Abstract
This study aimed to determine the inbound marketing strategy of PT Bank Negara Indonesia TapCash. This study used a qualitative method with data collection through interviews with the head of the consumer business division of the card section, managers of digital operations, marketing, and customers of Bank Negara Indonesia. The data analysis technique used SWOT analysis so that internal and external factors could be found. Based on the results of data analysis, the inbound marketing strategy implemented by PT Bank Negara Indonesia to market TapCash had four strategies, namely posting blogs, SEO, advertising and networking, while the inbound marketing strategy that used email had not been applied to TapCash marketing and based on the SWOT analysis,it showed that the strategy inbound marketing in TapCash marketing got quite profitable results because of the greater strength and opportunity factors although the strengths and opportunities generated were not too large compared to the weaknesses and threats, but this was enough to help increase the use of TapCash cards because with an increase in the number of advertisements could increase also the number of transactions and TapCash users.
Highlights
This study aimed to determine the inbound marketing strategy of PT Bank Negara Indonesia TapCash
The emergence of electronic money is an answer to the need for micro-payment instruments which are expected to be able to process payments quickly and at relatively low costs, because in general the value of money stored by these instruments is placed in a certain place that can be accessed quickly off-line, safely. and cheap
Electronic money according to Usman (2017) is money that is converted into electronic data that is stored on a storage medium such as a media server
Summary
The development of payment transactions towards the Cashless Society is an unavoidable direction of change Given this trend and in order to deal with the rapid development of transactions using electronic payments, Bank Indonesia has issued a new regulation for business actors operating in this sector. The difference with debit/credit cards is that e-money does not need to provide information at the time of transaction This makes every bank compete to continuously improve the quality of service in order to fulfill customer desires and satisfaction and maintain customer trust in the Bank so that customers will be loyal to the Bank. The importance of banking services having electronic money is to make it easier for customers to make transactions without having to take cash first at the ATM machine so that it will be faster and save time.
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