PROPOSED INTEGRATED MARKETING COMMUNICATION TO INCREASE NUMBER OF RETAIL INVESTOR IN INDONESIA (PT. BURSA EFEK INDONESIA)

• Main Author: Lantika, Gita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53572
• Institution: Institut Teknologi Bandung

The Indonesia Stock Exchange, as the only trading service provider in Indonesia, has a significant role in supporting the country's economic growth. As a venue that brings together sellers and buyers of shares, IDX has a role in providing trade services that are orderly, fair, and efficient, by the mandate set out in the Capital Market Law No. 8 of 1995. Apart from being a center for trading services, the IDX has several indicators that can be used as the Indonesian capital market's performance, including market capitalization, average daily transaction value, trade volume, and P / E ratio. To produce an average share transaction value is driven by investors' active buying and selling shares transactions. Therefore, the number of active investors in trading dramatically affects the average daily transaction value's size, which is the main contributor to IDX income. In addition to trading transactions, the stock price index's resilience is also influenced by retail buying and selling transactions. When there is a sentiment that can destabilize the index resulting from foreign investors and institutional investors selling their shares, the role of retail investors who remain resilient and use this opportunity to buy shares is significant. To maintain the stock exchange index conditions that will affect the favorable conditions of the Indonesian capital market. Compared with countries in ASEAN, Indonesia is one of the countries with the lowest ratio of the number of investors to the total population, namely 0.5% as of August 2020. This is triggered by a low level of financial literacy in Indonesia and is influenced by Indonesia's demographic and geographic conditions. The islands are also in an unstable infrastructure condition. This research focuses on how the IDX can implement an effective implementation strategy to increase retail investors' numbers using an internal and external analysis approach. This internal and external analysis is then translated into SWOT and TOWS matrices, which are then used to formulate strategies through Root Caused Analysis. Then this strategy will produce a new Segmenting, Targeting, Positioning, and Marketing Mix.