BUSINESS STRATEGY IMPROVEMENT FOR SUPERAPP BTN MOBILE

• Main Author: Rasyidi, Raihan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77202
• Institution: Institut Teknologi Bandung

Digitalization is the process of transforming a business or organization from traditional processes based on physical technology to processes that are more efficient and connected through digital technology. Digitization can include using digital technology to automate and improve operational efficiency, improve accessibility and service quality, and improve communication and collaboration within organizations. Digitalization involves the continuous use of connected software, data, networks and mobile devices to create a business environment that is more integrated and adaptive to the rapidly changing business environment. Bank Tabungan Negara has just inaugurated the launch of its newest mobile banking application, namely SuperApp BTN Mobile. This SuperApp is the latest update for the previous BTN Mobile Banking which has been lagging behind in updates. This application will be the flagship of BTN in providing easy service for its customers. In order to compete with other competitors, BTN should increase their SuperApp awareness. The objective of this research is to explore the factors that influence the adoption of mobile banking and to develop a marketing strategy to increase activation rate and adoption of the technology. The research will focus on identifying the barriers to adoption, understanding the user's perspective and their needs, developing a brand identity that instills trust and credibility, identifying the most effective marketing channels to reach the target audience, optimizing user experience, and measuring the success of the marketing strategy. The research aims to provide insights that can help banks and financial institutions to improve their mobile banking services, increase adoption rates, and enhance the overall customer experience.