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All Journal Journal of Social Science PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi
Tongam Sirait
Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa
Economics, Econometrics & Finance Education Social Sciences

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Analysis of Digital Banking Product Marketing Strategies in Enhancing Business Performance (Case Study at Bank BJB) Ahmad Erawan; Tongam Sirait
Journal Of Social Science (JoSS) Vol 3 No 11 (2024): JOSS
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v3i11.379

Abstract

This study investigates the marketing strategies of digital banking products at Bank BJB, aiming to enhance business performance amid increasing competition in Indonesia's banking sector. The introduction outlines the significant transformation in the banking industry due to the rise of digital banking and fintech, emphasizing the necessity for banks to innovate to attract tech-savvy customers, particularly millennials and Generation Z. The research method employed a qualitative approach, utilizing in-depth interviews and document analysis to assess the effectiveness of Bank BJB's marketing strategies, particularly through its BJB Digi application. Results indicate that while Bank BJB has leveraged regional partnerships and diversified its digital services, it faces challenges such as suboptimal user experience and limited market penetration outside its core areas. The discussion highlights the need for improved marketing strategies to enhance customer engagement and business performance. In conclusion, the study recommends that Bank BJB focus on technological innovation, strategic collaborations, and aggressive marketing efforts to strengthen its competitive position in the digital banking landscape, thereby optimizing its service offerings andexpanding its customer base
Pengaruh Pemasaran Digital dan Kualitas Layanan Pendukung Terhadap Kepuasan Pengguna Kendaraan Listrik Nurul Setyorini; Tongam Sirait
Permana : Jurnal Perpajakan, Manajemen, dan Akuntansi Vol. 17 No. 3 (2025): Special Issue
Publisher : Faculty of Economics and Business, University of Pancasakti Tegal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24905/permana.v17i3.1073

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari pemasaran digital melalui aplikasi PLN Mobile dan kualitas layanan pendukung Stasiun Pengisian Kendaraan Listrik Umum (SPKLU) terhadap kepuasan pengguna kendaraan listrik menggunakan metode analisis regresi berganda. Berdasarkan hasil uji regresi linear berganda, diketahui bahwa nilai koefisien determinasi (R²) sebesar 0,632 menunjukkan bahwa 63,2% variasi kepuasan pengguna kendaraan listrik dapat dijelaskan oleh variabel pemasaran digital melalui aplikasi PLN Mobile dan kualitas layanan pendukung SPKLU, sementara 36,8% sisanya dijelaskan oleh faktor lain di luar model. Penelitian ini memiliki arti penting karena belum ada penelitian yang meneliti tentang pengaruh pemasaran digital melalui aplikasi PLN Mobile terhadap kepuasan pengguna kendaraan listrik. 
Co-Authors Ahmad Erawan Nurul Setyorini