Exploring the Attractiveness Banking Products to Gen-Z Case study: Bank Mandiri

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Putri, Fathia Ramadhanesti and Chiara, Siti Yachayu and Djannah, Zaneth Raodtahul (2019) Exploring the Attractiveness Banking Products to Gen-Z Case study: Bank Mandiri. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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As the Millennial generation has matured, they have captured the ongoing interest of financial services provided. Members of “Generation Z”, born beginning in the year 2000, will soon step into the spotlight as they begin to enter adulthood and take on the financial responsibility. As today’s children grow into tomorrow's young adult, all bank has to, understand them and how they want to move and manage money will be able to create strategies and tactics to capture their financial future. While financial institutions might consider Generation Z to be the customers of tomorrow, in many cases they are already the customer of today. With the range age of 15 until 18 years old of respondents, 60% of them have an account at a financial institution, either with their own right or as a joint account with their parents. Other 40% of respondents are rather using “celengan” or put their savings into their own pocket rather than saving them in a financial institution. Consumption of media and advertising is clearly different for this generation. Generation Z uses their phones several times an hour, the influence of social media is a natural progression. This reliance of generation Z on mobile technology and social media are entry points to the financial institution. Even though not every Gen Z are the same level of fascination with the newest technology, they will keep using technology and need modernized banking in the future. The purpose of this research is to identify weather the product and the target market of Bank Mandiri is suitable with millennials nowadays. Doing market research to prove by conducting FDG (Focus Group Discussion) and In-depth interview. Authors can conclude that Bank Mandiri product are less recognizable for teenagers. Authors recommend Bank Mandiri to expand their business to teenagers by expanding their product that suitable with teenagers. Authors also recommend Bank Mandiri to contribute to teenagers’ event for the promotion activity.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 24 Jan 2020 09:56
Last Modified: 24 Jan 2020 09:56
URI: http://repository.ipmi.ac.id/id/eprint/621

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