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Inbound Marketing Strategy “BNI Tapcash” in the Competition of Electronic Money as a Digital Payment Tool

Economic Education Analysis Journal · Vol. 11 No. 1 (2022) · hlm. 28–41

DOI
10.15294/eeaj.v11i1.48642
ISSN
2502-356X, 2252-6544
Terbit
2022-02-24
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

This study aimed to determine the inbound marketing strategy of PT Bank Negara Indonesia TapCash. This study used a qualitative method with data collection through interviews with the head of the consumer business division of the card section, managers of digital operations, marketing, and customers of Bank Negara Indonesia. The data analysis technique used SWOT analysis so that internal and external factors could be found. Based on the results of data analysis, the inbound marketing strategy implemented by PT Bank Negara Indonesia to market TapCash had four strategies, namely posting blogs, SEO, advertising and networking, while the inbound marketing strategy that used email had not been applied to TapCash marketing and based on the SWOT analysis,it showed that the strategy inbound marketing in TapCash marketing got quite profitable results because of the greater strength and opportunity factors although the strengths and opportunities generated were not too large compared to the weaknesses and threats, but this was enough to help increase the use of TapCash cards because with an increase in the number of advertisements could increase also the number of transactions and TapCash users.

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  • State University of Semarang
  • Universitas Negeri Padang
  • Sultan Idris Education University
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Rekan penulisOrganisasiArtikel bersama
Nana Kariada Tri MartutiState University of Semarang2
Wahid Akhsin Budi Nur SidiqState University of Semarang2
Dhita Prasisca MutiatariState University of Semarang1
Margunani MargunaniState University of Semarang1
Saringatun MudrikahState University of Semarang1
Lola Kurnia PitalokaState University of Semarang1
MargunaniAfiliasi tidak diketahui1
Ahmad SehabuddinState University of Semarang1
Dhita Pracisca MutiatariAfiliasi tidak diketahui1
Dwi Fiska FalisahState University of Semarang1
Nasir NayamSultan Idris Education University1
Yulhendri YulhendriUniversitas Negeri Padang1
Jean Elikal MarnaUniversitas Negeri Padang1
Weni SoftaziaUniversitas Negeri Padang1
JamaludinState University of Semarang1
Harnanik HarnanikState University of Semarang1
Ubaedul MustofaState University of Semarang1
Muhammad Arrizqunnafi' 'AbdillahState University of Semarang1
Arizha Farras RaihanState University of Semarang1
Ahmad BukhoriState University of Semarang1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/eeaj/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Inbound Marketing Strategy “BNI Tapcash” in the Competition of Electronic Money as a Digital Payment Tool</dc:title>
	<dc:creator>Purwati, Retno</dc:creator>
	<dc:creator>Melati, Inaya Sari</dc:creator>
	<dc:description xml:lang="en-US">This study aimed to determine the inbound marketing strategy of PT Bank Negara Indonesia TapCash. This study used a qualitative method with data collection through interviews with the head of the consumer business division of the card section, managers of digital operations, marketing, and customers of Bank Negara Indonesia. The data analysis technique used SWOT analysis so that internal and external factors could be found. Based on the results of data analysis, the inbound marketing strategy implemented by PT Bank Negara Indonesia to market TapCash had four strategies, namely posting blogs, SEO, advertising and networking, while the inbound marketing strategy that used email had not been applied to TapCash marketing and based on the SWOT analysis,it showed that the strategy inbound marketing in TapCash marketing got quite profitable results because of the greater strength and opportunity factors although the strengths and opportunities generated were not too large compared to the weaknesses and threats, but this was enough to help increase the use of TapCash cards because with an increase in the number of advertisements could increase also the number of transactions and TapCash users.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2022-02-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/eeaj/article/view/48642</dc:identifier>
	<dc:identifier>10.15294/eeaj.v11i1.48642</dc:identifier>
	<dc:source xml:lang="en-US">Economic Education Analysis Journal; Vol 11 No 1 (2022): Economic Education Analysis Journal; 28-41</dc:source>
	<dc:source>2502-356X</dc:source>
	<dc:source>2252-6544</dc:source>
	<dc:source>10.15294/eeaj.v11i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/eeaj/article/view/48642/21219</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Economic Education Analysis Journal</dc:rights>
</oai_dc:dc>