Public Sentiment Analysis on the Work Culture Image Of Gojek Through Instagram Social Media Comments
Analisis Sentimen Publik Terhadap Citra Budaya Kerja di Gojek Melalui Komentar Media Sosial Instagram
DOI:
https://doi.org/10.21070/ups.9026Keywords:
Gojek, sentiment analysis, Instagram, organizational culture, public perception, digital marketingAbstract
This study investigates public perception of Gojek’s organizational culture as portrayed through its official Instagram campaigns. Comments from five distinct promotional posts were analyzed, namely: Ngopi ke Glodok with GoCar, Mitra Juara Gojek GoPay, GoRide, GoGreen SM, and Travel Pass GoCar. A sentiment analysis was performed to classify user responses into positive, negative, and neutral categories and to identify the key issues discussed by users. Results revealed a predominance of positive sentiments across all campaigns, with “Mitra Juara” and “GoRide” receiving the highest engagement and appreciation. Key themes included support for driver-partners, service efficiency, and acknowledgment of green initiatives. Overall, public sentiment aligns closely with the organizational culture Gojek aims to project—innovative, supportive, and socially responsible. These insights provide strategic value for enhancing Gojek’s digital communication and social media engagement efforts.
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