Penelitian terapan ini membahas peran UMKM di Tangerang Selatan sebagai mitramerchant dari GO-JEK dengan melakukan analisis terhadap tiga aspek yaitu value,interest, dan technology acceptance. Hasil dari analisis tersebut akan diolahmenjadi pemetaan UMKM pada stakeholder mapping quadrant. Penelitian iniadalah penelitian kualitatif yang menggunakan desain studi kasus. Hasil penelitianmemberikan rekomendasi berupa strategi pelibatan engage, communicate, daninform untuk UMKM di tiap kuadran pada stakeholder mapping quadrant, sertamenyediakan riset perangkat untuk pelibatan pemangku kepentingan perusahaanyang dapat direplika secara nasional oleh perusahaan.

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The focus of this applied study is to discuss the role of SSMBs in South Tangerang

as merchant partners of GO-JEK, by analyzing three aspects of their business,

namely value, interest and technology acceptance. The result of this analysis will

be processed into SSMB mapping through stakeholder mapping quadrant. This

study is a qualitative research that uses a case study design. The result of this study

provides recommendations in the form of strategies to engage, communicate, and

inform SSMBs in each quadrant of the stakeholder mapping quadrant, as well as

providing a research device for stakeholder engagement strategy which can be

replicated nationally by the company.