Research on the Global Decacorn Start-up Marketing Communication Strategy Based on AISAS Model : A Case Study of GOJEK

This study aims to analyze marketing communication strategy of GOJEK, a global decacorn start-up as an online transportation in the new media era, based on the AISAS model. The study results showed that creative marketing communication strategies based on thorough consumer analysis played an important role in helping GOJEK become the pioneer in online motorcycle taxis. GOJEK has attracted a lot of public attention with its creative digital marketing strategy based on high-level service. Once consumers pay attention to GOJEK, they use the internet and various social media to find more information about the GOJEK brand and use online communities to share GOJEK with people around them. Consumer verbal and written communication in online communities has a positive effect on increasing GOJEK users by generating word of mouth. These research results have theoretical and practical implications by showing marketing strategies for startups to grow into global decacorns.