Indonesia grab digital business strategy to win the competition in Kupang City

This study aims to evaluate the Digital Grab Indonesia's business strategy in winning competition in the city of Kupang. This research is a qualitative descriptive study conducted in the city of Kupang by using a sampling technique to select informants, namely the purposive sampling method. The instrument used in this study was to use interviews with informants in this study were the Kupang Grab Manager, Grab Partner Acquisition (4W), Grab General Admin, City Grab Business Developer (BD), Grab Car Drivers, Conventional taxi drivers, Community, and Customer Division in Kupang. In addition to interviews, observations and supporting documents in the form of books and previous research on the same field study as this research, and triangulation was also used in this study. To test the validity of the data in this study using research data triangulation methods through checking various sources to get saturated research data. This research shows that Indonesia's Digital Grab Business Strategy for Winning Competition in Kupang City includes: Internal Environmental Analysis The strengths of the Grab digital business in Kupang City are: the existence of team work; application of performance management systems; Always innovating education about applications and providing incentives; Recruitment of workers has qualifications. Weaknesses of Digital Grab Business in Kupang City are 1) there is no maximum distance limit so that it is potentially prone to crime. 2). Still not allowed to pick up passengers at the airport. 3) The use of the application experiences problems that arise from partners/drivers who are not good at IT. External Environmental Analysis: Digital Grab Business Opportunities in Kupang City, namely: inviting conventional taxi drivers to join Grab; promotion; follow market trends. Threats of Digital Grab Business in Kupang City are 1) the absence of supporting regulations. 2) There are people who have not adapted to technology.