MARKETING COMMUNICATION STRATEGY TO IMPROVE BRAND AWARENESS AND ACQUIRE MORE NEW CUSTOMERS(CASE STUDY: LINE BANK OF PT BANK KEB HANA INDONESIA)

• Main Author: Lee, Duhaeng
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76651
• Institution: Institut Teknologi Bandung

This study used the case of LINE Bank, one of Indonesia's Digital Banks. LINE Bank is a digital banking platform launched by LINE Financial Asia, a global financial subsidiary of LINE Corporation, together with PT Bank KEB Hana Indonesia. Although LINE Bank was launched in June 2021, the number of users of LINE Bank is not growing faster than competing digital banks. In addition, brand awareness of LINE Bank is lower than that of its competitors. In this study, a survey was conducted to analyze the brand awareness of digital banks in Indonesia. And through an interview with the key officer of LINE Bank, the prospects of the digital banking industry and LINE Bank's marketing strategy were discussed. Based on this, this study proposed a marketing communication strategy to improve LINE Bank's brand awareness and acquire more new customers. The results of this study can help managers in the banking industry create better digital marketing communication strategies and find new opportunities to maximize digital banking transactions and profitability, as well as consumer satisfactions.