MARKETING STRATEGY TO INCREASE INTENTION TO USE MANDIRI ECASH APPLICATION
The rapid development of technology followed by the development of the financial industry led to the emergence of mobile wallets as an alternative method of payment for consumers. In Indonesia, the trend of mobile wallet usage began in 2007 and grew rapidly until 2018. The services offered vary f...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/35847 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rapid development of technology followed by the development of the financial industry
led to the emergence of mobile wallets as an alternative method of payment for consumers. In
Indonesia, the trend of mobile wallet usage began in 2007 and grew rapidly until 2018. The
services offered vary from payment to transactions that are classified as monthly based payment
such as payment of electricity bills, telephone, bill payments, etc. as well as daily based
transactions such as retail payments, on site payments, transport payments, etc. One of the
mobile wallet applications in Indonesia is Mandiri e-Cash. Mandiri e-Cash was launched by
Bank Mandiri since 2013 but until 2018 it was still difficult to increase its market share so that
it only ranked fifth in terms of number of users, under new entrants such as GoPay and Ovo
Indonesia. Gopay and Ovo are able to dominate the market share of mobile wallet applications
in Indonesia, the use of both types of applications is inseparable from the daily activities of the
community. It was not able to be followed by Mandiri e-Cash, Bank Mandiri failed to convey
the value of Mandiri e-Cash as an application that facilitates and supports the daily activities of
the community in order to improve the quality of life in transactions. Through this research the
researcher analyzed what caused the low number of users from the Mandiri e-Cash application.
This research is divided into two stages, internal analysis and external analysis supported with
consumer analysis to see consumer preferences for intention to use a mobile wallet application.
Researchers used 4 factors to see the relationship to the intention of using a mobile wallet
application, these factors include perceived of usefulness, perceived ease of use, perceived of
security and rewards. The results show that perceived usefulness and perceived security
significantly influence consumer intentions in using the mobile wallet application. The
implication and limitation of this study were discussed at the end of this paper |
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