PROPOSED MARKETING STRATEGY OF BANK MANDIRI’S MOBILE PAYMENT SYSTEM

• Main Author: Novalia Fujiasti, Sherry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/32763
• Institution: Institut Teknologi Bandung

Electronic commerce (e-commerce) has experienced an explosion due to the convergences of technological developments, the merging of the telecommunications and computing industries and the appropriate business climate (Beam and Segev, 1997).E-commerce system require methods to pay for the delivery of data, product, and services. One of e-commerce payment system is electronic money. Electronic money is electronic version of paper cash, carrying the same attributes as the physical medium – anonymity and liquidity (Panuranch, 1996). Bank Mandiri as one of the stateown bank has lauch “Mandiri e-cash” product as mobile payment system. Mandiri e-cash is a free application system conduct by bank Mandiri to provide the user making financial transactions as cash substitution. Since its introduction in March 2014, the number of Mandiri e-cash users had continued to grow and currently stands at 5 million users in 2017 and targeting 10 millions users in 2018. The challange facing Mandiri e-cash product is to increase its active users. By increasing its active users it will also increase its transactions volume. To increase E-cash users, it important to know what is the factors that increase user intention to use Mandiri E-cash. The research was conduct using qualitative and quantitative methods. The result from the research was the factors that influence user intention to use Mandiri E-cash are trust, benefit, and safety. After analyzing consumer, internal, and competitor situation the author conclude that the most suitable marketing strategy to be implemented for Mandiri E-cash are strengthening currents points of difference and adding new points of parity.