Pengaruh Promosi Digital dan Program Referral terhadap Keberhasilan Startup On-Demand Services ( study kasus pada Momoyo Cab.Mamuju )

Nurjanna Hayati Husain; Suprianto. K; Oktavianty; Ahmad Farhan; Wahid

doi:10.37888/bjrm.v9i2.1024

Authors

Nurjanna Hayati Husain Universitas Megarezky
Suprianto. K Universitas Megarezky
Oktavianty Universitas Megarezky
Ahmad Farhan Universitas Megarezky
Wahid Universitas Megarezky

DOI:

https://doi.org/10.37888/bjrm.v9i2.1024

Abstract

Penelitian ini bertujuan untuk memahami secara mendalam pengaruh promosi digital dan program referral terhadap keberhasilan startup on-demand services pada Momoyo Cabang Mamuju. Penelitian menggunakan pendekatan kualitatif dengan jenis studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam dengan manajer cabang, staf pemasaran digital, staf pelayanan pelanggan, pelanggan, dan pemilik bisnis sejenis di Mamuju, serta observasi partisipatif dan dokumentasi. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldaña yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa promosi digital yang diterapkan melalui media sosial (Instagram dan TikTok), kolaborasi dengan influencer lokal, serta pemberian voucher dan diskon digital terbukti efektif dalam meningkatkan brand awareness, menarik pelanggan baru, dan mendorong pertumbuhan penjualan. Program referral dengan mekanisme "ajak teman dapat diskon" juga berkontribusi signifikan terhadap akuisisi pelanggan baru dengan biaya yang relatif rendah. Kedua strategi bekerja secara sinergis menciptakan siklus pertumbuhan yang berkelanjutan. Namun, penelitian juga mengidentifikasi tantangan berupa keterbatasan sumber daya manusia yang memahami pemasaran digital, infrastruktur internet yang tidak stabil, serta sosialisasi program referral yang belum optimal. Penelitian ini memberikan kontribusi dengan memperluas penerapan teori pemasaran digital dan program referral ke dalam konteks startup on-demand service di Indonesia Timur, sebuah wilayah yang masih jarang diteliti, serta mengidentifikasi sinergi antara kedua strategi dalam konteks spesifik Indonesia Timur.

References

Biyalogorsky, E., Gerstner, E., & Libai, B. (2001). Customer referral management: Optimal reward programs. Marketing Science, 20(1), 82–95. https://doi.org/10.1287/mksc.20.1.82.10195[reference:0]

BrightLocal. (2024). Local consumer review survey 2024. BrightLocal Research.

Bughin, J., Catlin, T., & DeMasi, A. (2023). The economic value of word-of-mouth marketing. McKinsey Quarterly, 45(2), 1–12.

Burtch, G., Ghose, A., & Wattal, S. (2023). An empirical examination of the antecedents and consequences of contribution patterns in crowd-funded markets. Information Systems Research, 34(1), 89–112.

CB Insights. (2023). The top 20 reasons startups fail. CB Insights Research.

Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008[reference:3]

Firmansyah, M., & Hidayat, R. (2024). Faktor-faktor kegagalan startup digital di Indonesia: Pendekatan sistem dinamis. Jurnal Manajemen Indonesia, 24(1), 45–62.

Garnefeld, I., Helm, S., & Eggert, A. (2024). Referral programs and customer retention: A meta-analysis. Journal of Marketing Research, 61(2), 321–338.

Gershon, R., & Jiang, Z. (2024). Referral contagion: Downstream benefits of customer referrals. Journal of Marketing Research. Advance online publication. https://doi.org/10.1177/00222437241257886[reference:4]

GoTo. (2024). Annual report 2024: Driving sustainable growth. GoTo Group.

GrowSurf. (2026). SaaS referral statistics 2026. GrowSurf Research.

Handayani, S., Mulyani, E., & Prasetyo, A. (2024). Program referral pada industri perbankan digital: Analisis efektivitas dan kepuasan pelanggan. Jurnal Ekonomi dan Bisnis, 28(3), 210–228.

Haryanto, T., Suryani, E., & Rahmawati, D. (2023). Digital marketing strategies for startup growth in Indonesia: A systematic literature review. Asian Journal of Business Research, 13(2), 45–67.

Hasanuddin, A., & Usman, M. (2023). Digital divide and technology adoption in eastern Indonesia: An exploratory study. Journal of Southeast Asian Studies, 11(4), 301–318.

Kementerian Komunikasi dan Informatika. (2023). Laporan tahunan startup digital Indonesia 2023. Kementerian Kominfo RI.

Khan, S., Rahman, M., & Hossain, M. (2023). On-demand service platforms: A review and future research directions. Journal of Retailing and Consumer Services, 72, 103–126.

