Marketing Strategy to Increase Brand Awareness: A Study Case on Digital Loan Application

Indonesia’s fintech industry has continued to experience rapid growth and will emerge as a key participant in the country’s financial sector by 2022-2023. Fintech is an abbreviation for financial technology, which refers to the use of technology to improve the efficacy of financial systems and provide financial services. Indonesia is an ideal environment for the growth of fintech companies due to its large population and swiftly expanding middle class. The widespread adoption of smartphones and internet access has contributed to the expansion of fintech in the nation. The Financial Services Authority (OJK) has implemented measures to promote innovation, safeguard consumers, and maintain financial stability. These rules have facilitated the operation of fintech firms and attracted investment. In Indonesia, mobile payment solutions are one of the fastest-growing areas of fintech. In banking industries, technology is beginning to transform the banking process from traditional banking to digital banking, in which consumers must deliver through innovative technologies such as mobile and internet banking (Abbasi & Weigand, 2017). This issue may be remedied by the emergence of fintech lending. This was bolstered by the high mobile subscription and internet penetration rates relative to Indonesia’s population, which subsequently presented a tremendous opportunity for fintech lending platforms.