PROPOSED MARKETING STRATEGY TO IMPROVE BRAND EQUITY OF PQR MOBILE

• Main Author: Roro Karina Fitria, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46394
• Institution: Institut Teknologi Bandung

Technology has been used by many industries to provide a better product and service to the customer, the financial industry is one of them. Financial technology (fintech) become a trend in the financial industry as many companies using technology to digitalized its financial service. PT PQR would not want to miss this opportunity as the company was also in the transformation process of its products and services. PQR Mobile is the result of fintech innovation by PT PQR. PQR Mobile is a mobile payment application with a core giro system that enables the user to withdraw, pay the bills (electricity, mobile credit, phone, insurance), sending money between users, and also pay for e-commerce. Since the PQR Mobile launching in April 2019, the company was only able to achieve 15% from the 500.000 target user. As a new player in the mobile payment industry, the company needs to convey its value in order to get a market share. Therefore, the company needs to improve brand equity to generate more customers. The study aims to explore brand equity of PQR Mobile and if brand equity could increase the intention to use the product by distribute 200 questionnaires to the respondent. The result is that the brand equity of PQR Mobile is lower compared to the competitor, the cause is brand awareness, brand association, perceived quality, and brand loyalty or all dimensions in brand equity towards the product are low. After the analysis is conducted the main cause of this problem is because the company was not able to come up with a marketing strategy based on the market trends and need. In order to improve brand equity, this study proposed the marketing strategy based on 3 objectives that are to improve awareness and association, perceived quality and brand loyalty. To improve awareness and association the company needs to create an advertisement content in social media and search engines that associate with the corporate brand. The perceived quality could affiliate other products within the company with PQR Mobile and create a partnership with an offline store. The reward program and customer chat additional feature would be the strategy to improve brand loyalty.