Kompas.com - 13/10/2021, 21:00 WIB
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Ilustrasi Bank Digital(Shutterstock)
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Kriteria (salah satu): akademisi, pekerja profesional atau praktisi di bidangnya, pengamat atau pemerhati isu-isu strategis, ahli/pakar di bidang tertentu, budayawan/seniman, aktivis organisasi nonpemerintah, tokoh masyarakat, pekerja di institusi pemerintah maupun swasta, mahasiswa S2 dan S3. Cara daftar baca di sini
Daftar di sini Kirim artikel
Editor Amir Sodikin
Oleh: Bagas Adi P*
DIGITALISASI yang sudah lebih dahulu menyambangi industri media tampaknya sudah mulai memasuki industri perbankan. Hal ini bisa kita lihat dari berbagai macam perusahaan teknologi finansial (tekfin) yang muncul saat ini.
Selain itu, tren akuisisi bank kecil untuk dijadikan bank digital juga marak terjadi dalam beberapa waktu terakhir. Sepanjang 2020-2021, terdapat dua bank digital baru hasil akuisisi tadi, yakni Nyala dari OCBC NISP dan TMRW dari UOB Indonesia.
Lantas, apa sebenarnya perbedaan bank digital dengan bank konvensional? Bank digital menawarkan layanan perbankan selayaknya bank konvensional.
Baca juga: Resmi Jadi Bank Digital, BRI Agro Ubah Nama Jadi Bank Raya
Perbedaannya, bank digital memberikan pelayanan secara online penuh, tanpa harus ke kantor cabang seperti bank konvensional. Sebuah konsep baru dan asing bukan? Bagaimana kemudian konsumen memandang hal ini?
Berdasarkan riset yang kami lakukan ke pembaca KG Media, masyarakat masih bingung membedakan “e-wallet”, “internet/mobile banking”, dan “bank digital”.
Dari 613 responden yang berusia minimal 17 tahun, 71 persen di antaranya tidak memahami definisi bank digital, dan hanya 29 saja yang sudah memahami.
Menariknya, sebagian besar responden yang sudah mengetahui perbedaan mengasosiasikan bank digital dengan kata “kemudahan transaksi”. Hal ini berbeda dengan bank konvensional yang lebih dekat dengan kata “menabung”.
Baca juga: Dana Simpanan Dijamin, LPS Minta Masyarakat Tak Khawatir Nabung di Bank Digital
Persepsi positif bank digital
Adapun temuan sem*ntara tersebut menunjukkan persepsi positif masyarakat terhadap bank digital. Persepsi ini berbeda dengan bank konvensional yang cenderung netral.
Menariknya lagi, persepsi tersebut juga diamini oleh responden yang belum pernah menggunakan bank digital. Ini berarti, pengenalan mengenai bank digital sudah berjalan cukup baik.
Persepsi ini juga terbangun berkat kerja keras para pionir bank digital di Indonesia. Mereka secara konsisten memberikan pengalaman positif kepada para penggunanya.
Selain asosiasi positif, image atau citra orang yang menggunakan bank digital juga dipandang secara positif oleh masyarakat.
Adapun image yang muncul ketika seseorang menggunakan bank digital adalah praktis sebanyak 41 persen, keren 12 persen, canggih 10 persen, dan modern 9,6 persen.
Data tersebut menunjukkan bahwa “bank digital” mempunyai korelasi kuat dengan kata “praktis”.
Secara psikologis, Marty Nemko PhD, sebagaimana dikutip dari psychologytoday.com, Jumat (27/7/2018), menyebut orang praktis sebagai orang yang sangat realistis dan mempertimbangkan cost and benefit ratio.
Baca juga: Ini Strategi BSI Maksimalkan Potensi Bisnis pada Sektor Bank Digital
Aspek kemudahan, efisiensi, dan efektivitas merupakan hal yang mereka junjung tinggi. Dalam hal ini, bank digital perlu menyusun produk dan jasa berdasarkan aspek tersebut.
