PROPOSED CUSTOMER ACQUISITION STRATEGY FOR JAKONE MOBILE (MOBILE BANKING PRODUCT OWNED BY BANK DKI)

• Main Author: Qonita, Tamara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75886
• Institution: Institut Teknologi Bandung

Digital technology has produced many benefits and made work easier. However, this exponential expansion in digital technology has increased competition, notably creating a significant effect on the banking industry. This major development in banking provided an ample opportunity that had to be carefully analyzed and controlled, leading up to intense competition of digital banking products such as mobile banking services which the product itself has helped open up macro, micro and small enterprises in Indonesia in terms of financial services convenience. Bank DKI, a regional bank owned by DKI Jakarta province, produced JakOne Mobile, a popular mobile banking app with innovative features that made transactions easier. With the current implementation shift of Bank DKI from product centric to customer, the bank created a new version of the mobile app and released it in 2022. In response to feedback from users, the new version improves UI, UX, and other aspects as well. However, once a market-leading application included in 10 top digital products in Indonesia banking, the JakOne Mobile currently experiencing decline in their activation number of the app and being replaced by competitors. Bank DKI also struggles to measure JakOne Mobile digital marketing campaigns. Starting with internal and external analysis, and proposed customer acquisition strategy for JakOne Mobile using RACE planning framework and a digital marketing implementation plan.