Published Nov 9, 2023
Septin Puji Astuti Brillian Aziz Setiawan


Ridesharing has attracted worldwide attention due to its contribution to the environment, notably in reducing the number of privately owned vehicles, alleviating traffic congestion, and mitigating air pollution arising from private transportation. Currently, Indonesia’s ridesharing platform is a prominent player within the realm of popular e-commerce businesses. The use of technology has increased public interest in adopting ridesharing services. The goal of this study is to assess the competitive landscape among ridesharing companies operating in Surakarta, Indonesia. The participants are customers with experience with three ridesharing platforms: Grab, Go-Jek, and Maxim. This study implemented the Analytic Hierarchy Process to evaluate the competitiveness of ridesharing platforms. The benchmarks for platform selection include service quality, price, and promotional activities. Within the service quality domain, Parasuraman proposed five dimensions to serve as sub-criteria. The price criteria include three sub-criteria: low price, discounts, and affordability. Meanwhile, the promotional criteria encompass advertisement, vouchers, and digital influence as the sub-criteria. This study’s findings reveal a preference hierarchy among ridesharing alternatives from the customer’s perspective as follows: Grab (0.402), Go-Jek (0.365), and Maxim (0.226). Grab ranks highest in eight sub-criteria, whereas Go-Jek ranks highest in three sub-criteria. Conversely, Maxim consistently occupies the lowest rank. Notably, service quality emerges as the foremost priority, closely followed by price and promotion. Within the service quality criteria, assurance takes precedence, affordability leads the price criteria, and vouchers have the highest priority among promotional criteria.

How to Cite

Astuti, S. P., & Setiawan, B. A. . (2023). WIN THE COMPETITION BY LISTENING TO CUSTOMER VOICES: AN ANALYSIS OF RIDESHARING BUSINESS IN SURAKARTA. International Journal of the Analytic Hierarchy Process, 15(2).


Download data is not yet available.
Abstract 131 | PDF Downloads 47



ridesharing, analytic hierarchy process, service quality, Gojek, Grab, Maxim

Adriany, V. (2018). Pengaruh ekuitas merek, kualitas pelayanan dan bauran promosi terhadap keputusan pembelian ulang jasa gojek melalui kepuasan pelanggan (studi kasus pada karyawan berkantor di wilayah Jl. T.B Simatupang Jakarta). [The influence of brand equity, service quality and promotional mix on the decision to repurchase Gojek services through customer satisfaction (case study of employees with offices in the Jl. T.B Simatupang area, Jakarta)]. Commerce Jurnal Ilmiah Politeknik Piksi Input Serang, 6(1), 63–82. Doi:

Aeni, N., Ekhsan, M., & Tanjung, A. (2019). The effect of service price and quality on customer satisfaction online transportation services. Journal of Research in Business, Economics, and Education, 1(1), 3–10.

Alamsyah, A., & Rachmadiansyah, I. (2018). Mapping online transportation service quality and multiclass classification problem solving priorities. Journal of Physics: Conference Series, 971(1), 1-7. Doi:

Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management and Business Excellence, 28(5–6), 559–577. Doi:

Alvara Strategic Research. (2019). Perilaku dan preferensi konsumen millennial Indonesia terhadap aplikasi e-commerce 2019. [Behavior and preferences of Indonesian millennial consumers towards e-commerce applications in 2019] Alvara Beyond Insight, 34.

Alwi, M. Y., Parlyna, R., & Hidayat, N. (2021). Pengaruh kualitas layanan dan Kepuasan pelanggan terhadap loyalitas pelanggan pengguna ojek online X. [The influence of service quality and customer satisfaction on customer loyalty of online motorcycle taxi users.] Jurnal Bisnis, Manajemen, Dan Keuangan, 2(1), 292–308. Doi:

Amali, M. T. (2019). Pengaruh terpaan iklan online dan keompok referensi terhadap perilaku adopsi go-jek di kota semarang yang dimediasi oleh sikap konsumen. [The influence of exposure to online advertising and reference groups on Go-Jek adoption behavior in the city of Semarang is mediated by consumer attitudes]. Jurnal Audience, 2(1), 1–19.

