Sustainability Marketing Boosts Gojek’s Brand Image and Customer Loyalty, Indonesian Study Finds

 

Illustrasion by AI 

 

FORMOSA NEWS - Tangerang Selatan - Sustainability is no longer just a corporate slogan for Indonesia’s digital companies. A 2026 study by Veta Lidya Delimah Pasaribu and colleagues finds that sustainability management has become a core element of Gojek’s marketing strategy, directly strengthening its brand image and customer loyalty. Conducted by researchers from the Faculty of Economics and Business at Pamulang University and the Postgraduate Faculty of Management Science at Pakuan University, and published in the Jurnal Sosial, Politik dan Budaya (SOSPOLBUD), the research shows that Gojek’s integration of environmental, social, and economic values has delivered tangible reputational and loyalty benefits. The findings matter as Indonesian consumers increasingly expect technology platforms to demonstrate real commitment to sustainability.

 

Why Sustainability Matters in the Digital Economy

In today’s digital and highly competitive marketplace, companies are under growing pressure to balance profit with social and environmental responsibility. Climate change, urban pollution, and social inequality have pushed sustainability to the forefront of public debate. At the same time, consumers—especially millennials and Gen Z—are more likely to support brands that reflect their personal values.

Indonesia’s digital transportation and service sector is a clear example of this shift. Platforms like Gojek operate at massive scale, influencing urban mobility, employment, and environmental impact. As a result, sustainability is no longer viewed as an optional corporate social responsibility program, but as a strategic business foundation.

The study by Veta Lidya Delimah Pasaribu, Reza Khairul Hadi, Doni Wihartika, and Hari Gursida explores how sustainability management is embedded in Gojek’s marketing strategy and how it shapes public perception and customer loyalty in Indonesia’s fast-growing digital economy.

 

How the Research Was Conducted

The researchers used a qualitative descriptive design based on an extensive literature review. Instead of collecting surveys or interviews, the study analyzed credible secondary sources to understand real-world practices and outcomes.

The data included:

·         Scientific journals on sustainability, marketing, brand image, and customer loyalty

·         Official Gojek and GoTo Group sustainability and economic impact reports

·       Publications from global and national institutions such as the World Economic Forum, Nielsen, McKinsey, Brand Finance, and Indonesia’s Ministry of Environment and Forestry

·         Industry data from Statista, YouGov, and major Indonesian media

Using content and thematic analysis, the authors examined how sustainability initiatives align with the Triple Bottom Line framework—People, Planet, and Profit—and how these initiatives influence brand image and customer loyalty.

 

Key Findings: Sustainability as a Marketing Asset

The analysis highlights several important findings that explain why sustainability has become a strategic advantage for Gojek.

1.    Sustainability is embedded in Gojek’s core marketing strategy Gojek integrates sustainability directly into its branding and communication. Campaigns such as “Gojek for Indonesia” and “Go Green” present the company as not only a technology innovator, but also a socially and environmentally responsible platform.

2.    Triple Bottom Line principles guide real programs Gojek applies sustainability through concrete initiatives:

·          People: Driver partner empowerment, financial inclusion, safety training, and MSME digitalization programs

·      Planet: Electric motorcycle adoption, the GoGreener feature, carbon reduction initiatives, and waste management partnerships

·      Profit: Digital ecosystem growth through the GoTo platform, contributing significantly to Indonesia’s economy

By 2024, Gojek had supported more than 1.2 million driver partners through training programs and helped over 500,000 MSMEs enter the digital economy.

3.     Sustainability strengthens brand image Survey data cited in the study show that around 75 percent of respondents hold a positive perception of Gojek due to its sustainability initiatives. Brand Finance rankings also place Gojek among companies with strong public reputations linked to responsible business practices.

4.      Customer loyalty increases alongside sustainability commitment Sustainability does not only improve perception—it deepens emotional attachment. Approximately 80 percent of users report stronger loyalty to brands that actively implement sustainability initiatives. For Gojek users, loyalty is shaped not just by price and speed, but by the platform’s social and environmental impact.

 

Challenges Behind Sustainable Marketing

Despite its success, the study notes that sustainability management is not without obstacles.

·       High initial investment costs: Electric vehicles and green infrastructure require significant upfront capital, which can affect short-term profitability.

·    Low public awareness: Only about 40 percent of consumers are fully aware of sustainability initiatives undertaken by brands they use.

·      Behavioral gaps: While many consumers support sustainability in principle, fewer are willing to change daily habits to support sustainable services.

·     Regulatory and competitive pressures: Constantly evolving regulations and competition from other platforms adopting similar strategies require continuous innovation.

These challenges highlight the need for consistent communication, consumer education, and long-term strategic planning.

 

Why the Findings Matter

The study confirms that sustainability-oriented marketing can generate both societal value and business value. For digital platforms like Gojek, sustainability acts as an intangible asset that enhances brand credibility, customer trust, and long-term loyalty.

As Veta Lidya Delimah Pasaribu of Pamulang University emphasizes in an ethical paraphrase, sustainability management is no longer an additional activity but a strategic pathway that aligns corporate growth with social responsibility and environmental care.

 

Implications for Business and Policy

·      For companies: Sustainability should be communicated transparently and integrated into core services, not treated as a side campaign.

·     For policymakers: Incentives, green subsidies, and supportive regulations can accelerate sustainable innovation in digital transportation.

·      For consumers: Greater awareness of sustainability initiatives can empower more responsible consumption choices.

In a crowded digital marketplace, sustainability emerges as a key differentiator that builds lasting relationships between brands and users.

 

Author Profile

Veta Lidya Delimah Pasaribu, M.M. is a lecturer and researcher at Pamulang University, specializing in marketing management, sustainability strategy, and consumer behavior.
Reza Khairul Hadi, M.M. is affiliated with Pamulang University, with expertise in business strategy and marketing. Doni Wihartika, M.M. and Hari Gursida, M.M. are academics at Pakuan University, focusing on management science and sustainable business practices.

 

Source

Journal Article: Sustainability Management in Gojek’s Marketing Strategy: Impact on Brand Image and Customer Loyalty

Journal: Jurnal Sosial, Politik dan Budaya (SOSPOLBUD)

Year: 2026

DOI: https://doi.org/10.55927/sospolbud.v5i1.16138