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GOJEK: EMPOWERING SOCIETY 5.0 IN INDONESIA

Nafsa G1, Pilipi Vanessa2
1,2
Departmen of Public Administration, Faculty of Administrative Science (FIA),
Universitas Indonesia, Indonesia

ABSTRACT
Many countries are terrified of unemployment tsunami that replace human workers withautonomous
machine or robots in a very rapid pace since Industrial Revolution 4.0 this past decades (Dr.Sc. P.O.
Skobelev, 2017). In Indonesia, since 2010 there has been an established startup that grows
expeditiously into a bulge decacorn company: Gojek. This Gojek company continuously unfolds many
consumer services that are congenial to the idea of Society 5.0 where people’s activities in both
industrial and social life could not be disregarded from technology. This paper aims to discuss the role
of Gojek in formulating technology to empower Indonesian toward current society 5.0. This research
applies a qualitative approach combined with qualitative data collection methods through in depth
interviews and literature reviews. It is concluded that Gojek’s presence has brought technology to a
whole new level at connecting with human daily life and has introduced the idea of society 5.0.
Keywords: Empowering, Gojek, Indonesia, Society 5.0.

1. INTRODUCTION of communication and information technology,

At this time the worry that arises over
technological developments will make a
negative impact, no longer a mere issue. The
rate of change is even more alarming, which
could result in a high wave in generating a
tsunami of unemployment, as with Tan and
Lim (2017). The reason is because with
technology, the work becomes automated until
it collects with efficiency guarantees. That is
then the set of equipment such, the work of
man has been helped and do not require a lot
of energy to do it. The impact is indeed seen in
the positive direction, but in other directions it
tends to have an impact tendency the negative
can not be separated, especially for ' standard
workers.
Then the journey towards the future
ahead, people begin to think about the
technology that is friendly to the life of the
social and economic, or better known by the
designation Society 5.0. Indeed Society 5.0 is
an idea that was sparked by one of the cabinet
in the Japanese government to keep making
people productive without worrying about
economic andsocial inequality (Fukuyama,
2018). The idea was conceived in the year
2016 it contains elements of collaboration
between humans, technology, and social to
then focus on a lot of things- not just a
fabrication (Skobelevs and Borovik , 2017).
Focusing on obtaining and utilizing data,
Society 5.0 formulates technology in the form
artificial intelligence, and mechanization
(Fukuda, 2019). All of it makes the fact be a
combination of the world cyberspace and the
world of physical (Salgues, 2018), until finally
he as if to sum up the habit that long or say
encouraging their disruption.
For the creator, the conditions which
seemed like ‘two eyes of children arrow' is
actually seen into opportunities. They take
advantage of every loophole positive
technology to then complete the various non-
balance of life in the middle of the rapid pace
of growth in humans. All forms are modeled to
empower people to be more prosperous. Self
empowerment is actually interpreted as a way
to give 'power', so thatsomeone can move on
their own to grow and or develop (Sururi ,
2015). More further , empowerment can be
directed at the thought of a way that focuses
on the individual, can be continuously
relevant, and filled with the contribution, as
the Chamber (1995) says,[...] are people who
are centered, participatory, [...] and
sustainable."
When implemented, the community
empowerment model is closely related to
human development. Seeing the empowerment
model as development, at least Noor (2011)
has suggested that there are approaches that
can be used such as :
1. Target, which means all forms of
empowerment must refer to the cause of the

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problem to be solved. Formulate the people
to be targeted to be empowered with given
according to the portion.
2. Fostering participation were targeted,
means empowerment is executed in the
form of a program that can ignite the
participation of its object. So that the output
is expected to be theinsight and
understanding that a comprehensive,
ranging from the formation to the suffix.
3. Noting group, meaning a model of
empowerment for the community done by
considering the dynamics of the group and
or or unite individuals are tricked into one
group in order to then be able to easily
share the settlement of the problem.
Example such as in Indonesia, where a
company called PT. Gojek Indonesia attended
by empowering community-based utilisation
technology. Departing from the wish to be a
solution of the congestion and provide impact
that good to the community, the company with
a focus on servicing the service is present
(Rivaldi, Kadunci, and Sulistyowati, 2016).