Amirkiaee, S. Y., & Evangelopoulos, N. (2018). Why do people rideshare? An experimental study. Transportation Research Part F: Traffic Psychology and Behaviour, 55, 9–24.

APJII. (2020). Laporan survei internet APJII 2019 – 2020 (Q2).[ APJII internet survey report 2019 – 2020]. Asosiasi Penyelenggara Jasa Internet Indonesia, 2020, 1–146.

Arifin, Z. (2018). Strategi bersaing Go-Jek di tengah ketatnya persaingan moda transportasi.[ Go-Jek's competitive strategy amidst intense competition for transportation modes]. Arthavidya, 20(2), 190–209.

Astuti, S. P., & Astika, H. (2011). Non-financial performance measurement for Shariah banks: A survey to Masyarakat Ekonomi Syariah (MES) Surakarta. Jurnal Manajemen Teknologi, 10(1), 18–28.

Az-zahra, H. M., Kamiza, V. el F., & Priharsari, D. (2022). Perbandingan perubahan pengalaman pengguna aplikasi transportasi online menggunakan metode UX curve ekonomi digital, salah satunya bisnis transportasi online. Terdapat dua layanan transportasi online terbesar di Indonesia, yaitu Gojek dan Grab.[ Go-Jek's competitive strategy amidst intense competition for transportation modes.Comparison of changes in user experience of online transportation applications using the UX curve method of the digital economy, one of which is the online transportation business. There are two largest online transportation services in Indonesia, namely Gojek and Grab]. Jurnal TECNOSCIENZA, 6(2), 419–428. Doi:

Azka, R. M. (2019). Persaingan transportasi online kian ketat, siapa juaranya? Bisnis.Com.

Basak, I. (1993). Incorporating within-pair order effects in the Analytic Hierarchy Process. Mathematical and Computer Modelling, 17(413), 83–92. Doi:

Boimau, H., & Bessie, J. L. D. (2021). Pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan jasa transportasi online grabbike (studi pada pengguna jasa transportasi online grabbike Kota Kupang). [The influence of price and service quality on customer satisfaction of Grabbike online transportation services (study of users of Grabbike online transportation services in Kupang City]. Journal of Management (SME’s), 14(2), 169–187. Doi:

BPS. (2020). Statistik e-commerce 2020. Badan Pusat Statistik.

Budiana, Y., & Khasanah, F. N. (2020). Analisis strategi kompetisi antara jasa transportasi online Gojek dan Grab dengan menggunakan game theory (studi kasus: mahasiswa di pulau Jawa). [Analysis of competition strategies between online transportation services Gojek and Grab using game theory (case study: students on the island of Java)]. Jurnal Mitra Manajemen, 4(1), 16–27. Doi:

Carrese, S., Giacchetti, T., Patella, S. M., & Petreli, M. (2017). Real time ridesharing: understanding user behavior and policies impact. 2017 5th IEEE International Conference on Models and Technologies for Intelligent Transportation Systems (MT-ITS), 721–726. Doi:

Chan, A., Maharani, M., & Tresna, P. W. (2017). Perbandingan pengalaman pengguna pada aplikasi mobile Go-Jek dan Grab (studi pada konsumen Pt Go-Jek dan Pt Grab Indonesia di Dki Jakarta). [Comparison of user experience on the Go-Jek and Grab mobile applications (study of Pt Go-Jek and Pt Grab Indonesia consumers in Dki Jakarta)]. Jurnal AdBispreneur, 2(2). Doi:

Correia, G., & Viegas, J. M. (2011). Carpooling and carpool clubs: Clarifying concepts and assessing value enhancement possibilities through a stated preference web survey in Lisbon, Portugal. Transportation Research Part A: Policy and Practice, 45(2), 81–90. Doi:

Darmawan, M., Soegiarto, E., & Siswa, T. A. Y. (2020). Pengaruh bauran pemasaran jasa terhadap keputusan penggunaan jasa transportasi online aplikasi Grab berbasis Android di Kota Samarinda. [The influence of the service marketing mix on the decision to use the Android-based Grab application online transportation services in Samarinda City]. Ekonomia, 9(2), 56–68.Doi:

