PROPOSED SOLUTION DEVELOPMENT TO INCREASE THE ADOPTION OF OCTO MOBILE, A DIGITAL APPLICATION OF PT BANK CIMB NIAGA

• Main Author: Wenus Layola, Gabriella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79719
• Institution: Institut Teknologi Bandung

The rapid technological advancements in the digital age are having an impact across various industries, including finance and banking. This has intensified competition among banks, with the rise of fintech and e-wallet services further enhancing the industry's competitiveness. In response to this challenge, Indonesian banks are actively investing in the development of smartphone banking apps to meet evolving customer needs. Presently, Indonesian customers demonstrate openness to innovative digital economy products, particularly in the digital payments. Capitalizing on market opportunities, CIMB Niaga as one of Indonesia's largest banks with a total capital of 30 trillion rupiah, is strategically leveraging the development of smartphone banking applications through OCTO Mobile. However, in comparison to other banking apps, OCTO Mobile currently exhibits a lower usage rate. According to Consumer Preference Towards Banking and EWallet Apps survey that conducted in 2022 by Populix, OCTO Mobile was in the sixth position with only 5% users which indicates a lack of active users. Therefore, this research aims to identify the root cause and find the most suitable strategy development for OCTO Mobile application. Various methodologies are employed to establish a framework capable of addressing business challenges. This begins with an internal analysis, followed by an examination of the external environment, competitor analysis, and customer analysis. To dive into customer analysis, a survey is conducted utilizing a questionnaire distributed to a sample of respondents. The primary objective of this survey is to ascertain the Perceived Value (PV) of the OCTO Mobile application.