PROPOSED MARKETING STRATEGY TO INCREASE TAPLUS MUDA CUSTOMER (CASE STUDY: BANK BNI GANESHA BRANCH)

• Main Author: Fauziah, Laily
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45889
• Institution: Institut Teknologi Bandung

BNI Taplus Muda is a digital savings product intended for Indonesian young people ranging from the age of 17 years to 35 years, launched in 2012. Since June 2019, Taplus Muda can be opened digitally through BNI mobile banking, transactions without a passbook and equipped with an electronic channel. BNI is transforming Taplus Muda into a digital savings account that can be opened with BNI Mobile Banking due to technological developments in the banking industry. Business issue found at the Bank BNI Ganesha branch that performance of Taplus Muda declined between 2016 to 2018. Theoretical approach taken to solve business issue are costumer analysis, internal environment, and external environment that consist of general environment (PESTEL) and industry environment (Porter 5 Forces and Competitor Analysis). The methodology used for customer analysis is Technology Acceptance Model (TAM) with 5 variables are perceived usefulness, perceived ease of use, trust, compatibility with lifestyle, and social influence. Based on multiple regression analysis of SPSS 21, the results that influenced the intention to use mobile banking were found to perceived usefulness, perceived ease of use, compatibility with lifestyle, and social influence. The results of this analysis will be develop into proposed marketing strategy (Marketing Mix and Promotion Mix) that expected to improve the performance of BNI Taplus Muda.