Ernawati, D., & Lutfi, H. (2022). Gojek’s strategy to win the online transportation competition. Jurnal Manajemen Bisnis, 13(1), 76–92. Doi:

Fariza, G. L., Walla, M. A., Setyawati, A., & Susanthi, N. I. (2021). Analysis on the impact of quality services and implementation of Gojek J3K health protocols towards custmers’ satisfaction on Go-Ride services (PT. Gojek Indonesia). Global Research on Sustainable Transport & Logistics, 187–194.

Fatmasari, D., & Juliani, R. D. (2022). Persepsi mahasiswa di Universitas Pandanaran tentang kualitas pelayanan Ojek online Grab dan Gojek. [Perceptions of students at Pandanaran University regarding the quality of Grab and Gojek online motorcycle taxi services]. Majalah Inspiratif, 8(8.5.2017), 2003–2005.

Franceschini, F., & Mastrogiacomo, L. (2018). Service gap deployment: A framework to link quality gaps to service activities. International Journal of Services and Operations Management, 29(1), 85–99. Doi:

Furuhata, M., Dessouky, M., Ordóñez, F., Brunet, M. E., Wang, X., & Koenig, S. (2013). Ridesharing: The state-of-the-art and future directions. Transportation Research Part B: Methodological, 57, 28–46. Doi:

Gishella, B. S., Parttini, W., & Amin, M. (2021). Studi moda transportasi online Gojek dan Grab dengan metode topsis di Kota Magelang.[ Study of online transportation modes Gojek and Grab using the topsis method in Magelang City]. Jurnal Rekayasa Infrastruktur Sipil, 2(1), 74. Doi:

Han, Y., Wang, Z., Lu, X., & Hu, B. (2020). Application of AHP to road selection. ISPRS International Journal of Geo-Information, 9(2), 12–24. Doi:

Hendrayati, H., Askolani, A., Achyarsyah, M., Sudrajat, C. T., & Syahidah, R. K. (2020). E-service quality and price to build online transportation loyalty in Indonesia. GATR Journal of Management and Marketing Review, 5(1), 16–30. Doi:

Islam, S., Huda, E., & Nasrin, F. (2019). Ride-sharing service in Bangladesh: Contemporary states and prospects. International Journal of Business and Management, 14(9), 65. Doi:

Jang, S., & Moutinho, L. (2019). Do price promotions drive consumer spending on luxury hotel services? The moderating roles of room price and user-generated content. International Journal of Hospitality Management, 78(November 2018), 27–35. Doi:

Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business, 10(2), 301–317.

Jiang, W., Dominguez, C. R., Zhang, P., Shen, M., & Zhang, L. (2018). Large-scale nationwide ridesharing system: A case study of Chunyun. International Journal of Transportation Science and Technology, 7(1), 45–59. Doi:

Kevin, Widyatmoko, & Pribadi, M. A. (2019). Pengaruh fungsi iklan dan citra merek terhadap loyalitas pelanggan Gojek. [The influence of advertising function and brand image on Gojek customer loyalty]. Prologia, 3(1), 169–176. Doi:

Khairunissa, K., Suharyono, & Yulianto, E. (2017). Pengaruh bauran promosi keputusan pembelian dan kepuasan pelanggan (survei pada Mahasiswa BINUS University yang menggunakan jasa Go-jek di Jakarta). [The influence of the promotional mix on purchasing decisions and customer satisfaction (survey of BINUS University students who use Go-jek services in Jakarta)]. Jurnal Administrasi Bisnis (JAB), 46(2), 37–45.