Gojek a platform of transport line, which
sparked in the year 2010 and then evolved to
launch the application in the year 2015
(www.gojek.com , nd). The use of technology
in Gojek utilized to facilitate delivery, the
search path, and that is paramountfacilitate
users get a list of offers of services that are
provided (Aziah and Adawiya, 2018).
Not only up there, getting old PT. Gojek
Indonesia increasingly growing and evolving
to expand the services that are given. That
means later in the process occurs adjustment
technology to the direction of time before
society 5.0, because its mission is to solving
the socioeconomic considered successful. It
turns out that in its development, Gojek which
is predicted as the work of the nation's children
begin to become one of the products of
technological disruption. The reason is the
super apps that it has now, has brought
changes to the style of life of society as well as
to the modeling empowering the community.
Eriyanto (2018) discussed that since it was
echoed by Christensen (1997), the term
disruption represented as a total change. More
advanced understanding of this in make two
characteristics; 1)changes in the fundamental
through to the roots of modeling that has been
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there; 2) changes that against the price that
during this become the competition.
An outcome study belonged to LD FEB
UI (2018) said that if the technology were
created by Gojek able to empower the
community. It lays out that the services that
are offered to contribute to Indonesia
amounted to Rp.44,2 trillion. His claim also
the invention in the form of contributions of
merchants participate in Go-Food in the year
2018 reached 3 times as much. However, this
positive thing is certainly not all understood by
the public, especially the people of Indonesia.
As a result, the effect of which caused even
could be pessimistic towards the era of new in
society. With such, the study is necessary in
order to happen understanding that taste
optimistic in establishing the nation to resolve
the problem can be effected and eficient
through the use of technology are good, proper
direction of thought society 5.0.
2. METHOD
This research is an explanotary research
with the approach of the qualitative method
through an in-depth interview and literature
review, which arranged in a period of one
month. Due to the nature that the data was only
be gathered once, a cross-sectional study
ismost suited to reach the objective of the
research. The researched interviewed Professor
Rhenald Khasali, who is famous in disruption
theories. Secondary data is gathered from
academic journals, reports, and statistics to
observe, understand, and analyze the issue of
Gojek in empowering society 5.0 in Indonesia.
3. RESULTS AND DISSCUSSION
For creative people this kind of
condition could be seen as an opportunity to
develop something great. In Indonesia,
herewith Gojek with its own style introduces
people, as well as it brings technology and
empower people together to a whole new
level; where people could be serviced by as
many things as it is provided through only the
touch of their fingers on their smartphones.
This paper aim to discuss the disruptions that
Gojek has been doing to empower people with
the idea of society 5.0. Gojek drivers had faced
some obstacles, as well protests by traditional
ride-hailing drivers. This ocassion had shown
that the invasion of new technology is
inevitable, or even slowed down. Gojek is a
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startup company which was established in
2010, at that year Gojek’s bussiness was only
limited as a motorcycle ride-hailing call center.
In 2015 Gojek started its journey of being a
leading technology group from only three
services: GoRide, GoSend, GoMart, till 20
services it offers today, and also not forget to
mention that it has became unicorn since 2017.
Furthermore it already became decacorn in
April 2019, with capital achievements of 500
million now its valuation has passed 10 billion
US Dollar based on a report entitled “The
Global Unicorn Club” (Zaenudin, 2019). The
world remains evolving since forever, human
life was so nomade back then, then they start
to build groups to hunt and make farms, it
takes hundred years till steamed powered
factory was found which remarked the
industrial revolution; then now we live in a
whole more modern world than the world has
ever have: industrial revolution 4.0 era. Where
informations and datas are so easily spreaded
from one corner of the world to the farthest
other part. It does not stop there, those
technology researchers keep on developing
many things, such as artificial intellegence
(AI), robots, etc that many countries feel like
they are under attack of unemployment
tsunami that caused by the on going
replacement of humanworkers by autonomous
machines. The term of society 5.0 start to
appeal from the eagerness to embrace the
extremely rapid of technology development as
something to empower the society not to harm
human's life.
