Analysis Public’s perspective towards “Grab” and “Gojek” brand image through their social media posts during the online transportation Strikes in 2024

¹ Universitas Ary Ginanjar, Communication Science Department, 12190 South Jakarta, Indonesia
² LSPR Institute of Communication & Business, Post Graduate Department, 10220 Central Jakarta, Indonesia

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study examines public perceptions of the brand images of Grab and Gojek, leading online transportation platforms in Indonesia, as articulated through social media interactions during the 2024 online transportation strikes, which disrupted essential urban mobility services, constituted a crisis that required rapid and strategic responses from both companies. Beyond drawing attention to drivers’ working conditions, the events underscored the central role of social media in shaping and reflecting public sentiment toward corporations in crisis. Adopting a qualitative interpretive approach, this research applies the Social-Mediated Crisis Communication (SMCC) model to analyses how audience responses influenced public evaluations of Grab and Gojek, thereby emphasizing the importance of effective crisis communication in safeguarding brand reputation. The questions: How did the public perceive the drivers’ strikes and demonstrations based on social media discourse?, What crisis communication strategies did Grab and Gojek employ in response to the social media crisis?. The findings indicate strong public empathy toward drivers’ demands and declining trust in both platforms, with some users considering alternative services. In response, Grab and Gojek emphasized openness to dialogue and feedback to foster mutual understanding. The study further highlights the necessity of government involvement in establishing comprehensive regulatory frameworks to support all stakeholders.