Go-Points is a loyalty program exclusively for Go-Pay users where GoPay users will gain points for every transaction made through Go-Pay. It can be
redeemed with many available rewards from various categories. The purpose of
this study is to identify the encouragement of Go-Points’s users to access and use
Go-Points feature based on their main goals. In order to help overcame the
problems in this paper team will elaborate all the theories that interpret the project
object and will utilize several theories and tools that help the team analyze the
project’s point of issues. This research begins by determining the problems in the
company through qualitative data by interviewing the customers also marketing
expert and observing the problem. In this research writers would like to know the
extent to which Go-Points are known by Go-Jek users, the extent to which users
use Go-Points, and what marketing strategy Go-Points should do based on users
and marketing expert opinion.


Supervisor: Eka Sri Dana Afriza