PROPOSED DIGITAL MARKETING STRATEGY WITH PRODUCT AND CUSTOMER SERVICE IMPROVEMENT TO INCREASE CONSUMERS’ INTENTION TO USE POSGIRO MOBILE

• Main Author: Tristy Aulia, Iqlima
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53231
• Institution: Institut Teknologi Bandung

Nowadays digital technologies help shift Indonesia's financial service industry from traditional channels to digital channels (internet and mobile phones). The financial service industry should continue their digitization programs and move quickly to draw new customers and establish loyalty to their existing customers. PT Pos Indonesia is the state-owned company which is responsible to provide postal and financial service in Indonesia. Recently PT Pos developed product service called PosGiro Mobile (PGM) to compete with other fintech companies to reach consumers in digital era. However, PT Pos has difficulties to catch up with the rapidly changing business environment particularly in providing user friendly financial service to its consumer, as such they hardly adopt the product and have confusion on the usage of PGM apps. Accordingly, the purpose of this study is: first, to identify factors that significantly influence consumer intention to use digital financial service; second, to determine the role of the significant factors in increasing consumer intention to use digital financial service; and third, to propose the right strategy to increase the intention to use PosGiro Mobile financial service. This study used mix method of qualitative and quantitative research to asses external and internal environments of PGM. First, general environment analysis, industry analysis, and competitor analysis were conducted to assess external environment of PT Pos. Second, the author analyzed the internal company situation using marketing mix, STP, and VRIO analysis approaches. And third, the author conducted quantitative survey to gain consumer insights on factors that may increase the intention to adopt digital financial services using Technology Acceptance Model approach. The overall result of analysis then summarized in SWOT Analysis; and also becomes the input to identify the root causes problem of the business issue. As the result, the author found eight root causes of PosGiro Mobile low adoption, i.e., negative feedback on apps performance, consumer still does not aware of PGM features, poor user experience, unresponsive customer service, less innovation on creating attractive features, slow development of apps, less interactive in social media, and lack of mass advertisement. Then, the author formulated 12 alternative solutions based on TOWS matrix approach. The alternative solutions that are relevant with the root causes of problem are used to develop digital marketing strategies, which consists of online content marketing, online display advertising, PGM apps features improvement, and social media marketing strategies. Further implementation plan was developed as such the proposed digital marketing strategy could improve consumers’ intention to use PosGiro Mobile.