THE INFLUENCE OF ELECTRONIC WORD OF MOUTH TOWARDS INTENTION TO USE BNI TAPLUS MUDA (CASE STUDY: BNI GANESHA BRANCH)

• Main Author: Fairuz Febriantami, Asri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46469
• Institution: Institut Teknologi Bandung

Millennials grew up with enhanced access to data and consequently they'll be the simplest educated and most enlightened customers. Access to data not solely will be obtained from books or newspaper, it also available as handy as in smartphones. In addition to the rapid increasing adoption from web, smartphones, growth in e-commerce, there's a powerful conversion by Indonesian banks that stimulates client demand. McKinsey & Company (2019) conducted survey that Indonesia is double as quick as different rising Asian markets in terms of digital banking channels usage. These customers are showing openness and would think about shifting to digital bank. BNI or Bank Negara Indonesia is an Indonesian state-owned bank which has thousands branches and over millions of customers. BNI have been launched savings product for Indonesian youth with age ranging from 17 – 35 years old which is BNI Taplus Muda that have been established since July 2012 to cater financial needs for young generation. One of BNI branch offices, BNI Ganesha has seen BNI Taplus Muda as desired opportunity to get more customers of BNI Taplus Muda as it is located inside of education institute. BNI Ganesha branch have ITB students as their target market. However, there is a decrease number of BNI Taplus Muda in the past year which affecting BNI Ganesha branch performance. Through this research, the researcher analyzed what cause the problem both internally and externally. In addition, other methods that used are semi structured interview, and conducted a survey of 116 respondents which limited to ITB students ranging from bachelor and master program. It is found that factor that argument quality, valence, consistency, and volume influence of electronic word of mouth. Then, after the root cause is discovered, the researcher proposed business solutions by using TOWS. There are three proposed solutions to resolve business issue that occur in BNI Ganesha branch, which are improving value of BNI Taplus Muda customers, establish promotion mix of BNI Taplus Muda especially in digital platform, and invite ITB students to become opinion leader of BNI Taplus Muda. Social media is one of practical tools to promote BNI Taplus Muda, BNI Ganesha also able to interact with customers actively through digital platform. These solutions are expected to stimulate positive word of mouth circulation among ITB students conventionally and electronically which in return improving BNI Ganesha performance in terms of BNI Taplus Muda savings product.