The Evolution of “GOJEK” as an Indonesian Urban Mobile Ride Hailing Model Study Case: Public and Government Regulatory Responses on Urban Mobile Ride Hailing

The emergence of mobile-based transportation and transaction is rapidly gaining popularity, particularly among urbanized areas. Thus, paper sought to illustration the evolution of GoJek as a form of public transportation through the lens of statutory law, government policies, and other public documents that are related to what GoJek has become today. Other relevant topics related to the emergence of GoJek such as transportation, MSME and economic matters are also discussed. The setting/context for this study will be Indonesian policies and the characters such as ride-hailing companies and the public. Law and regulations from January 2010 until December of 2019 were gathered using text mining. Collected data were then analysed with the help of a qualitative data analysis software called NVivo. Finding shows that GoJek has become the most prominent ride-haling in Indonesia, and the positive sympathy from the public helped in pressing the government for its legalisation. It was also found out that GoJek has also helped MSME and in boosting the national economy. In 2018, GoJek, thorough its GoFood service, has recorded an unprecedented 500 million orders. Also, GoJek has been emphasizing on the importance of self-regulation among professional services and co-regulation among industries. Compared to a direct regulation, a co-regulatory approach is more effective and flexible and offers better chances of protecting the welfare of the consumers as it employs a dialogue process between stakeholders where the results deviate from the common state command-and-control regulation.