Articles

Risk Assessment of Neobank in Indonesia: Case Study of Bank Gembira Indonesia

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This research delves into a comprehensive analysis of the risks encountered by Bank Gembira, a notable neobank in Indonesia. Through combining qualitative and quantitative methodologies, this research study identifies and classifies various types of risk, including credit risk, market risk, liquidity risk, and operational risk. In facilitating the prioritization process, the study makes use of Saaty’s Analytic Hierarchy Process (AHP) as instrument. The study highlights the importance of understanding customer behavior in mitigating risks for neobanks and recommends further research on risk assessment in the neobanking sector. The analysis emphasizes the critical role of credit risk and operational risk for Bank Gembira as a neobank. Through AHP calculations, credit default and cyberattacks are identified as the highest priority risks, underscoring the need for robust risk treatment plans to address these high-level risks effectively. Recommendations are proposed to address these risks, such as enhancing credit scoring for P2P lending partners, improving cybersecurity measures, collaborating with regulators, tracking technology updates, partnering with e-commerce platforms, offering promotional programs, developing digital talent programs, and attracting MSMEs customers. Further research on risk assessment in the neobanking sector is suggested to enhance risk management practices and ensure sustainable growth for neobanks like Bank Gembira.

Marketing Communication Strategy to Increase Customer Acquisition in Digital Bank: A Case Study PT Bank Sukses Bersama, Tbk

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Digital banks have emerged as a new phenomenon in Indonesia’s financial services ecosystem. Because it uses technology and provides efficient services, the emergence of the digital bank is expected to be a game changer. In 2021, PT Bank Sukses Bersama, Tbk launched the life-centered Sukses Application, which simplifies, collaborates, and innovates financial management. Bank Sukses Bersama’s transformation from a conventional bank to a digital bank aims to increase its business growth and efficiency. However, since its launch, Bank Sukses Bersama has not attained a cost-to-revenue ratio which would be optimal in comparison to its competitors. The research objectives for this study are to evaluate Bank Sukses Bersama’s market segmentation and find opportunities to increase users by reaching more potential markets through new segmenting, targeting, and positioning, as well as to propose a marketing communication strategy for Bank Sukses Bersama in order to increase customer acquisition to maximize the income and improves Bank Sukses Bersama’s performance. This research utilized both primary and secondary sources of data The primary data was collected through questionnaires targeted for 150 respondents of bank customers in Indonesia. The purpose of the questionnaire is to obtain responses from bank customers in Indonesia regarding digital banks in Indonesia, including their perceptions of Bank Sukses Bersama. This research assessed internal and external analysis of Bank Sukses Bersama in digital banking industry. The suggested Bank Sukses Bersama marketing communication strategy proposes an approach for emphasizing the brand’s value proposition, engaging customers through storytelling and personalization, and utilizing digital platforms and collaborations to increase customer acquisition and retention. This strategy intends to position Bank Sukses Bersama as an innovative and trustworthy digital banking solution in Indonesia through integration with the target population and the bank’s fundamental values. The scope of this study is mainly focus on Bank Sukses Bersama as a digital bank. The company’s identity has been concealed for publicity and reasons related to confidentiality.