya.v8i2.4215

Keywords:

Integrated Marketing Communication, PT Gojek, Brand Awareness, Gojek Campus Ambassador

Abstract

The rapidly growing digital technology industry is accompanied by increasingly tight competition, thus encouraging companies to implement various innovative strategies to increase brand awareness, especially among the younger generation. This study analyzes how the marketing communication strategy carried out by PT Gojek in increasing the company's brand awareness among students, through its latest program, Gojek Campus Ambassador. This study is based on qualitative methods, using a mixed approach between literature studies, program-related documentation, and interviews with PT Gojek informants and one of the program participants. The results of the study indicate that the implementation of the Integrated Marketing Communication (IMC) strategy in this program has succeeded in significantly increasing the brand awareness of the company PT Gojek among students, as evidenced by the success of PT Gojek in attracting the interest of more than 72,000 students throughout Indonesia to participate in the Gojek Campus Ambassador program. The IMC strategy implemented in the program in this study combines various elements of communication channels, this study shows that the integration of marketing communication strategies through digital media, direct promotions, and student involvement as campus ambassadors contributes effectively to significantly increasing PT Gojek's brand awareness among students. In addition, the results of this study also found that involving the younger generation in marketing strategies can expand the reach of the audience in increasing brand awareness because through the younger generation can easily build emotional closeness that can increase the relevance of brand acceptance in the targeted market segment, namely students. The conclusion of this study can provide an overview to companies in implementing effective marketing strategies to reach the younger generation market, especially among students, through the concept of Integrated Marketing Communication.

References

Aaker, D. A. (2018). Manajemen Ekuitas Merek: Memanfaatkan Nilai Dari Suatu Merek. Jakarta: Mitra Utama.

Adjie, B. P., & Fahmi, M. A. (2023). Strategi Content Marketing Dalam Meningkatkan Brand Engagement Pada Akun Instagram Geti. Incubator PT. Global Edukasi Talent Incubator. Economics and Digital Business Review, 4(2), 221-229.

Ardyan, E. E., Gunarso, S., Apriyanto, & Ibrahim, H. (2025). Buku Ajar Komunikasi Pemasaran. Jambi: PT. Sonpedia Publishing Indonesia.

Bakalo, A., & Amantie, C. (2023). The Advertising & Promotion an Integrated Marketing Communications Perspective Scientific Literature Review. International Journal of Integrative Research (IJIR), 1(3), 131-148.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. London: Pearson UK.

Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC Antecedents And The Consequences Of Planned Brand Identity In Higher Education. European Journal of Marketing, 51(3), 528-550.

Gabriela, G., Rumagit, G. P., & Vanel, Z. (2025). Analisis Strategi Integrated Marketing Communication (IMC) Aerostreet Dalam Membangun Brand Awareness. YUME: Journal of Management, 8(1), 1552-1567.

Haddad, D. A. (2025). Perancangan Strategi Digital Marketing Menggunakan Media Sosial Instagram Dengan Metode SWOT Dan SOSTAC: Studi Kasus: Nailbysiska. Jurnal Pasundan Informatika, 4(1).

Juwita, R., Guntoro, G., Rohmah, A. N., Dwivayani, K. D., & Fikran, M. (2025). From Insight to Impact: Harnessing Big Data for Sustainable Corporate Storytelling With Gojek. Available at SSRN 5190653.

Kotler, P., & Keller, K. L. (2016). Marketing Management. London: Pearson.

Kurniawan, F. R., Setyowati, S., & Ihsaniyati, H. (2018). Strategi Integrated Marketing Communication (IMC) Usaha Kedai Susu Mom Milk Untuk Menarik Minat Konsumen. SEPA: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 13(2), 167-177.

Luxton, D. D., Pruitt, L. D., & Osenbach, J. E. (2014). Best Practices For Remote Psychological Assessment Via Telehealth Technologies. Professional Psychology: Research and Practice, 45(1), 27-35.

Mardhiyah, N. S., Rusydi, M., & Azwari, P. C. (2021). Analisis Technology Acceptance Model (TAM) Terhadap Penggunaan Aplikasi Gojek Pada Mahasiswa Di Kota Palembang. Esensi: Jurnal Bisnis Dan Manajemen, 10(2), 173-180.

Philip, K., & Lane, K. K. (2021). Intisari Manajemen Pemasaran. Yogyakarta: Yogyakarta: Andi, 2021.

Pamungkas, P. D. A. (2022). Green Technology: Pertobatan yang Menyelamatkan Lingkungan dan Menjaga Keberlangsungan Hidup Bumi. TarFomedia, 3(2), 28-33.

Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing The Integrated Marketing Communication (Imc) Through Social Media (SM): The Modern Marketing Communication Approach. Sage Open, 12(2).

Romdona, S., Junista, S. S., & Gunawan, A. (2025). Teknik Pengumpulan Data: Observasi, Wawancara Dan Kuesioner. JISOSEPOL: Jurnal Ilmu Sosial Ekonomi dan Politik, 3(1), 39-47.

Semesta, N. D., & Anggraini, O. (2025). Inovasi Gojek Dalam Meningkatkan Kepuasan Mitra Dan Pelanggan. Prosiding Management Business Innovation Conference (MBIC), 8, 504-517.

Sadewo, D. U., & Widyatama, R. (2024). Kepercayaan Publik dalam Iklan: Peran Kunci Publik Figur. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, 9(1), 136-150.

Silviani, I., & Darus, P. (2021). Strategi Komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication (IMC). Surabaya: Scopindo Media Pustaka.

Suarsa, S. H., Judijanto, L., & Kushariyadi, K. (2025). Pemasaran Digital: Teori dan Praktik Pemasaran Digital UMKM di Indonesia. Jambi: PT. Sonpedia Publishing Indonesia.

Yusuf, S. A., & Khasanah, U. (2019). Kajian Literatur Dan Teori Sosial Dalam Penelitian. Metode Penelitian Ekonomi Syariah, 80, 1-23.

Downloads

Published

08-05-2025

How to Cite

Fikran H, M. ., & Juwita, R. (2025). Program Campus Ambassador Sebagai Strategi IMC PT Gojek dalam Meningkatkan Brand Awareness di Kalangan Mahasiswa. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 8(2), 329–347. https://doi.org/10.37329/ganaya.v8i2.4215

Issue

Vol. 8 No. 2 (2025)

Section

Articles

License

Copyright (c) 2025 Moh Fikran H, Rina Juwita (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

An author who publishes in the Ganaya : Jurnal Ilmu Sosial dan Humaniora agrees to the following terms:

  • Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
  • Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
  • Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).

Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.