Abstract :

Driven by social mission and mandate of government towards Sustainable Development Goals (SDG), one of the leading Indonesia ride-hailing company (INDOJEK) has launched and run a drivers’ welafe program named ProDrivers. The program is supposed to reducing drivers’ expenses. In this research, author attempts to crack the dilemma, specifically the ProDrivers program, to not only creating social impact, but also generating a sustainable social business that can provide unlimited resource to sustain INDOJEK social initiative to drivers. Author has used mixed-method in deploying this research, both qualitative and quantitative. Data collection was conducted to both drivers (as ProDrivers beneficiaries) and internal ProDrivers team (as strategist and executor of ProDrivers program), through survey, interview and focus group discussion (FGD). Using theories, such as 9 core elements of marketing and marketing mix (7Ps) which provide insight on how to improve ProDrivers program adoption, and internal marketing to understand to which extent ProDrivers program has delivered to drivers. Aside of it, author also uses some tools, such as New Wave of Marketing to facilitate marketing improvement. Revenue Model to find alternatives which ProDrivers can earn income and also Social Business Model Canvas to discover new business model

---

Keywords :

Brand awareness, Marketing Improvement, Monetization, Satisfaction., Sustainable Development Goals

---

References :

1. Ahmed, Pervaiz. Hafiq, Mohammed. 2013. Internal Marketing. Taylor & Francis.
2. Anusha, Palagati. Kumar, Savuturu. Basha, Syed. 2023. Fundamentals of Research Methodology and Intellectual Property Rights. Redshine Publication.
3. Brown, D. M. Apostolidis, Chrysostomos. Singh, Pallavi. 2024. Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organisations. Industrial Marketing Management, 117(Feb 2024), 14-27.
4. Fachrudin, Yudhi. 2013. Teknik Analisis Data Kualitatif. Makalah Metodologi Penelitian Universitas Syarif Hidayatullah, Jakarta.
5. Fakhira, Talitha. 2023. Mengupas 9 Elemen Pemasaran Menurut Hermawan Kartajaya. https://contenthub.markplusinstitute.com/9-elemen-pemasaran-hk/#:~:text=Framework%20yang%20berisikan%20sembilan%20elemen,brand%2C%20service%2C%20dan%20process.
6. Fakhira, Talitha. 2023. Menyusun Strategi Pemasaran Berdasarkan Konsep 9 Elemen Marketing. https://contenthub.markplusinstitute.com/menyusun-strategi-pemasaran/
7. Fakhira, Talitha. 2024. Melancarkan Strategi Dengan Taktik Pemasaran. https://contenthub.markplusinstitute.com/taktik-pemasaran/.
8. Fakhira, Talitha. 2024. Menciptakan Value Bagi Konsumen. https://contenthub.markplusinstitute.com/menciptakan-value-bagi-konsumen/
9. Fraenkel, J. R., & Wallen, N. E. 1993. How to Design and Evaluate Research in Education. Boston: McGraw Hill.
10. Gravetter, Frederick. Forzano, LoriAnn. 2012. Research Methods for the Behavioral Sciences, 4th edition. Belmont: Cengage Learning.
11. Gulo, W. 2002. Metodologi Penelitian. Jakarta: Gramedia Widiasarana Indonesia
12. Hermawan, Asep. 2009. Penelitian Bisnis: Paradigma Kuantitatif. Jakarta: Grasindo.
13. Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. 2009. Strategic Management: Concepts and Cases: Competitiveness and Globalization. Mason: Cengage.
14. Johnson, Burke. Christensen, Larry. 2014. Educational Research 5th Edition: Quantitative, Qualitative, and Mixed Approaches. London: Sage Publication.
15. Kartajaya, Hermawan. 2013. New Wave Marketing. Jakarta: Gramedia Pustaka Utama.
16. Karunia, E. (2021). Brand Awareness dan Brand Experience terhadap Brand Satisfaction, Brand Trust dan Brand Loyalty. FORUM EKONOMI, 23(3), 606-624.
17. Kimura, T. 2017. Internal Marketing: Another Approach to Marketing for Growth. Taylor & Francis.
18. https://www.landmarklabs.co/block/revenue-model-types
19. Lastri, Made. 2023. PT XYZ Klaim Program ProDrivers Ringankan Biaya Operasional Driver. https://www.detik.com/bali/bisnis/d-6736918/PT XYZ-klaim-program-ProDrivers-ringankan-biaya-operasional-driver.
20. Manoj, K. 2013. An Analysis of Marketing Mix: 7Ps or More (1st ed., Vol. 4). Asian Journal of Multidisciplinary Studies.
21. Michaux, Stephanie. 2015. Porter’s Five Forces: Stay Ahead of Competition. 50Minutes.com.
22. Mulyono, H. (2016). BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY. JMK: Jurnal Manajemen dan Kewirausahaan, 18(2), 163-173. 10.9744/jmk.18.2.163–173
23. Nazir, Moh. 2005. Metode penelitian. Bogor: Ghalia Indonesia.
24. PT XYZ. 2023. Group Environmental, Social and Governance (ESG) Framework. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://assets.tokopedia.net/asts/PT XYZ Group_Group%20ESG%20Framework%202023.pdf
25. Santoso, Singgih. 2009. Panduan Lengkap Menguasai Statistik dengan SPSS 17. Jakarta: PT Elex Media Komputindo.
26. Smith, S. M., & Albaum, G. S. 2005. Fundamentals of Marketing Research. SAGE Publications.
27. Social Business Design. https://socialbusinessdesign.org/what-is-a-social-business-model-canvas/
28. Supomo, P. 2008. Manajemen Organisasi. Jakarta: CV Pustaka Setia.