Komala, R., & Selvi, E. (2021). Pengaruh kualitas layanan dan kepercayaan terhadap kepuasan pelanggan jasa transportasi online. [The influence of service quality and trust on customer satisfaction with online transportation services]. Jurnal Manajemen, 13(3), 483–491. Doi:

Lestariningsih, T. (2021). Analysis of service quality and trust on customer satisfaction of Ojek online in Banyuwangi. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 14(3), 298. Doi:

Li, Z., Hong, Y., & Zhang, Z. (2016). Do ride-sharing services affect traffic congestion? An empirical study of Uber entry. SSRN Electronic Journal, 2002, 1–29. Doi:

Marcarelli, G., & Mancin, P. (2022). School and academic performance for ranking high school: Some evidence from Italy. International Journal of the Analytic Hierarchy Process, 14(2), 1–20. Doi:

Mu, E. (2023). Multicriteria Decision Making as interdisciplinaryresearch. International Journal of the Analytic Hierarchy Process, 14(3), 1–3. Doi:

Mustari, M., & Said, M. I. (2020). Kualitas Ppelayanan pengaruhnya terhadap kepuasan pelanggan transportasi online di Kota Makassar. [Service quality influences online transportation customer satisfaction in Makassar City]. Productivity, 1(3), 246–250. Doi:

Notani, A. S. (1997). Perceptions of affordability: Their role in predicting purchase intent and purchase. Journal of Economic Psychology, 18(5), 525–546. Doi:

Nurhidayah, F., & Alkarim, F. (2017). Domination of transportation network companies (TNCs) in Indonesia: An Indonesian case. International Journal of Business, Economics and Law, 12(3), 11–20.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140–147. Doi:

Pasharibu, Y., Paramita, E. L., & Febrianto, S. (2018). Price, service quality and trust on online transportation towards customer satisfaction. Jurnal Ekonomi Dan Bisnis, 21(2), 241–266. Doi:

Pradana, A. S., & Saraswati, T. G. (2018). Pengaruh promosi penjualan terhadap proses keputusan. [The influence of sales promotions on the decision process]. E-Proceeding of Management, 5(2), 2740–2747.

Prasetya, A. T., & Wijaksana, T. I. (2021). Pengaruh harga, promosi, dan kualitas layanan terhadap kepuasan pelanggan pengguna transportasi online Maxim pada masa pandemi Covid-19 di Kota Bandung. [The influence of price, promotion and service quality on customer satisfaction using Maxim online transportation during the Covid-19 pandemic in Bandung City]. E-Proceeding of Management, 8(5), 6105–6119. Doi:

Putri, Y. A., Wahab, Z., Shihab, M. S., & Hanafi, A. (2018). The effect of service quality and brand trust on loyalty through customer satisfaction in transportation service Go-jek (go-ride) in Palembang City. Jurnal Manajemen Motivasi, 14(1), 24.

Rahayu, P. F., & Riana, D. (2020). Pengaruh persepsi manfaat, kualitas layanan, dan harga terhadap kepuasan pelanggan transportasi online (Gojek) pada mahasiswa/I fakultas ekonomi Universitas Tridinanti Palembang. [The influence of perceived benefits, service quality and price on online transportation (Gojek) customer satisfaction among students at the economics faculty, Tridinanti University, Palembang]. Jurnal Akuntanika, 6(1), 46–54. Doi:

Rao Tummala, V. M., & Wan, Y. wah. (1994). On the mean random inconsistency index of analytic hierarchy process (AHP). Computers and Industrial Engineering, 27(1–4), 401–404. Doi:

Rezki, M., Sukmawati, L., Elbiansyah, & Riyana, D. (2018). Pengaruh kualitas layanan dan harga terhadap kepuasan. [The influence of service quality and price on satisfaction].
Indonesian Journal on Computer and Information Technology, XVI(1), 146–150. Doi:

Saaty, T. L. (1993). Multicriteria decision making: the analytic hierarchy process. Pittsburgh: RWS Publications.

Saifudin, T. (2020). Analisis kualitas pelayanan terhadap kepuasan pelanggan jasa transportasi online Grab (studi pada Ojek online Grab di lamongan). [Analysis of service quality on customer satisfaction of Grab online transportation services (study of Grab online motorcycle taxis in Lamongan)]. Fakultas Manajemen Ekonomi Islam, 1(1), 1–4. Doi:

Saripudin, S. (2021). Selection of the best ride-hailing by using Analytic Hierarchy Process. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(1), 160–169. Doi:

Setiadi, G. (2022). Profil Maxim Ojek online Rusia pendirinya bukan orang sembarangan. Motor.

