PROPOSED MARKETING STRATEGY FOR WESEL INSTANT PT. POS INDONESIA

• Main Author: DWIJA UTAMA (NIM : 29108341); Pembimbing Akademik : Dra. Krisnati Desiana, Lic. Comm, ISTON
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16124
• Institution: Institut Teknologi Bandung

Today the condition of business competition in the banking and financial industry become more higher. Every single company try to convince the society through their product differentiation. PT. Pos Indonesia as a BUMN company through its own financial division try to offer wesel instant to the market, wesel instant is the product development of the previous product, wesel pos. <br /> <br /> <br /> <br /> <br /> From the research, the main problem of wesel instant is the product did not have the differentiation, compared with the other financial and banking industry. Research area is in West Java, such as Bandung, Soreang, Cimahi, Bogor, Sumedang, dan Cibiru. The aim of this research is to saw the consumer perception and expectation especially from potential an users its self. Research shown that PT. Pos Indonesia still becoming the top of mind in the money transfer service industry. Majority of potential users unsure about the quality of wesel <br /> <br /> <br /> <br /> <br /> instant, except the distribution channels which widely spread to the urban area, wesel instant is tools <br /> <br /> <br /> <br /> <br /> to send money, and wesel instant highly identic with the PT. Pos Indonesia. However, the users saw that the quality of wesel instant is very high, the only things that users unsatisfied is about the service in the wesel instant's outlets. The improvement which suggest are focus on their widely spread distribution channel, physical evidence, and promotion especially in the below the line of wesel instant through brand activation programs. The consideration of the improvement are first, wesel instant is still in the top of mind in the monety transfer service industry but the usage and trial are very low, the second, the society asess there is no technological change in the PT. Pos Indonesia.