Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Kanzun, Fatna
Unknown Affiliation
Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Digital Marketing Strategies to Enhance Bank Competitiveness in the Technology Disruption Era Kanzun, Fatna
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 5 No. 1 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v5i1.3200

Abstract

This research explores technology-based digital marketing strategies implemented by state-owned banks (bank BUMN) to enhance competitiveness in technological disruption. Using a qualitative approach and case research method, the research identifies the critical roles of technologies such as artificial intelligence (AI), big data analytics, and customer relationship management (CRM) systems in creating personalized and relevant customer experiences. The findings reveal that social media, mobile banking applications, and email marketing are the primary channels used in digital marketing strategies. Social media effectively increases brand awareness, while mobile banking applications maintain customer loyalty through interactive features. However, significant challenges such as internal resistance, technological infrastructure limitations, and a lack of cross-departmental coordination hinder these strategies’ implementation. To address these challenges, the research recommends investments in technological infrastructure, staff training, and fostering an adaptive organizational culture to change. These findings provide theoretical contributions by supporting previous literature highlighting the importance of digital technology in marketing and practical contributions in strategic recommendations for state-owned banks. Thus, this research offers in-depth insights into how digital technology can holistically enhance competitiveness and customer experience.
Digital Marketing Strategies to Enhance Bank Competitiveness in the Technology Disruption Era Kanzun, Fatna
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 5 No. 1 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v5i1.3200

Abstract

This research explores technology-based digital marketing strategies implemented by state-owned banks (bank BUMN) to enhance competitiveness in technological disruption. Using a qualitative approach and case research method, the research identifies the critical roles of technologies such as artificial intelligence (AI), big data analytics, and customer relationship management (CRM) systems in creating personalized and relevant customer experiences. The findings reveal that social media, mobile banking applications, and email marketing are the primary channels used in digital marketing strategies. Social media effectively increases brand awareness, while mobile banking applications maintain customer loyalty through interactive features. However, significant challenges such as internal resistance, technological infrastructure limitations, and a lack of cross-departmental coordination hinder these strategies’ implementation. To address these challenges, the research recommends investments in technological infrastructure, staff training, and fostering an adaptive organizational culture to change. These findings provide theoretical contributions by supporting previous literature highlighting the importance of digital technology in marketing and practical contributions in strategic recommendations for state-owned banks. Thus, this research offers in-depth insights into how digital technology can holistically enhance competitiveness and customer experience.
Co-Authors