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PERAN SHOPEEFOOD DRIVER DALAM MEMBANGUN BRAND POSITIONING SHOPEE
ShopeeFood was launched as part of Shopee’s service diversification, aiming to take advantage of the large customer base from its existing e-commerce ecosystem. However, ShopeeFood is limited only to food delivery services. This limitation shows a weakness of ShopeeFood, which is the low intensity of communication between drivers and customers. In this point, the role of the driver becomes very important in building brand positioning, as they are the front line of direct interaction with customers. Positive experiences delivered by drivers, such as friendliness, punctuality, and professionalism, can improve customer perception of the brand. The researcher is interested in studying more deeply the role of ShopeeFood drivers in building Shopee’s brand positioning. This research uses a qualitative approach with descriptive methods, focusing on ShopeeFood drivers as the research subject, and brand positioning as the research object. The data collection techniques include observation, interviews, and documentation. The role of ShopeeFood drivers toward Shopee’s brand positioning is analyzed and connected through two units of analysis: the concept of role with several parts from Bruce J. Cohen, and brand positioning according to AB Susanto & Himawan W. The results of this study show that ShopeeFood drivers hold a significant role in forming and strengthening Shopee’s brand positioning in the middle of competition in the food delivery service. This research finds that drivers, as the direct representation of ShopeeFood services, are responsible for shaping customer perception of Shopee’s service value. Keywords: Role, Shopee, ShopeeFood, Brand Positioni
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