PROPOSED MARKETING STRATEGY FOR CUSTOMER LOYALTY MANDIRI CREDIT CARD PRODUCT
As the global pandemic-cOVID-19 outbreak, in Indonesia in mid-March 2020, has created unprecedented changes in the way customers respond to these challenges. The spreading of pandemic covid-19 forces people to stay at home and stop their mobility. They are staying at home affects people to do onl...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/53853 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | As the global pandemic-cOVID-19 outbreak, in Indonesia in mid-March 2020, has
created unprecedented changes in the way customers respond to these challenges. The
spreading of pandemic covid-19 forces people to stay at home and stop their mobility. They
are staying at home affects people to do online shopping. Along with the widespread practice
of physical distancing, online shopping becomes an essential alternative for many people.
Consumer behavior to spend is also shifting from buying products that they want into
buying products that are needed. Pandemic COVID-19 drives the pattern of online consumer
spending widening. Consumers start buying everyday necessities online. Consumer spending
in terms of credit card transactions also shifts customer attitudes due to this pandemicCOVID19,
creating increases high for transactions through others/e-commerce but going
lowest for travel, hotel, and restaurant transactions.
Mandiri Credit Cards has to adapt fast to overcome this customer behavior change
because it will reshape consumer decision journeys. Some new behavior forced by this crisis
will probably stick as new habits after the pandemic has receded. These may include remote
working and online shopping, which will drive digital banking and e-commerce segments
opportunities. Mandiri needs innovation and understanding consumer behavior better for
Mandiri Credit Cards to grow and shape these upcoming challenges into a marketing business
strategy that can positively impact customer value and deliver loyalty customer
The research addresses finding the most appropriate strategy in improving Customer
Loyalty and the competitive advantage of Mandiri Credit Card. The research will be using
Digital Disruption in Banking Industry, PESTEL Analysis, Porter’s Five Force, Competitor
Analysis, and Customer Analysis to analyze the external Issues Analysis. The research uses
STP analysis, Marketing Mix, and Business Canvas Model to analyze the Internal Issues. The
end of the research will formulate the implementation plan of a proper marketing strategy and
recommendation to Mandiri Credit Card hence its cardholder using Mandiri Credit Card as the
primary option for their transaction.
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