PROPOSED MARKETING STRATEGY BASED ON BEHAVIOURAL INTENTION TO USE MOBILE BANKING USING UTAUT2 MODEL

• Main Author: Felly Annisa, Magnalia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/51076
• Institution: Institut Teknologi Bandung

There is the need to examine and conduct studies on factors that may influence customers on their behaviour intention to use online banking service, and to make sure that banks will provide their best performance to customers. There has been a significant raise on performance of accounts registered in Taplus Muda shown from 2018 to 2019. This significant increase in previous year should be maintained by BNI Ganesha Branch. Therefore, it is necessary to conduct a research, as the result can be implemented to develop the strategy for BNI Ganesha Branch to maintain and boost customers of Taplus Muda program. Several tools are being used to analyse this study, such as SWOT matrix, TOWS matrix, PESTLE, Porter’s Five Forces, Competitor Analysis, as well as UTAUT2. The study found that Price Value and Hedonistic Motivation are the two factors that positively and significantly influence Behaviour Intention to Use of customers. Meanwhile other factors such as Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Habit do not significantly influence Behaviour Intention to Use. Several strategies are offered to the company, such as collaborating by making events for students, cooperate with more merchants by giving limited edition product with special discount, creating dedicated website for BNI Taplus Muda, as well as providing digital debit card, and giving rewards such as TapCash deposits for existing customers.