PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS (STUDY CASE: DIGITAL LOAN APPLICATION)

• Main Author: Balqis Maharani, Kinanti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75887
• Institution: Institut Teknologi Bandung

Indonesia's fintech industry has continued to experience significant development and will become a key player in the nation's financial sector by 2022 - 2023. Consequently, the emergence of fintech lending offers a potential remedy to this issue. This was further supported by the high mobile subscription and internet penetration rates relative to the population of Indonesia, which consequently presented a vast opportunity for fintech lending platforms. At the end of 2019, BRI, one of the largest state-owned banks in Indonesia, launched a digital loan application called Ceria. This research analysis the company internal and external to formulate marketing strategies to increase digital loan application called Ceria brand awareness. The internal analysis uses. The external analysis is being analyzed using PESTLE analysis, competitor analysis and consumer analysis. Data for customer analysis was collected from distributing questionnaires to potential consumer Ceria. The result from data analysis using the SEM-PLS method to measure correlation between variables. Referring to external analysis, the opportunities for Ceria digital loan application are digital services as a new way of life, regulations from government, advertising, publicity and sponsorship. The internal and external analysis result was used to formulate the SWOT analysis, which was further used as a foundation in formulating strategy using the TOWS matrix. The result are marketing strategy are create referral program, create a marketing campaign on social media targeting potential customers, create digital loan application Ceria advertising plan and Apply publicity technique to increase awareness of customers