Proposed Marketing Communication Strategy to Increase Online Housing Loan Application Through BTN Properti Platform in PT Bank Tabungan Negara (Persero) Tbk
| Main Authors: | Kurniawan, Didi; School of Business and Management, Institut Teknologi Bandung, Wicaksono, Agung; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4740 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4740/1627 |
Daftar Isi:
- The housing backlog of 13.7 million from 69.2 million households and the increasing number of internet users in Indonesia are both opportunities and challenges for Bank BTN as a government bank that focuses on housing by providing online home purchase facilities through the BTN Properti platform. From January to December 2020 the conversion rate was 0.54%, based on the 2019 average global financial services is 4.43%. The purpose of this study was to determine the cause of the low conversion rate of BTN Properti, the method used in this study was descriptive-analytic by analyzing primary data and secondary data. The results of this research, based on questionnaire data and analysis using The Five A’s concept (Aware, Appeal, Ask, Act, Advocate) found gap values at the Ask and Aware touch points. For business solutions, the author proposes a marketing communication strategy by making improvements to touch point aware and ask, so it is hoped that BTN Properti can provide convenience for consumers, increase BTN income and assist the government in providing housing for the people of Indonesia. Keywords: Marketing communication, BTN Properti platform, The Five A's Concept (Customer Journey)