Tampilan aplikasi diusahakan seamless, optimal, dan semudah mungkin. Kurangi tampilan yang terkesan penuh, seperti tombol-tombol yang kurang penting.
Terlalu banyak tombol dan menu menyebabkan paradox of choices. Karena terlalu banyak pilihan, konsumen pun mengalami decision paralysis.
Adapun dari responden yang tahu bank digital, 47 persen di antaranya mengaku pernah menggunakan dan 33 persen mengaku masih menggunakan. Mayoritas pengguna adalah Gen Y atau millenial dan Gen Z atau zoomers.
Alasan memakai bank digital
Secara umum, kedua generasi punya alasan sama ketika memutuskan memakai bank digital, yakni fasilitas yang ditawarkan lebih menguntungkan, dengan rincian Gen Y sebanyak 71 persen dan Gen Z 68 persen.
Perbedaannya, Gen Y lebih tertarik perihal benefit yang ditawarkan (53 persen), sedangkan Gen Z lebih tertarik karena penasaran mencoba produk baru (61 persen).
Baca juga: Simak Tawaran Bunga Deposito Tinggi dari Bank Digital
Research & Analytics KG Media Infografik Persepsi Milenial dan Gen Z terhadap Bank Digital
Melihat data tersebut, penyedia layanan bank digital perlu membedakan pola komunikasi ketika mendekati dua generasi ini. Ketika mendekati Gen Y, pesan yang disampaikan dapat berupa keuntungan yang didapat, tetapi diusahakan tidak terjebak pada tema ini.
Kami merekomendasikan brand untuk membungkus perihal benefit tersebut ke dalam konteks concern Gen Y. Ini mengingat sebagian besar Gen Y sudah memasuki usia awal 30-an.
Storytelling lewat content marketing yang mengangkat concern Gen Y perihal keuangan dan solusi yang ditawarkan bank digital dapat menjadi salah satu pilihan.
Untuk Gen Z, brand dapat memfokuskan pesan pada experience produk dan layanan. Pasalnya, mayoritas generasi ini belum pernah mempunyai pengalaman berinteraksi dengan bank.
Mereka tidak mempunyai memori terkait cara membuka akun di kantor cabang sehingga tidak dapat membandingkan kemudahan membuka akun secara online.
Patokan Gen Z adalah kemudahan membuka akun di bank digital lain. Pada taraf tertentu, kita dapat mengatakan bahwa standar konversi mereka lebih tinggi daripada generasi sebelumnya.
Kondisi pasar bank digital masih sangat terbuka lebar. Potensi untuk tumbuh dan berkembang masih sangat luas.
Dengan memadukan asosiasi dan image bank digital yang cenderung positif disertai dengan brand message yang tepat dan product experience yang seamless, bukan tidak mungkin brand akan lebih cepat merebut pasar. (*Bagas Adi P, Peneliti Research & Analytics KG Media)
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Baca tentang
- Ramai-ramai Bank Digital
Tag
- bank konvensional
- bank digital
- perbedaan bank digital dan bank konvensional
- persepsi gen y dan gen z terhadap bank digital
- penelitian tentang persepsi bank digital
- persepsi milenial terhadap bank digital
Video rekomendasi
Video lainnya
Pilihan Untukmu
`); var wSpecStop = createElementFromHTML(`
Konten disembunyikan.
Muat ulang halaman untuk perbarui rekomendasi.
