PROPOSED MARKETING STRATEGIES TO INCREASE BRAND AWARENESS AND TO TARGET APPROPRIATE USERS OF SHARIA DIGITAL WALLETS (CASE OF LINKAJA SYARIAH SERVICE)

• Main Author: Rahmi Chairunisa, Nadia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54634
• Institution: Institut Teknologi Bandung

LinkAja Sharia Service is the first and only sharia e-money in Indonesia to receive a DSN MUI certificate. Currently the LinkAja Syariah Services launched in less than a year also already runs marketing efforts, but there are still target users who are not aware of this service information. It is important for LinkAja Syariah Services to increase brand awareness and develop a right marketing strategy for its target users. Questionnaire results showed 75% of respondents do not use LinkAja Syariah Services and 80% of them interested in using LinkAja Syariah Service. Propose solutions and recommendation for the implementation plans are, to increase brand awareness, LinkAja Syariah Service recommended to make various advertisements and do social media public relations. To provide the right marketing strategy to improve the current state of LinkAja Syariah Services, LinkAja Syariah Service also recommended to make target users feel invited to interact with the service in their platform, such as using Social Media Marketing in the form of variative and interesting social media posts, social media quiz, create content with islamic economy experts also enhance online public relations, make target users invited to try the service for the first time by posting promotion information on social media and make an activation tutorial video, make target users repeat their transactions in the app by making engaging content marketing, on app points and rewards, and Year-in-Review. All the strategies previously can be achieved by using RACE framework. Also make target users want to advocate to their mutuals by give option to share the app to their contacts after repeated transactions and give reward after sharing the app. This strategy conducted by using advocate path in the 5As customer paths in Marketing 4.0.