The age of digital disruption is often reflected by the rise of the mobile-based gig economy, and ride-hailing service is getting the most press attention. The rapidly growing economy of digital jobs offered by Gojek, Indonesia’s biggest platform-based ride-hailing service, represents one of the most important and comprehensive challenges for local drivers and users. The key question of this thesis is to ask whether the Indonesian government and the company are able to lead the change in culture, programs, processes, and policies as ride-hailing apps offer alternative and controversial solutions to the indigenous gig (ojek). This thesis depicts the changing organizational culture and social conflicts triggered by Gojek’s first expansion and analyses the coercive replacement of the conventional transport services by the unicorn of Indonesian ride-hailing services, as well as how each actor in this conflict has adapted to the new organizational culture and business environment. It analyses the cultural changes, conflicts and the perspectives that revolve around the conflict between Gojek and ojek. I argue that the ongoing conflict between offline and online ojek reflects a deeper change in terms of Indonesia’s media environment and organizational/business culture. Despite the challenges it faces, I suggest, Gojek’s applications in teleworking, education, health, transportation, and cities, digital transformation may still offer sustainable way of industrialisation and benefit the Indonesian society in general.

The age of digital disruption is often reflected by the rise of the mobile-based gig economy, and ride-hailing service is getting the most press attention. The rapidly growing economy of digital jobs offered by Gojek, Indonesia’s biggest platform-based ride-hailing service, represents one of the most important and comprehensive challenges for local drivers and users. The key question of this thesis is to ask whether the Indonesian government and the company are able to lead the change in culture, programs, processes, and policies as ride-hailing apps offer alternative and controversial solutions to the indigenous gig (ojek). This thesis depicts the changing organizational culture and social conflicts triggered by Gojek’s first expansion and analyses the coercive replacement of the conventional transport services by the unicorn of Indonesian ride-hailing services, as well as how each actor in this conflict has adapted to the new organizational culture and business environment. It analyses the cultural changes, conflicts and the perspectives that revolve around the conflict between Gojek and ojek. I argue that the ongoing conflict between offline and online ojek reflects a deeper change in terms of Indonesia’s media environment and organizational/business culture. Despite the challenges it faces, I suggest, Gojek’s applications in teleworking, education, health, transportation, and cities, digital transformation may still offer sustainable way of industrialisation and benefit the Indonesian society in general.

Table of Contents

Abstract i
Acknowledgment iii
Table of Contents iv
List of Abbreviations and Figures vi
CHAPTER I 1
1.1 Introduction 1
1.2 Literature Review 4
1.2.1 Motorcycle Taxis in an Urban system 5
1.2.2 Cultural Change in the Gig economy 7
1.3 Research Hypotheses 10
1.4 Research Objectives and Research Questions 11
1.5 Research Methods 13
1.6 Chapter Design 14
Chapter 2 16
From Network to Platform: Ojek and Transportation Cultures Between the Global and the Local 16
2.1 Urban Mobility in the Presence of Globalization 17
2.2 Culture changes in the Ojek Community, Routine, and Status 20
2.3 Complexity on the Platform of Motorcycle Taxis 26
Chapter 3 30
Putting Conflicts in Contexts: Cultural Disruption, Legal Confusion, and the Ambiguity of Public Discourse 30
3.1 Gojek Interruptions on Public Transportation 31
3.2 Conflicting Regulations of Motorcycle Taxis 35
Chapter 4 40
A Shifting Paradigm: Adaptation, Negotiation, and Government Intervention 40
4.1 Gojek Image as the “Karya Anak Bangsa” 41
4.2 Adaptation in Motorcycle Taxi Business 49
4.3 Government Efforts Amid the Conflict 55
Chapter 5 60
Conclusion 60
Bibliography 64

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