PROPOSED MARKETING STRATEGY TO INCREASE LIVIN’ BY MANDI (NEW APPLICATION) USER

• Main Author: Made Wili Candera Dewi, Ni
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70637
• Institution: Institut Teknologi Bandung

The growth of mobile banking users in Indonesia has experienced quite significant growth. Based on data from Bank Indonesia in May 2022 the use of Mobile Banking grew by 67.8% (yoy) with the number of transactions reaching 3.2 billion, this number increased from the previous year which was only 1.9 billion transactions. There are five mobile banking that are most frequently used by the people of Indonesia, namely mobile banking from BCA, BRI, Bank Mandiri, BNI, and Bank CIMB Niaga. Based on the sequence of mobile banking that is most often used by Indonesians, Bnak Mandiri's mobile banking, namely Livin' by Mandiri, still has to increase the number of users because the number of users is still small compared to the number of users from other mobile banking. In addition, it was noted that only 32% of Bank Mandiri customers used Livin' by Mandiri. Thus, this research was structured to identify what factors could encourage people to use mobile banking and find out what marketing strategy should be implemented by Bank Mandiri to increase the number of Livin' by Mandiri users. To find out this, the authors distributed questionnaires to 200 respondents and then the data from the questionnaires were processed using PLS-SEM. In addition, the author also conducts external analysis and internal analysis from Bank Mandiri to obtain business solutions and then prepares an implementation plan to increase LIvin' by Mandiri users. From the results of this analysis, business solutions are obtained that Bank Mandiri must increase the number of promotions, carry out educational programs about its banking products and must always carry out digital innovations because the factors that can encourage people to use mobile banking are that mobile banking must have appropriate uses, easy to use and has a high security system.