PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE ONLINE HOUSING LOAN APPLICATION THROUGH BTN PROPERTI PLATFORM IN PT BANK TABUNGAN NEGARA (PERSERO) TBK

• Main Author: Kurniawan, Didi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55649
• Institution: Institut Teknologi Bandung

The development of information technology has changed human behavior in their activities, many things have become easier. several industries have started to take advantage of technological advances to convert manual business processes to digital. Bank BTN as one of the government banks that focuses on the housing sector with the largest market share in Indonesia of more than 40%, has made changes in terms of credit services, especially housing loans by presenting a new technology called BTN Properti which can be accessed using the web and also through the application. This platform is expected to provide convenience for consumers in searching and applying for housing loans online, and in the end it will increase BTN's revenue and assist the government in providing homes for the Indonesian society. Since BTN Properti was launched in 2018 (web) and application in December 2019, from Januari to December 2020 BTN Properti has a conversion rate of 0.54% (for web and application) where out of 4.06 million visitors only 21,962 customers have made the decision to apply for credit through BTN Properties, where 80% or 17,569 visitors register via the web and the remaining 20% or 4,392 through the BTN Properti application. The conversion rate via the web is 0.43% and through Apps 0.11%. Meanwhile, based on the average global conversion rate of financial services in 2019 of 4.43%. Several approaches were taken to address the low conversion rate of BTN Properti, through Internal analysis (STP, marketing mix) BTN property already has a strong position in mortgage, External (PESTEL, Porter’s Five Forces) opportunities for BTN due to large property needs in Indonesia despite the threat of substitute products or services from P2P lending, Competitors (Banks and Non-Banks) there are no competitors with concepts such as BTN Properti, Expert insight (internal, Developer) BTN Properti is a platform that will have a positive impact on BTN and developers, but information about BTN Properti is still lacking especially in online media, Customer journey (questionnaire by using The Five A’s Concept, Aware, Appeal, Ask, Act, Advocate) for touchpoints Aware there is still a lack of information about BTN Properti from online media, for touchpoint Ask there is still a lack of facilities supporting facilities that will increase curiosity about BTN Properti. To overcome this problem by formulating a marketing communication strategy, with the impact of increasing the conversion rate through internal and external efforts, defined through coordination between divisions related to BTN Properti, strengthening BTN Properti promotions with different targets and campaign themes every month, determining which media channels which will be used, developing a roadmap for the promotion of BTN Properti based on the effectiveness of the media channels that will be used with 3 approaches and alignment, aligning with the expected results for each marketing activity, aligning with the behavior of the target audience and aligning with the schedule of other activities.