Analysis of Online Ojek Consumer Interaction on Social Media X Related to Online Ojek Service Quality (Study on Gojek Indonesia and Maxim Indonesia)

Abstract

Indonesia is entering the era of Industry 4.0, where digitalization and the internet play a crucial role in developing information and networks. This is evidenced by the increasing internet penetration in Indonesia in 2023.  Digital applications, such as the ride-hailing services Gojek and Maxim, have simplified transportation for people. Social media platforms like X allow consumers to share information and experiences related to these services, thus reflecting the perceived quality of the services. This research explores consumer interactions regarding the quality of Gojek and Maxim on platform X.  It aims to understand consumer interaction patterns and conversation topics related to service quality on these platforms. A descriptive qualitative approach is employed, utilizing Social Network Analysis and Topic Modelling methods. The results indicate that complaints primarily drive consumer interactions. Gojek users tend to emphasize Reliability, such as service consistency, while Maxim users focus more on security-related guarantees.  Social media, particularly "menfess" (confession) accounts, has become a channel for anonymous complaints.  Social media data can help companies understand customer needs and improve service quality.