ANALISIS PERILAKU KONSUMEN PENGGUNA MOBILE BANKlNGud(STUDI KASUS PADA PENGGUNA ABC MOBILE DI DKI JAKARTA PUSAT)ud

摘要

The purpose of this research is to identify customer’s behavior by using mobile banking (Case study ABC Mobile's user). To analyze the factors which impact to the customer's behaviors towards mobile banking service and determine market's strategy to improve ABC's mobile banking service. Total data collected from 150 respondences which consist of following users : mobile's banking ABC Mobile (Bank ABC), SMS Credit Card (CTB), SMS Banking (Bank MND), of PMT Mobile (Bank PMT) and non mobile banking which meet directly located in Central Jakarta. The result of this research are to analyze the service and information acceleration, safe times, reachable mobile's access which are most' of important things for customers to decide when using mobile's banking. The result of the sturdy showed that customer dominant who used mobile banking are men, ages between 31 - 40 years old, University Degree, government employee/BUMN, salary > Rp 2.5 - 5 million/month have been customer beaver 0 - 10 years, have saving> Rp 1 - 5 million frequency visit to bank 1 time/month. big port of then1 were used mobile banking I - 3 times/month at out town in the after to early month. The factors that influencing customers used mobile banking were initiative by themselves. From out of ten attributes has been analyzed toward ABC Mobile, SMS Credit Card, SMS Banking, PMT Mobile and non mobile banking, all the customers believe that SMS Credit Card has better image that ABC Mobile, SMS Banking and PMT Mobile. Some of suggestion can be done by management of the Bank ABC in order to improve product competitively ( 1 ) the existing ABC mobile's features have to be improved such as credit card payment, transfer to other bank, reload prepaid reload phone and so to reload prepaid GSM. (2) competitive price, (3) to improve ABC network system which is quite often off/line and can be use other GSM provider and not only using Telkomsel navigator 64 hence not necessarily to change the existing mobile's number,( 4) in to promote aggressively the existing ABC mobile's banking is to have customer's brand awareness card used by wide spread out throughout all customers and to be socialized to public.