`); reactionPopup.querySelector('.buttonShare').setAttribute('data-title', item.title); reactionPopup.querySelector('.buttonShare').setAttribute('data-url', itemUrl); reactionPopup.querySelector('.buttonShare').setAttribute('data-campaign', 'AIML_Widget_Desktop'); let userFeedback = new UserFeedback(resultObj.engine['tracker_algsrc'], itemUrl + tracker_params, jxRecHelper, index); reactionPopup.querySelector('.buttonBookmark').addEventListener('click', function() { do_bookmark(itemUrl, index, userFeedback); }); reactionPopup.querySelector('.buttonShare').addEventListener('click', function() { userFeedback.event('share'); }); reactionPopup.querySelector('.buttonNotInterest').addEventListener('click', function() { if (getCookie('kmps_usrid')) { hideThisArt(this); userFeedback.event('not-interested'); } else { const parentAction = this.parentElement.parentElement.parentElement if (!!parentAction) { let indexElement = parentAction.getAttribute('data-index') if (indexElement != 'undefined') { localStorage.setItem('reaction_not_interest_temp', JSON.stringify({ urlpage: items[indexElement].url })) } } window.location.href = "https://account.kompas.com/login/a29tcGFz/" + btoa(window.location.href); } }); /** * trigger action "userFeedback" that user not interest item before, when not interest without login */ if (getCookie('kmps_usrid') && localStorage.getItem('reaction_not_interest_temp')) { const tempUrlNotInterest = JSON.parse(localStorage.getItem('reaction_not_interest_temp')) if (itemUrl == tempUrlNotInterest.urlpage) { userFeedback.event('not-interested'); localStorage.removeItem('reaction_not_interest_temp'); } } wSpecStop.querySelector('.wSpec-stop-undo').addEventListener('click', function() { showThisArt(this); userFeedback.event('un-not-interested'); }); recItem.appendChild(buttonOption); recItem.appendChild(reactionPopup); recItem.appendChild(wSpecStop); } var recItemWrapperA = createElement('a', null, null, null); recItemWrapperA.setAttribute('href', itemUrl + tracker_params); var titleDiv = createElement('h4', null, null, [cssClasses.title]); var titleTextNode = document.createTextNode(item.title); if (item.itemType == 'video') { var iconVideo = createElement('div', null, null, ['icoInline', 'icoVideo']); iconVideo.style.marginRight = '5px'; titleDiv.appendChild(iconVideo); } titleDiv.appendChild(titleTextNode); var sourceDiv = null; if (item.hasOwnProperty('method')) { sourceDiv = createElement('div', null, null, [cssClasses.source], resultObj.engine['type'] + ' . ' + item.method.toUpperCase()); } else { var sourceDiv = createElement('div', null, null, [cssClasses.source], resultObj.engine['type']); } var textWrapper = createElement('div', null, null, [cssClasses.text_wrapper]); textWrapper.appendChild(categoryDiv); textWrapper.appendChild(titleDiv); textWrapper.appendChild(sourceDiv); recItemWrapper.appendChild(imgWrapper); recItemWrapper.appendChild(textWrapper); recItemWrapperA.appendChild(recItemWrapper); recItem.appendChild(recItemWrapperA); widgetWrapper.appendChild(recItem); // hook up the click handler for this item // recItem.onclick = handleClick.bind(null, jxRecHelper, itemUrl + tracker_params, index); recItemWrapperA.onclick = handleClick.bind(null, jxRecHelper, itemUrl + tracker_params, index); }); } // end while var endDate = new Date(); var loadtime = (endDate.getTime() - startDate.getTime()); trackEventGa('AIML Article Recommendation', 'Content Loaded', 'algsrc='+algsrc+',site=MONEY,device=desktop,loadtime=' + loadtime) let domain = window.location.hostname; if(domain=='www.kompas.com'){ var url=window.location.href.split("/"); domain=url[2]+'/'+url[3] } let user_subs_type = "Gues"; let subs_type = ""; let is_lgn = 0; let engine = algsrc; if(getCookie('kmps_usrid')){is_lgn=1}; let time_load = loadtime; resolve(); /*** * JXRECSDK NOTES 3 of 5 - * pass all the info about the items to the rec helper * each one is an object: ALL MANDATORY * div * id * pos */ jxRecHelper.items(widgetItemArr); /*** * JXRECSDK NOTES 4 of 5 - * Call the ready() of the helper object when the recommendation * results have been populated to the widget * (This will register the action=ready event) */ if (resultObj.engine['type'] == 'api-1') { jxRecHelper.ready(resultObj.options.algo + ":" + resultObj.options.version); } else { jxRecHelper.ready(resultObj.engine['type']); } } else { jxRecHelper.error(204); console.error("Error: no recommendation items"); return; } } catch (err) { jxRecHelper.error(901); console.log(err.stack); let domain = window.location.hostname; if(domain=='www.kompas.com'){ var url=window.location.href.split("/"); domain=url[2]+'/'+url[3] } let user_subs_type = "Gues"; let subs_type = "" let is_lgn = 0; let engine = algsrc; if(getCookie('kmps_usrid')){is_lgn=1}; let endDate = new Date(); let time_load = (endDate.getTime() - startDate.getTime()); } }); } const _jxRecSdkURL = 'https://scripts.jixie.media/jxrecsdk.1.0.min.js'; var startDate = new Date(); class OneWidget { constructor() { //this is also the one we will pass to the JX rec helper object when //we instantiate it: //In this implementation most of these come from the options obj //on the publisher page. this._options = { accountid: '9262bf2590d558736cac4fff7978fcb1', pageurl: 'https://money.kompas.com/read/2021/10/13/210055826/bagaimana-brand-bank-digital-mendekati-kalangan-milenial-dan-gen-z', widget_id: '1000183-6xWeiWZFIM', type: 'pages', container: 'rekomendasi-konten-pilihan-untukmu-aiml', keywords: content_tags, title: title, customid: "26", count: 14, }; this._containerId = this._options.container; this._container = document.getElementById(this._containerId); this._engines = [{"url":"https:\/\/recommendation.kgdata.dev\/rec\/kompascom\/api\/v2\/recommendation\/item","method":"POST","pageurl":"https:\/\/money.kompas.com\/read\/2021\/10\/13\/210055826\/bagaimana-brand-bank-digital-mendekati-kalangan-milenial-dan-gen-z","system":"kg","type":"api-2","tracker_params":"?source=widgetML&engine=C","tracker_algsrc":"C","count":14,"page_status":"read","excludeitemids":["20211013210055826"],"multiFormat":true}]; } kickOff() { startDate = new Date(); const rand = Math.floor(Math.random() * 1000); /*const randSystem = Math.floor(Math.random() * 3); this._engine = this._engines[randSystem] if (location.hostname.indexOf('lestari') != -1) { this._engine = this._engines[1] }*/ this._engine = this._engines[0]; this._options.system = this._engine['system'] trackEventGa('AIML Article Recommendation', 'Widget load', 'algsrc=' + this._engine['tracker_algsrc'] + ',site=MONEY,device=desktop') let promJXSDK = fetchJSFileP(_jxRecSdkURL); let thisObj = this; // first we wait on the JX REC SDK to be loaded and initialized let recHelperObj = null; let recResults = null; promJXSDK .then(function() { /*** * JXRECSDK NOTES 1 of 5 - INSTANTIATION OF A JX REC HELPER OBJECT * Call this AFTER JX REC SDK is loaded but BEFORE you call your REC * backend. * * param: MANDATORY options object * options object must at a minimal have * accountid: get from jixie * widgetid: get from jixie * container: DIV ID of the destination div to house the widget * (for jixie widget this is just the options object passed from the page) * * (This will also register the action=load event) */ recHelperObj = jxRecMgr.createJxRecHelper(thisObj._options); let basicInfo = thisObj._options; basicInfo.engine = thisObj._engine if (basicInfo.engine.type == 'api-1') { var options = { count: basicInfo['count'], adpositions: "", keywords: basicInfo['keywords'], title: basicInfo['title'], date_published: "2021-10-13", pagecategory: "MONEY", algo: "mixed" }; if(getCookie('kmps_usrid')){ var kg = { pagetype:basicInfo.engine.page_status, uid:getCookie('kmps_usrid'), ukid:getCookie('kmp_uid') } if(basicInfo.engine.page_status=='read'){ kg['excludeitemids'] = basicInfo.engine.excludeitemids; kg['multiFormat'] = true; } options['additional'] = { kg:kg }; } return