STRATEGI PENINGKATAN DAYA SAING PRODUK WONDR BY BNI

Rachmalia Anggita Sari, . (2025) STRATEGI PENINGKATAN DAYA SAING PRODUK WONDR BY BNI. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Wondr by BNI is the latest digital banking innovation by PT Bank Negara Indonesia (Persero) Tbk, launched to replace BNI Mobile Banking with a more modern, personalized experience aligned with today’s digital lifestyle. This study aims to analyze the competitive position of Wondr by BNI, identify the influencing factors, and propose strategic efforts to enhance its competitiveness in the increasingly crowded digital banking industry. The research adopts a descriptive qualitative method through literature review and secondary data analysis sourced from BNI’s official reports and other reliable publications. The findings reveal that Wondr stands out with its innovative features, modern app design, digital lifestyle integration, and marketing approach that targets younger generations. However, it also faces several challenges such as limited digital literacy among certain user segments, dependency on existing customer loyalty, and tight competition from fintech and other digital banks. Recommended strategies include expanding its digital ecosystem, strengthening customer education, and enhancing brand awareness to ensure sustainable growth.

Item Type: Thesis (Tugas Akhir)
Additional Information: [No.Panggilan: 2210101024] [Pembimbing: Subur] [Penguji 1: Wahyudi] [Penguji 2: Anita Nopiyanti]
Uncontrolled Keywords: Competitiveness, Digital Banking, Marketing Strategy, Wondr by BNI
Subjects: H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Depositing User: RACHMALIA ANGGITASARI
Date Deposited: 23 Jul 2025 13:05
Last Modified: 06 Aug 2025 03:02
URI: http://repository.upnvj.ac.id/id/eprint/38347

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