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Pertiwi, Rizky Maulani
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Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Impact of Banking Security Features on Marketing Performance: Gold Indonesia 2045 Pertiwi, Rizky Maulani; Sumahardi, Doddi; Indriani, Farida
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.4.2024.337

Abstract

The rise in fraud cases in the banking sector has led to negative market sentiment, which can affect market performance. Prospect Theory highlights how individuals make decisions under conditions of uncertainty. As we know, the development of advanced security features through technological innovation can drive sustainable economic growth, and transparent and reliable security features can help reduce this uncertainty. Therefore, banks must enhance the security features in their savings products. These bank security features include security tokens (hard tokens and soft tokens), Mobile Number Verification (one mobile number registered to one CIF), Safety Mode, cardless accounts (to avoid skimming and card trapping), and biometric validation. The problem is how security features in banking savings products can influence bank marketing in the context of negative market sentiment and Prospect Theory, while also supporting sustainability goals towards Gold Indonesia 2045. To address this issue, this research discusses thematic analysis of interviews to gain in-depth insights into the impact of security features on bank marketing and economic development. This study supports Indonesia's long-term vision by showing how banking security features contribute to the economic stability and growth necessary for achieving the goals set out for 2045.
The Role of Digital Technology in Enhancing Business Productivity in Indonesia: A Study on Bank Rakyat Indonesia Pertiwi, Rizky Maulani; Indriani, Farida
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.391

Abstract

The acceleration of digital transformation has become a crucial element in adapting to the needs of the times. According to a Deloitte survey, 67% of companies that implement digital transformation have proven to be superior compared to competitors that have not adopted digitalization, especially during the Covid-19 pandemic. As one of the leading banks, BRI is also actively promoting digital transformation. Since setting its vision to become The Most Valuable Banking Group in Southeast Asia & Champion of Financial Inclusion by 2025, BRI has consistently strengthened the digitalization aspect within the company. This research employs a qualitative descriptive approach to provide a comprehensive overview of digital transformation strategies and their impact on the company's competitiveness. The main findings of this study indicate that accelerating digital transformation is essential for helping companies adapt to changes and maintain competitive advantage. This research contributes significantly by highlighting the importance of digital transformation as a key strategy for maintaining competitiveness in the era of technological disruption. Moreover, this study supports strategic decision-making for companies, particularly in the banking and financial sectors like BRI, which focuses on strengthening digitalization as part of its long-term vision. These findings also serve as a guide for business leaders in designing effective digital transformation policies for the future.
Co-Authors Farida Indriani Sumahardi, Doddi