Strategic Analysis of PT GoTo Gojek Tokopedia Tbk

Soebroto, Surya and Susanto, Joseph (2026) Strategic Analysis of PT GoTo Gojek Tokopedia Tbk. Jurnal Media Ekonomi, 31 (1). ISSN 2656-8861 (Submitted)

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Abstract

Abstract Purpose: This research analyzes the management strategy of PT GoTo Gojek Tokopedia Tbk, this company is one of the largest e- commerce company in Indonesia. Research Methodology: This research evaluates company performance through external analysis using PESTEL and Porter’s Five Forces and internal analysis which include value chain and SWOT. This research uses tools such as TOWS Matrix, Space Matrix, IE Matrix, and BCG Matrix. Results: The external analysis indicates that Indonesia's digital economy offers significant growth opportunities despite increasing competitive pressure, regulatory changes, cybersecurity risks, and macroeconomic challenges. The EFE and IFE matrices indicate that the company has an average ability to respond to external opportunities while its internal capabilities still require improvement. The Competitive Profile Matrix shows that GoTo ranks behind Shopee in the Indonesian e-commerce market. Furthermore, the IE Matrix places GoTo in the Hold and Maintain quadrant, the SPACE Matrix indicates a Competitive position, the BCG Matrix classifies the e-commerce business as a Star, and the Grand Strategy Matrix places the company in Quadrant I. Overall, the matching stage recommends market penetration and product development as the most appropriate strategies. Conclusions: PT GoTo Gojek Tokopedia Tbk possesses a strong integrated digital ecosystem and remains one of the leading players in Indonesia's e-commerce industry. To strengthen its competitive position and support long-term growth, the company should prioritize market penetration and product development. Limitations: This research is based on qualitative strategic analysis using secondary data and focuses only on the e-commerce division of PT GoTo Gojek Tokopedia Tbk. The absence of primary data and quantitative financial modeling may limit the generalizability of the proposed strategies. Contributions: This research contributes to the strategic management literature by applying multiple strategic analysis frameworks, including PESTEL, Porter's Five Forces, SWOT, TOWS, IE Matrix, SPACE Matrix, BCG Matrix, and Grand Strategy Matrix, to evaluate one of Indonesia's leading digital ecosystem companies.

Item Type:	Article
Uncontrolled Keywords:	e-commerce; Indonesia; PT GoTo Gojek Tokopedia Tbk; strategic management; strategic analysis
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	15 Jul 2026 01:48
Last Modified:	15 Jul 2026 01:48
URI:	http://repository.ubaya.ac.id/id/eprint/50963

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