Globalization has entered a brand new
era which now commonly called as Industry
Revolution 4.0 (Shwab, 2016). In this era, has
appeared the phenomenon of disruption which
affects many aspects of life in very great way,
not only limited in business area, but also the
fundamental of the business itself (Khasali,
2018). Gojek was established in 2010 by
Nadiem Makarim, Gojek has expanded many
sectors since then. In 2017 Gojek been a
potentate in financial technology business
through the inovation of Go-Pay, which
Nadiem (the CEO of Gojek) claimed that 30
percent of electronic money transactions in
Indonesia are that of Go-Pay (Zaenudin, 2019).
Ignasius Jonan as the Minister of
Transportation through Menteri Perhubungan
through Letter of Notification number
UM.3012 / 1/21 / Phb / 2015 dated November
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9, 2015, decided to ban online motorcycle
taxis. This transportation is considered not to
meet the requirements as stipulated in Law
Number 22 Year 2009 Concerning Road
Traffic and Transportation as well as
Government Regulation Number 74 Year 2014
Concerning Road Transportation (Sicca,
2018). But as the years went by, some of
Indonesian’s governments are to cooperate
with Gojek’s service like Government in
Banyuwangi that cooperate with Gojek to
deliver food for elderly in 2017, it helps
government to serve the society (Kurniawan,
2017).
The researcher conduct a in-depth
interview with Professor Rhenald Kasali,
which he noted six pillars of technology, they
are supper apps, cloud computing, artificial
intelligence, big data, internet of things and
broadband network. Thus throughout these
things, many things has changed and move
into our hands. And this is why a new platform
is needed. A platform that would change
people lifes. A platform with such a tiny
capital could be a great transportation
company which does not own the vehicle itself
that Gojek is. The present of Gojek had
disrupted many things such as market,
comsumption, company’s boundaries,
managing intu ochestrating, old power into
new power, and the main thing is no longer the
mainnowadays, and last but not least manage
capitalism now has became crowd capitalism.
Internet of Things (IoT) is a term that
was introduced by Kevin Ashton in his
presentation at Procter & Gamble in 1999.
Since then the term IoT began to be widely
used by many. The main idea sparked by
Ashton, IoT is the development of an internet
network, where everyday objects or objects
have connectivity, so they can send and
receive data. In the 2005 ITU report, the term
IoT is widely used to refer to: (1) A global
network that connects smart objects using
internet technology (2) supporting technology
needed to realize that vision (RFID,
sensors/actuators, communication equipment
machine to machine) and (3) various
applications and services that influence the
technology to open up markets and new
business opportunities. Cases that threaten
security and privacy in the IoT application
have been reported in the last 2 years,
including: Samsung TVs that can hear the
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audience talking, baby monitors that can be
hacked, poor webcam security makes private
videos accessible to the public (Lilian
Edwards, 2016). Cases of the impact of the
implementation of IoT on the lives of these
communities, have reduced public confidence
in the safety of IoT equipment. In fact, public
trust and acceptance is the key to its
implementation (Meutia, 2017).
As one of the startups with the decacorn
title in Indonesia, Gojek needs to continue to
innovate so that the products and businesses
they develop continue to grow. One way that
Gojek has done this is by utilizing big data
with a data science approach. Data science is a
discipline that connects quantitative data with
complex business questions. This method is to
produce measurable solutions by utilizing
various analytical tools (tools) and quantitative
techniques. Tech in Asia met with Syafri
Bahar, Gojek’s VP of Data Science to explore
this matter further. Previously, Syafri served as
VP of Data from FinAccel, and had a career in
quantitative modeling for nine years in the
Netherlands until finally deciding to return
home. Now Syafri helps Gojek to utilize the
big data owned by the online transportation
system to make various real-time decisions,
using techniques such as machine learning,
artificial intelligence (AI), and also natural
language processing. Gojek applies data
science to almost all oftheir business and
operational processes. The implementation is
not only for the users, but the data traders and
merchants are also analyzed (Kharisma, 2019).
Several years ago many economs who didn't
understand technology analyzed that
consumption was down. But now it's the
digital age, that people buy things from home.
Never thought of a powerful substitution
effect, so in the economy there is a name
called income effect and substitution effect.
