Marketing Communication for Fintech – Mobile Payment

DOI

10.2991/aebmr.k.220701.046How to use a DOI?

Keywords

Marketing Communication; Fintech; Mobile Payment

Abstract

The research aimed at observing and identifying the difference between female and male perspectives on Indonesian two most popular fintech platforms’ Marketing Communication, and identifying the effectiveness of events and experiences marketing, public relations, and personal selling carried out. The quantitative research analyzed the difference of 204 reactions of female and male users of both platforms to their performed marketing communications. The results showed that female users slightly appreciate marketing communications performed by the two platforms more than male users because men were skeptical about the goodness or expected quality. The three marketing communications were found plausible to the users and working properly as the platforms expected. Additionally, personal selling was the most effective tool based on female and male perspectives though the others were outstanding in building a good image. This means both platforms genuinely obtain good reactions from both users’ perspectives

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Abdul Yusuf
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
AU  - Puspo Dewi Dirgantari
PY  - 2022
DA  - 2022/07/12
TI  - Marketing Communication for Fintech – Mobile Payment
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 236
EP  - 240
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.046
DO  - 10.2991/aebmr.k.220701.046
ID  - Yusuf2022
ER  -