Abstract :

In the modern era, the popularity of digital payment methods is rising, including in Indonesia. As a result, financial institutions are creating their own digital payment method channels. It is not uncommon to see multiple QR codes in one cashier. To streamline these methods, Bank Indonesia launched QRIS, integrating all QR codes issued by financial institutions, banks, and e-wallets. Bank Indonesia has further advanced this initiative by facilitating transactions between ASEAN countries, collaborating with the central banks of Thailand, Malaysia, and Singapore to establish QRIS Cross Border. This allows users to utilize their home country’s financial institution apps across these regions.

As one of Indonesia’s leading e-wallets, FILPay needs to develop a targeted marketing strategy to introduce the QRIS Cross Border feature to its users. In order to do so, FILPay need to find out what is the trigger for FILPay users to choose a certain payment channel on their travel to Thailand, Singapore, and Malaysia, the gap between user expectation for the payment method in Thailand, Singapore, Malaysia versus available QRIS Cross Border feature, and the effective key message and channel to introduce the feature to FILPay user.

Through questionnaires and focus group discussions, insights were gathered on users’ payment method choices in Thailand, Malaysia, and Singapore. The most preferred payment method is cash in Thailand, Malaysia, and Singapore, followed by card. User also already figuring out what kind of payment method they want to use before the trip, finding information from social media, friends and family recommendation, and the banner promotion in merchants’ point of transaction. While most FILPay users are aware of the QRIS Cross Border feature, barriers such as previous transaction failures, uncertainty about merchant acceptance, and the perceived ease of alternative methods hinder its use. FILPay user for now cannot see QRIS Cross Border as the most preferred payment method, but they do see the potential of its use on transaction with low basket size.

To address these concerns, FILPay need to create a marketing strategy emphasizing the seamless payment capabilities in Thailand, Malaysia, and Singapore using QRIS. The strategy involves utilizing various channels aligned with user touchpoints when selecting payment methods. FILPay’s communications focus on the feature’s ease of use, convenience, and real-time transaction capabilities. To reach users effectively, FILPay employs multiple marketing channels, including their app and social media platforms. The marketing strategy focus on education FILPay user on QRIS Cross Border and invite user to engage with the marketing materials  to increase consideration. Some in-app channels are also used in order to increase after-transaction interactions.

---

Keywords :

Integrated Payment Method, Marketing Strategy, Overseas Payment Method, QRIS Cross Border.

---

References :

1. Ehrlich, E., & Fanelli, D. (2012). The Financial Services Marketing Handbook: Tactics and techniques that produce results. Bloomberg Press.
2. Embassy of the Republic of Indonesia in Hanoi, the Socialist Republic of Viet Nam. Kementerian Luar Negeri Repulik Indonesia. (n.d.). https://kemlu.go.id/hanoi/en/news/26264/financial-inclusivity-as-foundation-for-sustainable-economic-growth
3. Indonesia, B. (n.d.-a). History of bank Indonesia   // . History of Bank Indonesia. https://www.bi.go.id/en/tentang-bi/sejarah-bi/default.aspx
4. Indonesia, B. (n.d.-b). Sistem Pembayaran & pengelolaan uang rupiah   // . Sistem Pembayaran & Pengelolaan Uang Rupiah. https://www.bi.go.id/id/fungsi-utama/sistem-pembayaran/default.aspx
5. Jakarta, Buletin Statistik ASPI Triwulan 2-2023.
6. Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed).
7. Market research in the marketing plan – three-brains. Three. (2023, July 24). https://www.three-brains.com/marketing/market-research-sk

8. Savira, N. (2019). Gerbang Pembayaran nasional (GPN) Sebagai Salah Satu Sistem Pembayaran di Indonesia. Jurist-Diction, 2(3), 1067. https://doi.org/10.20473/jd.v2i3.14373 ills/market-research-in-the-marketing-plan/
9. Rambure, D., Nacamuli, A. (2008). The Role of Payment Systems in the Economy. In: Payment Systems. Palgrave Macmillan Studies in Banking and Financial Institutions. Palgrave Macmillan, London. https://doi.org/10.1057/9780230227217_5

10. Miązek, A., & Światowiec-Szczepańska, J. (2020). The application of content analysis as a research method in management sciences. In Wydawnictwo Uniwersytetu Łódzkiego eBooks (pp. 159–172). https://doi.org/10.18778/8220-333-2.