PROPOSED STRATEGIC DEVELOPMENT FOR MYPERTAMINA MOBILE APP

• Main Author: Nuha Ghaidah, Amirah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71981
• Institution: Institut Teknologi Bandung

PT Pertamina Retail, which under Pertamina that owns the majority of the oil and gas market share in Indonesia, was established on June 17, 1997. In 2019, various strategic initiatives have been carried out by Pertamina in an effort to carry out digital transformation in business through 5+1 Main Focus for Digital Transformation program that one of which focuses on establishing a loyalty program in the form of the MyPertamina app. But during its journey, only 13% of the 39% target of the Loyalty Program has been achieved. The number of MyPertamina users is also still quite far from the target that has been set, until 2021 it has only reached 10.5 million users from the target of 15 million users. The average of MyPertamina’s monthly active users also decreased 4% or 961.563 users in January 2020-June 2021. It is supported by the percentage of fuel purchase transactions using MyPertamina is only 0.8% from total transactions, it is still dominated by cash payment transactions. Then, the existence of a government program regarding subsidized fuel restrictions is also a challenge and an opportunity for MyPertamina. Several analyzes were carried out to form a framework that can answer MyPertamina's business issues, starting from external and internal analysis to see strengths, weaknesses, opportunities, and threats for the company, customer analysis surveys using questionnaires to get customer motivation and customer expectations, and MARS Analysis to find out more root causes of MyPertamina problems based on MARS dimensions.