DRIVING ORGANIC CUSTOMER ACQUISITIONS THROUGH COMMUNITY MARKETING IN DIGITAL BANKING APPLICATION
The era of Industry 4.0 has transformed production by integrating digital and internet technologies with traditional industries, enhancing efficiency and effectiveness in transactions. In Indonesia, the number of digitally active banking consumers has increased significantly, making up 32% of...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85900 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The era of Industry 4.0 has transformed production by integrating digital and internet technologies
with traditional industries, enhancing efficiency and effectiveness in transactions. In Indonesia,
the number of digitally active banking consumers has increased significantly, making up 32% of
the banked population since 2014. This growth underscores the value of digital consumers to
banks. The sector has become highly competitive, with fintech companies disrupting traditional
banks by offering innovative solutions like e-wallets, loans, and digital payments. Established
banks are investing in digital banking to keep pace with new startups. J Bank, Indonesia's first
digital banking application, offers comprehensive services such as account creation, transactions,
and financial management via smartphone. Targeting tech-savvy individuals with middle to upper
economic status, J Bank provides features like Send It for transactions, QRIS for touchless
payments, and various saving and loan options. Its innovative approach has attracted millennials,
Gen Z, and even seniors, positioning it as a leading digital banking solution. However, J Bank
experienced a significant drop in organic acquisitions from 2020 to 2022, partly due to issues like
fraud and cybercrime, which led to negative sentiment and user attrition. Using qualitative
approach with 6 survey respondents that consist of existing user of J Bank and existing Co.Create
member, and also former J Bank users and former Co.Create members. The objective of this
research is to identify and analyze the key factors that influence customers on the reluctance of
being loyal or become the advocator of J Bank and to propose the organic customer acquisitions
strategies to be applied to J Bank through community engagement in J Bank. This research using
thematic analysis with internal and external analysis to explore the potential solutions. For internal
analysis, the author is using Marketing Mix analysis. Meanwhile for external analysis, the author
is using Porter Five Forces analysis, Competitor analysis, and SWOT analysis. Based on the
analysis, this research proposed several organic customer acquisitions activity to be implemented
in J Bank through community marketing approach |
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