PROPOSED STRATEGIC DEVELOPMENT OF BTN MOBILE BANKING APPLICATION IN PT. BANK TABUNGAN NEGARA (PERSERO) TBK
Digitalization is a process of employing digital technologies and information to transform business operations. In this era many industries are disrupted by existence of digitalization including banking industry. Many banks are integrated their digital strategy into corporate strategy and transform...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46215 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Digitalization is a process of employing digital technologies and information to transform business operations. In this era many industries are disrupted by existence of digitalization including banking industry. Many banks are integrated their digital strategy into corporate strategy and transform into a digital bank with customer-centric mindset as a respond of digitalization challenge.
PT. Bank Tabungan Negara (Persero) Tbk, pioneer of mortgage in Indonesia, which established in 1950 also transforming their organization in three phases started in 2013 as company’s survival period to be a global player in 2025. Company also accommodate digitalization in second phase started 2016 to 2019 which manifested in company’s various product and digital services such as BTN Mobile Application, internet banking and Cash Management System (CMS).
BTN Mobile Application as one of digital phase products has a significant business issue regarding its low conversion rate at 48% average starting from February 2019 until July 2019. Conversion rate is a measurement of number of savings account (NOA) converted to activate BTN Mobile Application. Besides finding the root cause of low conversion rate business issue of this final project must compose a strategic development of BTN Mobile Application.
Some approaches are used to construct a framework that can answer business issues. Starting with company’s internal strengths and weaknesses, external environment analysis, competitor analysis and customer analysis. Survey is held for customer analysis using questionnaire from sample respondent with main purpose is to get the Perceived Value (PV) of BTN Mobile Application and measures marketing mix performance using 4P theory.
Final project then finished by answering business issue question which result is a strategic development of product features and promotional activity. |
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