EXPLORING INVESTOR BEHAVIOUR AND DECISION MAKING IN ALTERNATIVE INVESTMENTS, CASE STUDY OF BANK BIRU

• Main Author: Rahayu, Eva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77093
• Institution: Institut Teknologi Bandung

The evolution of technology has revolutionised the financial industry, giving rise to financial technology (fintech) and transforming traditional banking practices. Fintech encompasses a wide range of innovative technological solutions that disrupt and enhance financial services, including in wealth service which previously only be able to be accessed by certain banking customers. These advancements have provided investors with increased access to the financial market through a user-friendly investment platform, personalised investment recommendations, simplified processes, and real-time data which influence the investors’ behaviour and decision-making processes. While fintech has introduced disruptive elements to the financial industry with better fees, it takes more time for traditional banking to develop robust wealth management products and systems primarily due to internal resource limitations and long process of approval from internal management and regulators. Hence, instead of competing with fintech, banks actually can benefit by embracing collaboration and partnership with fintech companies in terms of providing gold saving and P2P investment alternatives to achieve internal targets and stay relevant to the customers. The objective of this study is to examine the behaviour and decision-making process of investors in order to gain a deeper understanding of the criteria they use when selecting investment products and alternative options. A qualitative research approach is employed, utilising interviews and documentation as the primary methods for data collection. The sample size for this research was determined based on guidelines provided by Malhotra (2006), resulting in the selection of 10 informants as data sources. To ensure organised data analysis, the researcher opted for Nvivo12, a computer-assisted qualitative data analysis software, and employed content analysis techniques. The findings of this study reveal various perspectives from investors, which subsequently contribute to collaborative proposals to provide gold saving and peer-to-peer lending (P2P) in the variety of banking products as well as the development of product positioning strategies and relevant brand message. Additionally, this research also suggests the continuous branding and effective communication with its target customers through relevant media or events such as client gathering and seminars, personal approach by sales, social media placement, or whatsapp blast. (ER)