Ayu Putri Nuradi

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Social Innovation:
New strategy, concepts, ideas, and organization that meet the social needs of different elements (they
extend and strengthen civil society). Social innovation includes the social process of innovation and has a
social purpose.

A case of social innovation:

GOJEK is a well-known mobile-application throughout Indonesia built by Nadiem Makarim (CEO of
GOJEK), an Indonesian citizen who decided to stop his job for starting new company. He got his bachelor
and master degree in USA and had decided to come back to his home country.
GOJEK had been established since 2011, but growing increasingly since 2014. This idea came up starting
from small aim: helping ojek driver to find passengers (ojek is a term in which motorcycle is used to
deliver people to a certain place).
Transportation system in Indonesia, especially in Jakarta has not been developed yet and sum of selfowned car and motorcycle has been growing uncontrolled while public transportation (beside train and
TransJakarta) cannot be relied upon. Therefore, society needs a trusted-transportation facility. GOJEK
saw this potential and tried to open up more its wing.
Starting from dominant element in Jakarta, they are employee, finding GOJEK through mobile
application has been a routine-activity before going back home or before going to office. For example in
my previous company, starting from only one or two persons using GOJEK, then they spread efficiency
of GOJEK to the others. This leads to developing social trust towards GOJEK.
Starting from employee as a targeted-market, now GOJEK has many other delivery variety, not only
delivering people to certain place, but also delivering goods. Housewife can use GOJEK to deliver thing
or pick-up their children from school.
Since the rate of GOJEK service is average cost (affordable by average society), using GOJEK becomes a
habit in daily activity. Many people become dependable to this service, especially when meets limited
time.
GOJEK is not only spread in Jakarta, but also in another cities throughout Indonesia, for example Medan,
Surabaya, Yogyakarta, etc. Through this example, we can see that GOJEK has a social purpose because
starting from helping ojek driver to get passengers and also after seeing social needs in trustedtransportation.

How the idea of social innovation can be created?

1. Starting from observing surrounding condition, for instance: social condition, social needs, social
problem which needs to be solved
2. By being triggered from the factors, we can be encouraged to find the solution of the foundedproblems. Usually, idea can occur vary and many. Thus, we need to choose the best way which
meets society condition and solve the problem.