Weliyanti, Eva and Mahrinasari, Mahrinasari and Hendrawaty, Ernie (2020) Electronic Data Capture (EDC) marketing strategy in an Indonesian state-owned bank. The Future Opportunities and Challenges of Business in Digital Era 4.0. pp. 133-136.

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Official URL: https://bookshelf.vitalsource.com/#/books/97810001...


ABSTRACT: Bank Rakyat Indonesia is one of the Indonesian state-owned banks. Its oper­ ations are supported by the use of EDC (Electronic Data Capture) machines, which are con­ sidered ineffective by its customers. The banking marketing strategy was carried out by employing qualitative methods. After observing and collecting data, measurements were con­ ducted to determine appropriate ideas and strategies for banking marketing by applying SWOT analysis. The purpose of this study was to determine the marketing strategy of EDC Merchant at Bank Rakyat Indonesia, which is compiled based on SWOT. This research was conducted using a descriptive qualitative approach and analyzed by SWOT. The data were obtained from questionnaires filled by EDC users of Bank Rakyat Indonesia. It was found that marketing strategies related to the use of the EDC machine at Bank Rakyat Indonesia should follow alternative diversification strategies. This study indicates that managers at this bank are advised to implement several programs, such as the BRIZZI card sales program in offices or agencies, i.e., BRIZZI Goes to Office, 10% merchant discount promos, and EDC swipes prize lottery.

Item Type: Article
Subjects: H Social Sciences > HG Finance
Date Deposited: 12 Nov 2020 02:13
Last Modified: 12 Nov 2020 02:13
URI: http://repository.lppm.unila.ac.id/id/eprint/24977

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