Strategi Pemasaran Produk Baru BNI Kids Mobile dalam Upaya Meningkatkan Kesadaran Menabung pada Anak Sejak Dini
DOI:
https://doi.org/10.37385/msej.v6i5.8389Keywords:
Pemasaran, BNI Kids Mobile, Meningkatkan Kesadaran Menabung, AnakAbstract
Penelitian ini bertujuan untuk menganalisis bagaimana fitur desain dan strategi pemasaran aplikasi mobile banking ramah anak, BNI Kids Mobile, dapat membentuk kebiasaan menabung dan meningkatkan literasi keuangan pada anak usia 8–15 tahun. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus, melibatkan wawancara mendalam kepada anak-anak, orang tua, serta pihak pendukung lain seperti guru dan komunitas parenting. Pengolahan data dilakukan secara tematik dengan menggunakan software NVivo 12 untuk memetakan node, membangun relasi antar-node, serta menyusun matriks yang menghubungkan temuan lapangan dengan teori utama Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Hasil penelitian menunjukkan bahwa desain visual yang cerah dan interaktif, penggunaan gamifikasi, dan narasi edukatif yang menarik menjadi faktor kunci dalam meningkatkan minat dan konsistensi anak menabung. Orang tua memerlukan kontrol yang fleksibel dan keamanan digital yang kuat. Kesimpulan dari penelitian ini adalah bahwa strategi pemasaran yang efektif melibatkan kolaborasi dengan sekolah dan komunitas parenting, serta penggunaan promosi digital yang berbasis visual dan emosional, yang bersama-sama mampu membangun adopsi aplikasi sekaligus menanamkan nilai edukatif sejak dini.
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