Marketing Communication for FinTech - Mobile Payment
Abdul Yusuf (a*), Ratih Hurriyati (b), Heny Hendrayati (b), Puspo Dewi Dirgantari (b)

a) Post Graduate School, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
Fakultas Ekonomi, Universitas Singaperbangsa Karawang,
Jl. HS Ronggowaluyo, Karawang 41361 Jawa Barat - Indonesia
*abdulyusuf[at]upi.edu
b) Post Graduate School, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia

Abstract

Technological advancement is now highly massive and global. Financial improvement brings people to start using FinTech yet in the other side FinTech platforms are in their own struggle with their competitors. The research is aimed to observe and identify the difference between Female and male^s perspective on Indonesian two most popular fintech platforms^ Marketing Communication and to identify the effectiveness of events and experiences marketing, public relations, and personal selling carried out as well. The quantitative research includes an analysis of the difference of 204 reactions of female and male users of both platforms to their performed marketing communications. The results obtained shows that female users slightly appreciate marketing communications performed by the two platforms more than male users do. The three marketing communications are found plausible to the users and working properly as the platforms expected. Additionally, personal selling is the most effective tool based both female and male^s perspective though the others are outstanding in building good image as well.

Keywords: Marketing Communication, FinTech, Digital Wallet

Topic: Marketing Management