recHelperObj.getJxRecommendations(options); } else { return fetchRecommendationsP(basicInfo, recHelperObj.getJxUserInfo()); } }) .then(function(resp) { if (thisObj._engine.type == 'api-3') { recResults = new Object recResults.items = resp.docs.result; } else { recResults = resp; } recResults.engine = thisObj._engine; if (!resp || !recResults.items || recResults.items.length == 0) { /*** * JXRECSDK NOTES 2 of 5 - * Call the error() function on the recHelper when either an error * has occured in the fetching or there are no recommended items * * (This will register the action=error event) */ recHelperObj.error(204); throw "no recommendation results"; } }) .then(function() { // everything is ready (recommendation results, css): document.getElementById("rekomendasi-konten-pilihan-untukmu-aiml").classList.remove("-loading"); document.querySelector('.wSpec-list').remove(); createDisplay(rand, thisObj._container, recResults, recHelperObj) .then(function() { toggleDropdown(); //observe lozad lozad('.lozad', { load: function(el) { el.src = el.dataset.src; el.onload = function() { el.classList.add('fade') } } }).observe() }) }) .catch(function(error) { console.log(`Unable to create recommendations widget ${error.stack} ${error.message}`); }); } } var limit_gtm_ready = 1; function check_gtm_ready() { if ('ga' in window) { // create a new instance of our widget based on the options const newW = new OneWidget(); newW.kickOff(); } else { const timeout_gtm_ready = setTimeout(check_gtm_ready, 500) limit_gtm_ready += 1; if (limit_gtm_ready > 10) { clearTimeout(timeout_gtm_ready); const newW = new OneWidget(); newW.kickOff(); } } } check_gtm_ready() document.querySelector('.wSpec-secret').addEventListener('click', function(e) { e.preventDefault(); let wSl = document.querySelectorAll('.wSpec-source'); if (wSl.length > 0) { for (let i = 0; i < wSl.length; i++) { wSl[i].classList.toggle('show') } } }) function trackEventGa(category, action, label) { if ("ga" in window) { ga(function() { tracker = ga.getAll()[0]; if (tracker) { tracker.send("event", category, action, label); console.log('track event ', category, action, label) } }) } } function formBody(obj) { let formBody = []; for (var property in obj) { let encodedKey = encodeURIComponent(property); let encodedValue = encodeURIComponent(obj[property]); formBody.push(encodedKey + "=" + encodedValue); } return formBody.join("&"); } function getCookie(name) { var name = name + '='; var cookies = decodeURIComponent(document.cookie).split(';'); for (var i = 0; i < cookies.length; i++) { var c = cookies[i]; while (c.charAt(0) == ' ') { c = c.substring(1); } if (c.indexOf(name) == 0) { return c.substring(name.length, c.length); } } } function get_guid(url) { const videoPath = url.match(/\/watch\/(\d+)/); if (videoPath) { return `video.${videoPath[1]}`; } let arrayUrl = url.split('/'); let readPath = arrayUrl.indexOf('read'); if (arrayUrl[readPath + 1] == 'xml') { readPath += 1; } let year = arrayUrl[readPath + 1]; let month = arrayUrl[readPath + 2]; let date = arrayUrl[readPath + 3]; let id = arrayUrl[readPath + 4]; let guid = `.xml.${year}.${month}.${date}.${id}`; return guid; } function toggleDropdown() { let tdd = document.querySelectorAll('[data-dropdown]') if (!!tdd) { tdd.forEach((el) => { el.addEventListener('click', function() { el.parentElement.classList.toggle('-active') let saved = el.parentElement.getAttribute('data-saved') let kmps_usrid = getCookie('kmps_usrid'); if (kmps_usrid && !saved && el.parentElement.classList.contains('-active')) { let url = el.parentElement.getAttribute('data-url'); let guid = get_guid(url); check_bookmark( kmps_usrid, guid ).then(function(resp) { if (resp.hasOwnProperty('total_data')) { if (resp.total_data > 0) { el.parentElement.querySelector('.buttonBookmark').classList.add('-active'); el.parentElement.querySelector('.buttonBookmark').innerHTML = 'Hapus dari tersimpan'; el.parentElement.setAttribute('data-saved', 'true'); } else { el.parentElement.setAttribute('data-saved', 'false'); } } }) } }) document.addEventListener("click", function(e) { // console.log(e.target) if (el.contains(e.target)) { // console.log(tdd) } else { el.parentElement.classList.remove('-active') } }); }); } } function check_bookmark(kmps_usrid, guid) { let url = `https://api.kompas.com/2021/reaction/bookmark/list?kmps_usrid=${kmps_usrid}&guid=${guid}`; return new Promise(function(resolve, reject) { var xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 200) { resolve(JSON.parse(this.responseText)) } }; xmlhttp.open("GET", url, true); xmlhttp.send(); }); } function do_bookmark(pageurl, pos, userFeedback) { const wSpecItem = document.querySelector(`.wSpec-item[data-index="${pos}"]`); const btnBookmark = wSpecItem.querySelector('.buttonBookmark'); const kmps_usrid = getCookie('kmps_usrid'); const guid = get_guid(pageurl); const type = pageurl.match(/\/watch\/(\d+)/) ? 'video' : 'article'; if (kmps_usrid) { if (btnBookmark.classList.contains('-active')) { set_unbookmark({ guid: guid, kmps_usrid: kmps_usrid, type: type }).then(function(resp) { btnBookmark.classList.remove('-active'); btnBookmark.innerHTML = 'Simpan artikel'; reactionToast('Artikel berhasil dihapus dari list yang disimpan'); userFeedback.event('un-save'); }).catch(function(resp) { // message: "Data doesn't exists" if (resp.hasOwnProperty('message') && resp.message.includes('exist')) { btnBookmark.classList.remove('-active'); btnBookmark.innerHTML = 'Simpan artikel'; reactionToast('Artikel berhasil dihapus dari list yang disimpan'); } }) } else { const user_bookmark_url = "https://activity.kompas.com/saved?order=desc"; set_bookmark({ guid: guid, kmps_usrid: kmps_usrid, type: type, publisher: 'kompas', platform: 'desktop' }).then(function(resp) { btnBookmark.classList.add('-active'); btnBookmark.innerHTML = 'Hapus dari tersimpan'; reactionToast('Artikel berhasil disimpan', user_bookmark_url); userFeedback.event('save'); }).catch(function(resp) { // message: "Data already exist" if (resp.hasOwnProperty('message') && resp.message.includes('exist')) { btnBookmark.classList.add('-active'); btnBookmark.innerHTML = 'Hapus dari tersimpan'; reactionToast('Artikel berhasil disimpan', user_bookmark_url); } }) } } else { const login_url = "https://account.kompas.com/login/a29tcGFz/" + btoa(window.location.href); window.location.href = login_url; } } function set_bookmark(data) { const url = "https://api.kompas.com/2021/reaction/bookmark/add"; return new Promise(function(resolve, reject) { const xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 201) { resolve(JSON.parse(this.responseText)); } else if (this.readyState == 4 && this.status == 400) { reject(JSON.parse(this.responseText)); } }; xmlhttp.open("POST", url, true); xmlhttp.setRequestHeader("Content-Type", "application/x-www-form-urlencoded;charset=UTF-8"); xmlhttp.send(formBody(data)); }); } function set_unbookmark(data) { const url = "https://api.kompas.com/2021/reaction/bookmark/delete"; return new Promise(function(resolve, reject) { const xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 200) { resolve(JSON.parse(this.responseText)); } else if (this.readyState == 4 && this.status == 400) { reject(JSON.parse(this.responseText)); } }; xmlhttp.open("POST", url, true); xmlhttp.setRequestHeader("Content-Type", "application/x-www-form-urlencoded;charset=UTF-8"); xmlhttp.send(formBody(data)); }); } class UserFeedback { constructor(engine, pageurl, jxRecHelper, pos) { this.engine = engine; this.pageurl = pageurl; this.jxRecHelper = jxRecHelper; this.pos = pos; } event(feedback) { if (this.engine == 'C') { const xmlhttp = new XMLHttpRequest(); let params = { domain: 'kompas.com', ce_userid: getCookie('kmps_usrid'), ce_sessionid: getCookie('ukid'), ce_pageurl: this.pageurl, engine: 'C', ce_feedback: feedback } xmlhttp.open("GET", 'https://apis.kgdata.dev/v1/aiml/feedback-widgetml' + formatParams(params)); xmlhttp.send(); } else if (this.engine == 