These economists only see the income effect,
whereas what happens is the substitution
effect. Since there is gofood, students who go
hungry at midnight don't cook indomie, but
just order gofood. Consumers turn into
participants, "you participate in everything." In
the past people only consumed, now
consumers are "Sharing, shaping, funding, co-
production, co-owning" sharing: on social
media; shaping: when sharing comments.
Platform disrupts people to become
participants. Gojek, Goofood is like that, they
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"co" with people who have motorbikes, have
martabak carts, and the end is co-owning. The
third is that consumers turn into participants,
and this has broad impact.
Formerly, transportation companies
were like blue birds, for example, they
provided everything: cars, land to make pools
and offices; the land can be pledged to the
bank (tangible assets) have money to make
buildings, workshops, director managers. So
the company is in the form of a pipeline: input-
process-output. Whole company property, now
if Gojek HR is not too much: the majority of
IT people, then financial people, may work
from home, the hierarchy is not layered. The
limit is only in information management and
key people. This is called an ecosystem. What
is interesting lies in the demand side: the ones
responsible for demand are not only
companies, but motorcycle taxi drivers who
are given a rating. So the governance is
different, the old one is called compliance,
when it comes to rating object. 4.0 industrial
revolution gave birth to innovations that are
product and machine nature. The industrial
revolution 4.0 and industry society 5.0 are
intangible, the object of which is generated is
the innovation that is intangible (intangible
assets). So gojek did not invent a new engine.
These days we talk about data and intangible.
The first object that was created was: creating
access to society to achieve a more
balancedwelfare of life; society 5.0 is talking
about life that is more balanced, happy,
meaningful. Through the presence of Gojek at
this time many people has access to: service,
previously the only people who could buy the
service were middle-up people, middle-low-
income people, only once a month to eat pizza.
Today everyone already has access to these
services.
The Gojek Empowering Model in Indonesia
As already stated, that Gojek has scored
a lot of numbers to contribute to the country of
Indonesia. His work which had got the
rejection did not produce a decrease in the
numbers are significant. Even can be said with
technology it grows with good and growing
rapidly. Based on observations found that at
the time of the Gojek as denied to exist
because it is considered to erode motorcycles
traditional, it still makes its technology and its
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applications become much better. They make
the contents of partner applications different
from consumer applications. Besides that,
Gojek also empower its partners by way of
giving training to later be useful for the life of
the partners.
In case this Gojek clearly gives 'power'
for communities that want to partner, so that
they can be. The authority revenues partners
also not constitute a matter that is dictated by
Gojek, because when the partner has to get
traning and understanding to work into a
'driver', he has the authority to earnings depend
on performance as well as the intensity of the
work every day. Accordingly therefore, can we
call that power which is given by Gojek is
actually in the form of access to partners and
customers. The technology is formulated to
bring together demand and supply at random
but sure. Even with made maps in technology,
making the user not had difficulties n to then
worry about ' drivers ' are where or otherwise
'driver' do not worry about the goals that have
not been reached .
Talking about training that can only be
enjoyed by partners, it means that Gojek has
provided an advanced direction for thinking
about the technology. He made his technology
to process users who are entitled and not
entitled to get it. All fulfillment is clearly adrift
of the Society 5.0, which then technology can
identify which became a priority and what
requirements are needed. If so then continue to
bedeveloped, in a period of a few years later
the partners could with good gain
'enlightenment ' on his life. The result, not
feared if then partner could be a prosperous
middle of the height of her demands of life.
Technology Gojek is also
accommodated to be continuously relevant to
the changing times. Of services that just be
three to four guests, time is Gojek has been
developing at least some services which then
becomes much and relevant in accordance with
the interests of society. Society, particularly
that became its performance case is benefited
by its existence. How not? It has brought
change to mobilize the increasingly
complicated and twisted into many chose and
easy for use. Supposing enough just sit and
play finger from home all that we wanted to
come and fulfilled. It's really as Gojek has
been introduced to slowly but surely towards a
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model new way of life and prepare well, to the
era of society 5.0.
