PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF BSGTOUCH OF PT. BANK SULUTGO

• Main Author: Novianto Kai, Harry
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/69924
• Institution: Institut Teknologi Bandung

In the era of the digital economy, the rapid development of digital technology has significantly altered consumer behaviour. The ever-increasing complexity of consumer needs drives customers to be more proactive and discerning in their selection of digital services. Companies must have the ability to formulate strategies so that they can adjust to a changing environment. Each business has as its long-term objective the achievement of growth and sustainability. Internet banking is one of the forms of internet-based activities that have spread to various parts of the world as a result of the proliferation of internet technology. BSGtouch is a product from PT. Bank SulutGo and it can conduct transactions via a mobile banking service called BSGtouch, which can be accessed directly by customers using internet-capable mobile phones. One of their most prominent claims is that the BSGtouch makes it simple for consumers to conduct transactions whenever and wherever they choose, without the need to travel to a branch office or an automated teller machine. To determine the level of brand recognition in the firm based on factors such as product, price, promotion, and percentage. In order to conduct an external analysis, this research made use of four different tools: an analysis of the industry, an analysis of customers, and an analysis of competitors. Following the completion of an internal and an external analysis, this research utilized a SWOT analysis to assess the benefits, drawbacks, opportunities, and dangers that BSG presents to itself. With an alternative solution that is expected to be able to increase BSGtouch brand awareness, namely by utilizing the TOWS Analysis tools. TOWS analysis is the process of carefully identifying various aspects in order to build a plan that will move a company closer to achieving a vision. The internal and external variables that make up TOWS are called Strengths, Weaknesses, Opportunities, and Threats, respectively. Based on this analysis, social media optimization is carried out to increase brand awareness with promotions and content that will be distributed on social media platforms