'V') { if (feedback == 'share') { this.jxRecHelper.shared(this.pos); } else if (feedback == 'save') { this.jxRecHelper.bookmarked(this.pos); } else if (feedback == 'not-interested') { this.jxRecHelper.hidden(this.pos); } else if (feedback == 'un-not-interested') { this.jxRecHelper.unhidden(this.pos); } } } } function formatParams(params) { return "?" + Object .keys(params) .map(function(key) { return key + "=" + encodeURIComponent(params[key]) }) .join("&") } document.addEventListener("click", function(e){ let dx = document.querySelectorAll('[data-dropdown]') if(dx) { dx.forEach(function(el){ if(el.contains(e.target)) { el.parentElement.classList.toggle('-active') } else { el.parentElement.classList.remove('-active') } }) } })
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Berita Terkait
Penggunaan Bank Digital di Tangan Milenial
Bagaimana Brand Bank Digital Mendekati Kalangan Milenial dan Gen Z?
I am an expert in the field of digital banking and financial technology. I have extensive knowledge and experience in analyzing the trends, challenges, and opportunities in the digital banking sector.
The article discusses various aspects of digital banks and their impact on the banking industry. It covers the differences between digital and conventional banks, consumer perceptions of digital banking, and the preferences of different generational segments, particularly Gen Y and Gen Z.
Digital Banking vs. Conventional Banking
Digital banks offer banking services entirely online, without the need for physical branch visits, while conventional banks operate through physical branches. The article highlights the emergence of various financial technology (fintech) companies and the acquisition of small banks to transform them into digital banks [[1]].
Consumer Perceptions of Digital Banking
The article presents insights from a survey conducted by KG Media, indicating that a significant portion of respondents, particularly those aged 17 and above, are still confused about the definitions of "e-wallet," "internet/mobile banking," and "bank digital." It also reveals that most respondents associate digital banks with "transactional convenience," while conventional banks are more closely associated with "savings" [[1]].
Positive Perceptions of Digital Banking
The survey findings suggest a positive perception of digital banks among consumers, which differs from the neutral perception of conventional banks. The positive perception of digital banks is attributed to the consistent delivery of positive user experiences by digital banking pioneers in Indonesia. Additionally, the image of individuals using digital banks is viewed positively, with associations such as "practical," "cool," "sophisticated," and "modern" [[1]].
Generational Preferences and Usage
The article highlights the preferences and usage patterns of Gen Y (millennials) and Gen Z (zoomers) regarding digital banking. It indicates that both generations are attracted to digital banks due to the perceived benefits and the curiosity to try new products. Gen Y is more interested in the benefits offered by digital banks, while Gen Z is driven by the desire to explore new products and services [[1]].
Brand Strategies for Engaging Millennials and Gen Z
The article recommends different communication strategies for approaching Gen Y and Gen Z. For Gen Y, the focus should be on communicating the benefits within the context of their financial concerns, while for Gen Z, the emphasis should be on product and service experiences. It also suggests that the digital banking market still has significant growth potential, and brands can capitalize on the positive associations and user experiences to capture the market more effectively [[1]].
This comprehensive analysis of digital banking and consumer perceptions provides valuable insights into the evolving landscape of financial services and the strategies required to engage different consumer segments effectively.
