PROPOSED MARKETING STRATEGY FORMULATION FOR BNI MOBILE BANKING AT BNI GANESHA BRANCH
Technological developments in globalization are increasingly developing at the time of its development. In today's life, technology cannot be limited from people's lives, as if it were a basic need. Every year the amount of internet usage through smartphones is increasing. With this increa...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46531 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Technological developments in globalization are increasingly developing at the time of its development. In today's life, technology cannot be limited from people's lives, as if it were a basic need. Every year the amount of internet usage through smartphones is increasing. With this increase, of course, encourages the business world to progress and develop. The development of digital banking offers speed in conducting transactions but also offers the ease of conducting financial or non-financial transactions online without requiring funds to come in line at the bank or ATM.
PT. Bank Negara Indonesia or commonly called BNI 46 offers digital products under the name BNI Mobile Banking. BNI mobile banking is a BNI e-banking service for financial transactions that can be accessed through applications on smartphones with an internet connection. BNI Mobile Banking is accessed through an android or iOS application without using tokens / tools so it is more practical than BNI internet banking. One of BNI's branch offices located in the ITB campus, BNI Ganesha Branch sees students as their business opportunities. With the increasing number of students at ITB Ganesha it is not comparable to the performance of BNI Ganesha Branch. This is compounded by the large number of students using mobile banking products from competitors.
The method used in this research is a quantitative method using online and offline questionnaires to collect the data. Researchers want to analyze the causes from the external and internal sides. The method used by researchers is to use the Technology Acceptance Model Theory (TAM) with 103 respondents, this respondent is divided into ITB S1 and S2 ITB students. Researchers used 5 independent sub-variables, namely perceived usefulness, perceived ease of use, social norms, attitudes and trust towards 1 dependent variable, namely Intention to use. after that the business proposal uses TOWS.
The solution provided by researchers for BNI Ganesha Branch is to create a new marketing strategy, so that it has an impact on the attractiveness of students for the use of BNI Mobile Banking. Second, this study recommends collaboration between Fintech and BNI so that there is an increase in the use of products and services offered by BNI Mobile Banking. Both solution is expected to increase the intensity of students in using BNI Mobile Banking |
|---|