Its use is increasingly widespread and
widely dispersed, making Gojek technology
also needs to then make an assessment and
supervision carried out in an independent
manner. He said he made a rating by starting to
determine the 'star' that will be given to
services that have been received by consumers
for the 'driver'. So that in this case the active
participation launched in the era of Society
5.0, was carried out thanks to the simple
technology that is able to collect data from
each user. It can be imagined if this technology
does not exist, it will be very worrying when
suddenly you go to a place without further
knowing who brought you. If this technology
does not exist, we will not know the data from
the 'driver', as a result we will misinterpret
other people or even will make the 'driver'
unable to learn from good or bad experiences
in providing services.
The validity of the struggles and
improvements that Gojek continues to do with
its technology for the demands of life is
nothing but to satisfy its users. Therefore, if
simple modeling were made, the Gojek
technology formulation to empower Society
5.0 in Indonesia would be like that.
In the beginning, Gojek's technology
focused on targeting the target user. The target
here starts with the target partner. When the
partner target is obtained, then the target is
formulated for consumers, becauseconsumers
here are contributors to the movement of the
partner economic locomotive. When it comes
to partner technology, Gojek formulates by
empowering anyone who needs work and
skills. Even now his shot is also related to
partners of (Usaa Mikro, Kecil, dan
Menengah) UMKM type, because he wants to
grow and develop UMKM turnover. Gojek
gives direction on how the merchandise might
be bought by several people. In consumer
technology, Gojek aims to provide consumers
with the art of choosing products that are in the
vicinity. As if there is a fine art of doing
business here, where Gojek still allows large
food outlets to collaborate, but without leaving
UMKM’s, as well as consumers. As a result,
accessibility between partners and consumers,
Gojek with users, as well as UMKM with well-
known outlets is smooth.
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Fostering participation among all, in
which case the participation is then launched
by realizing technology in its application in the
form of 'stars' and food reviews. There are also
a number of menus such as a chat menu and a
free phone menu. The chat menu also has a
good feature, because in it automatic message
menu adrift. Furthermore this chat menu also
has a translator menu feature, so conversations
between users can occur. In this chat menu, it
is clear that partners and users can either
participate in sharing information, such as
promoting applicable promos, available
menus, or showing the right address, so that
they are indirectly involved in the form of
empowerment. For free telphone, it's also the
same, only this can be one form of choice that
is more practical than having to type in a few
minutes. It is clear then that this easy condition
for direct participation is clearly one of those
included in Society 5.0, so that in this case
Gojek's technology is considered to have
begun to prepare Indonesian people to be
literate in that direction.
Finally, Gojek technology is also
prepared to empower by paying attention to
community groups. Gojek's partners are found
to pass Gojek technology with inter-regional
dialogue, even if the area is really not too
broad, the scope reaches the district/city level.
The groups are then reviewed and then given
training or just a refreshing of life by holding
meetings. Empowerment of this kind then
when seen again, it turns out not only can be
for one person the impact, butfurthermore, he
brought the impact to continue to strengthen
others. It does not even rule out the possibility
for collaboration in developing the resources
they have. This kind of empowerment can also
see that the individuals of the partners are not
alone, they have a new family that is ready to
be able to work together. As a result, with this
kind of empowerment, it can also lead to a
better mentality of individual partners. The
seriousness to collaborate with each other, to
make one strength, to have an impact on health
so as not to be vulnerable is also a feature of
Society 5.0, so that it can be said that Gojek
has once again tried to make a change in
Indonesian society towards the future.
CONCLUSIONS
By the research written in this paper it
can be conluded that along the journeys Gojek
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had empowered society 5.0 in Indonesia, by
maximizing the usage of the development of
technology such as Internet of Things, Big
Data, and Artificial Intelligence in the
platform. Gojek was able to prove with his
work that technology can be developed even
though it must go through disruption to
empower the community. The empowerment
model includes three: 1) finding targets by
setting mapping technology, 2) generating
participation by having free assessment, chat
and telephone technology, 3) Gojek pays
attention to group dynamics to empower
people by utilizing technology in special
features in partner applications. Go's presence
has brought technology to a whole new level at
connecting with human daily life and has
introduced the idea of society 5.0. This proves
that Indonesia needs to be optimistic about
technological developments, especially
towards Society 5.0 which is planned to be
more concerned about humans.
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