Kotler, P., Keller, K. L., & Chernev, A. (2023). Marketing management (16th ed.). Pearson.

Krasniqi, A., & Zogaj, A. (2023). The impact of digital marketing on firm performance: Evidence from Kosovo. Baltic Journal of Management, 18(3), 345–362.

Kusumawardani, D., Permatasari, R., & Nugraha, F. (2023). Trust in digital era: The role of online reviews and referral programs. Jurnal Komunikasi, 15(2), 178–195.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420[reference:7]

Lestari, T., & Nugroho, A. (2023). Program referral pada e-commerce Indonesia: Analisis perilaku konsumen. Jurnal Bisnis Digital, 9(1), 23–41.

Merinda, K., Krissanjoya, P. F., Basri, M. H., & Apriansyah, R. (2025). Systematic literature review: Digital marketing strategy and its impact on MSME growth in Indonesia. Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 223–236.

Momoyo. (2025). Momoyo: 1000 gerai dalam lima tahun. Momoyo Corporate Publication.

Pasigai, A., & Jusriadi, E. (2024). The influence of service strategies and business relations on the growth of startup businesses in medium digital marketing. Journal of Ekonomi, 1, 18–24.

Pourazad, N., Simmonds, L., & Bellman, S. (2026). Promotional strategies for standalone apps: A systematic review and research agenda. Australasian Marketing Journal. Advance online publication.

Purba, F., Simatupang, T., & Lubis, A. (2023). Digital advertising strategy in on-demand platforms: An empirical study. Journal of Digital Economy, 8(3), 201–218.

Purnomo, A., Sutrisno, E., & Wardhani, R. (2024). Gojek and the evolution of on-demand services in Indonesia: A case study. Journal of Asian Business, 30(1), 78–95.

Putra, B., & Dewi, S. (2024). Pengaruh promosi digital dan program referral terhadap keputusan pembelian konsumen startup. Jurnal Pemasaran Indonesia, 20(2), 89–106.

Putri, N., & Santoso, B. (2024). Gen Z marketing strategy: The case of Indonesian F&B startups. Journal of Consumer Behavior, 23(4), 412–429.

Rahayu, S., & Suharyono, S. (2023). Dinamika pasar dan perilaku konsumen di Indonesia Timur: Studi kasus Sulawesi Selatan. Jurnal Ekonomi dan Bisnis, 15(3), 178–195.

Rahman, A., & Susanto, D. (2024). The effectiveness of digital marketing for startup development in Indonesia. International Journal of Business and Society, 25(1), 67–85.

Rahman, M., Kamal, M., & Haque, A. (2024). Customer referral programs and startup growth: Evidence from Uber India. Journal of Business Research, 175, 114–131.

Ryu, G., & Feick, L. (2007). A penny for your thoughts: Referral reward programs and referral likelihood. Journal of Marketing, 71(1), 84–94. https://doi.org/10.1509/jmkg.71.1.084[reference:11]

Sahu, S., Kshatriya, S., & Jha, S. N. (2024). Impact of digital marketing strategies on the performance of startups. In Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024) (Vol. 310, pp. 223–236). Atlantis Press.

Sari, P., & Wijaya, T. (2023). Competition landscape of on-demand services in Indonesia: A market analysis. Journal of Indonesian Economy, 12(2), 145–162.

Schmitt, P., Skiera, B., & Van den Bulte, C. (2011). Referral programs and customer value. Journal of Marketing, 75(1), 46–59. https://doi.org/10.1509/jm.75.1.46[reference:13]

Setiawan, H., Nugroho, B., & Prasetyo, T. (2023). Marketing strategy and startup survival in Indonesia: An empirical investigation. Asian Journal of Management, 14(3), 278–295.

Tuten, T. L., & Solomon, M. R. (2023). Social media marketing (5th ed.). Sage Publications.

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.

Wahyuni, T., & Pratama, A. (2024). Customer referral programs in early-stage startups: A cost-effective acquisition strategy. Journal of Entrepreneurship, 33(2), 167–184.

Wijaya, R., Kusuma, A., & Suryani, L. (2023). Pengaruh promosi digital terhadap keberhasilan startup on-demand di Indonesia: Sebuah tinjauan literatur. Jurnal Manajemen Teknologi, 22(1), 34–51.

Wirtz, J., Orsingher, C., Chew, P., & Tambyah, S. K. (2013). The role of metaperception on the effectiveness of referral reward programs. Journal of Service Research, 16(1), 82–98. https://doi.org/10.1177/1094670512462138[reference:16]

Ye, S., Li, H., & Zhang, Y. (2023). How referral programs drive growth: The case of Airbnb. Journal of Marketing Research, 60(4), 601–618.