Shaheen, S. A. (2016). Mobility and the sharing economy. Transport Policy, 51, 141–142. Doi:

Shaheen, S. A., & Cohen, A. P. (2012). Carsharing and personal vehicle services: Worldwide market developments and emerging trends. International Journal of Sustainable Transportation, 7(1), 5–34. Doi:

Shahwan, S., Sapian, S. M., Ibrahim, N., Mohammed, M. O., Agha, E., & Kanesan, T. (2022). Ranking the compliance of Islamic banking home financing products with Maqashid Shariah using AHP. International Journal of the Analytic Hierarchy Process, 14(3), 1–5. Doi:

Standing, C., Standing, S., & Biermann, S. (2019). The implications of the sharing economy for transport. Transport Reviews, 39(2), 226–242. Doi:

Stephanie, C. (2020). Satu dekade beroperasi, Gojek punya 2 juta mitra pengemudi di Asia tenggara. [In a decade of operation, Gojek has 2 million driver partners in Southeast Asia]. Kompas.

Teubner, T., & Flath, C. M. (2015). The economics of multi-hop ride sharing: Creating new mobility networks through IS. Business and Information Systems Engineering, 57(5), 311–324. Doi:

Vargas, L. G. (1987). Priority theory and utility theory. Mathematical Modelling, 9(3), 381–385. Doi:

Wahani, J., Massie, J. D. D., & Poluan, J. G. (2021). Analisis perbandingan kualitas pelayanan antara Go-jek dan Grab di Kota Manado. [Comparative analysis of service quality between Go-jek and Grab in Manado City]. Jurnal EMBA, 9(3), 1762–1774. Doi:

Wedley, W. C. (1993). Consistency p rediction for incomplete AHP matrices. Mathematical Computational Modelling, 17(415), 151–161. Doi:

Wegmann, F. J., & Stokey, S. R. (1983). Impact of flexitime work schedules on an employer-based ridesharing program. Transportation Research Record, 9–13.

Windasari, W, & Zakiyah, T. (2020). Analisis game theory pada strategi bersaing Grab dan Go-Jek di Kabupaten Kebumen. PRISMA, Prosiding Seminar Nasional Matematika. [Game theory analysis of Grab and Go-Jek's competitive strategies in Kebumen Regency. PRISMA, Proceedings of the National Mathematics Seminar]. PRISMA, Prosiding Seminar Nasional Matematika, 32, 194–198. Doi:

Windasari, Wahyuni, & Zakiyah, T. (2019). Analisis game theory pada strategi bersaing Grab dan Go-Jek di Kabupaten Kebumen. [Game theory analysis of Grab and Go-Jek's competitive strategies in Kebumen Regency]. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 18(2), 22–28. Doi:

Wiyono, A. S., & Astuti, S. P. (2019). Promoting product service system for motorcycle: A study of ridesharing program intention for university students. Jurnal Ilmiah Teknik Industri, 18(2), 142–152. Doi:

Yetmi, U. S., & Yetmi, Y. S. (2021). Analisis strategi persaingan transportasi online yang berbasis aplikasi selama pandemi Covid-19 (studi kasus antara Gojek dan Grab di Kota Bukittinggi). [Analysis of application-based online transportation competition strategies during the Covid-19 pandemic (case study between Gojek and Grab in Bukittinggi City)].
Ekonomi Bisnis, 27(2020), 601–615. Doi:

Yu, B., Ma, Y., Xue, M., Tang, B., Wang, B., Yan, J., & Wei, Y. M. (2017). Environmental benefits from ridesharing: A case of Beijing. Applied Energy, 191, 141–152. Doi:

Zhen, J. S. S., & Mansori, S. (2012). Young remale motivations for purchase of organic food in Malaysia. International Journal of Contemporary Business Studies, 3(5), 61–72