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GoTo Habiskan Lebih dari 50% Pendapatan Kotor untuk Promosi dalam 4 Tahun Terakhir | Databoks
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GoTo Habiskan Lebih dari 50% Pendapatan Kotor untuk Promosi dalam 4 Tahun Terakhir

Promosi kepada Pelanggan dan Pendapatan Kotor GoTo (2018 - 2021*)

Sumber : GoTo Gojek Tokopedia Tbk, 15 Maret 2022

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Disalin..
IKLAN

Penulis: Reza Pahlevi

Editor: Annissa Mutia

16/3/2022, 11.20 WIB

GoTo mulai melantai di Bursa Efek Indonesia (BEI) pada 4 April 2022 nanti. Gabungan antara Gojek dan Tokopedia ini diperkirakan memiliki lebih dari 100 juta pengguna aktif bulanan (monthly active users/MAU).

Salah satu cara GoTo menggaet pelanggan dengan melakukan promosi. Dalam 4 tahun terakhir, GoTo menghabiskan rata-rata 66% dari pendapatan kotornya untuk promosi kepada pelanggan.

Pada 2018, GoTo menghabiskan Rp2,86 triliun untuk promosi kepada pelanggan. GoTo mencatatkan pendapatan bersih sebesar Rp4,29 triliun pada tahun yang sama. Ini berarti 66,5% pendapatan kotor GoTo dipakai untuk promosi.

Tahun selanjutnya, 73,5% atau Rp6,4 triliun dari pendapatan kotor GoTo (Rp8,7 triliun) dipakai untuk promosi. Ini menjadi rasio promosi terhadap pendapatan kotor terbesar dalam 4 tahun terakhir.

Pada 2020, 60,4% (Rp5,09 triliun) dari total pendapatan GoTo (Rp8,42 triliun) dipakai untuk promosi. Per 31 Juli 2021, rasio promosi terhadap kotor sudah sebesar 63,5%.

Promosi kepada pelanggan juga menjadi salah satu cara GoTo untuk bersaing dengan kompetitornya. Misalnya, Gojek bersaing dengan Grab di lini bisnis mobilitas dan Tokopedia bersaing dengan Shopee dalam e-commerce.

(Baca: GoTo Target Rp 17,99 Triliun dari IPO, Ini Rencana Penggunaannya)

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