PROPOSED BUSINESS STRATEGIES FOR DIGITAL BANKING AT BANK MANDIRI

• Main Author: Cindyana Dewi, Adinda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53056
• Institution: Institut Teknologi Bandung

Digitalization is a process of empowering digital technology and information to transform the way a business operates. With the advent of digitalization, many industries have been disrupted, namely the banking industry. In responding to this disruption, the banking industry carried out and initiated a digital strategy in products and services to the company's strategy to continue to meet customer needs. This research was conducted to determine the marketing strategy of Bank Mandiri for the West Java Region in facing the digitalization era by knowing what customer expectations are for banking products in the future, what is the current West Java Region Bank Mandiri marketing strategy in supporting digital transformation and what should be done. conducted by the West Java Region Bank Mandiri to support digital banking based on local consumer behavior. The methodology used in this research is the mixed methodology, which is a combination of qualitative and quantitative methods, where the qualitative method is carried out 3 through In-Depth Interview with management at Bank Mandiri while the quantitative method is through online questionnaires to several respondents. The analysis used in this research is a thorough analysis of the external environment and analysis of the internal environment. In the analysis of the external environment, the researcher uses PESTLE analysis and Porter's Forces analysis, while for the analysis of the internal environment using Resources analysis, Value Chain Activity analysis, STP analysis and 4P analysis. From these analyzes formulated a new marketing strategy through strategic marketing tools, namely the TOWS, STP, and Marketing Mix (4p) matrix. From this research, several formulations of marketing strategies can be applied by the West Java Region Bank Mandiri, namely as follows: continue to market digital banking products through social media, endorsements and several promotions on Youtube. Conducting customer retention programs through discounts, customer gatherings and consistently providing the best service. Carrying out several innovations, and also creating a massive and simultaneous marketing strategy in collaboration with several parties such as universities that are able to increase market penetration for digital products, especially in the millennial segment.