Track: Graduate Student Paper Competition

Abstract

In Indonesia, there are not many MSME’s Banks, so it is demanded that they continue to be improved through digital financial application. This makes the competition in obtaining users so large, that MSME’s Banks must make a strategy to increase the number of application users. This study aims to increase MSME’s users of bank applications. This study uses a qualitative method through in-depth interviews with eight respondents who are directly related to the implementation of MSME’s bank finance strategies. Analysis of interview data using SWOT, IE Matrix, Five Forces' Porters, Fishbone, Grand Strategy Matrix, and QSPM. The results of the study show that the leading MSME’s banks implement a market penetration strategy, because the application has a large market penetration potential from customers who do not yet have an application whose number is still very large, and prospective bank customers who will become application users. Another strategy is to accelerate the introduction of applications to various regions through advertisements and social media to increase public awareness of MSME’s digital bank financial application.