Corporate Diplomacy Gojek Selama Masa Ekspansi Di Kawasan Asia Tenggara

Abstract

Gojek is a technology company from Indonesia, which began its international expansion into Southeast Asia in 2018. However, Gojek’s capital expansion efforts in the region have not yielded optimal results, with the company facing significant challenges in entering and operating within its target countries. This study aims, first, to describe Gojek’s corporate diplomacy efforts throughout its expansion in the Southeast Asian region, and second, to analyze the role of corporate diplomacy in influencing Gojek’s organizational legitimacy specifically regulative, pragmatic, and moral legitimacy in its target countries. The research adopts a qualitative descriptive method, focusing on Gojek’s international business activities during its expansion. Data collection was conducted through document studies, using secondary sources. The data analysis techniques used include data condensation, data display, and conclusion drawing. The findings reveal that during its expansion in Southeast Asia, Gojek implemented various components of corporate diplomacy. These efforts yielded positive outcomes in countries such as Vietnam, Thailand, and Singapore. However, a contrasting situation occurred in the Philippines, where Gojek has not been able to successfully enter the market. Despite attempts to collaborate with the Pace Crimson Group through equity acquisition, Gojek remains constrained by regulatory barriers, indicating a lack of regulative legitimacy in the Philippines.