ASPIRASI MITRA DRIVER DALAM KAMPANYE GOJEK INDONESIA (ANALISIS ISI KOLOM KOMENTAR KAMPANYE DI AKUN INSTAGRAM @gojekindonesia)

In marketing products and building a positive image of the company, GoJek Indonesia uses marketing campaigns uploaded to the Instagram social media account @gojekindonesia. However, it turned out that this actually became an opportunity for driver partners to convey their complaints or aspirations to the company. This research aims to determine the tendency of text or aspirational messages by driver partners in the campaign comments column on the Instagram account @gojekindonesia.
According to Leo Daphne, marketing campaigns can be carried out through social media. Using Instagram for promotional campaigns is not only effective for marketing, but also as a medium for interaction with internal stakeholders. Campaign content on social media by online motorcycle taxi companies can also be used as a medium for conveying aspirations by driver partners as internal stakeholders.
This research uses a content analysis method with a quantitative approach. Researchers took 80 samples of campaign posts containing aspirational comments. These comments were found in the campaign with the hashtags #WeGotYou for Excellent Driver content and Safe Travel service features, #CompleteRamadan-mu, #Gojek Stories for Excellent Driver content, #GakPakeLama a fast job solution, and #PastiAdaJalan.
The research results showed that from 80 screenshots of driver partner comments, a tendency was found to be the source of aspirations expressed by driver partners themselves with data of 73 screenshots or a percentage of 91.25%, the frequency of aspiration targets for the company was 75 screenshots or a percentage of 93. 75%, the frequency of aspiration topics regarding application systems and wages is 36 screenshots for application systems, and 35 screenshots for wages with percentages of 45% and 43.75%, and the frequency of emotional tones in the form of negative tones is 68 screenshots or percentages. by 85%. This shows that driver partners are not satisfied with the problem solving carried out by GoJek Indonesia, so they put it in the comments column of their campaign.