BANKING TECHNOLOGY ADOPTION FOR THE POOR: WHAT CAN SOCIAL MARKETING DO TO IMPROVE?
FAIZATUL HIQMAH
STIE PERBANAS SURABAYA
Abstract
Abstract Purpose – This study aims to explore the contribution of social marketing in financial inclusion in Indonesia that is carried out through Non-Cash Food Assistance program (Indonesia: Bantuan Pangan Non Tunai / BPNT). This study, in particular, provides insight on intended behavior changes and formulates social marketing strategic steps to help change behavior related to the adoption of banking technology. Design/Methodology/Approach – In-depth interviews with 23 beneficiary families were conducted to find out their views on the program, including barriers and their hopes for adopting banking technology. Findings – The key finding of this study is that segmentation and targeting play an important role in the success of voluntary behavior changes in financial activities, which are the main objectives of financial inclusion. Research limitations – This study only used qualitative data. Therefore, the findings may not be generalized beyond the interview with participants and organizations studied. Practical Implications – This study contributes to providing guidance and establishing knowledge about the importance of social marketing in the aspects of segmentation and targeting as the efforts to change the voluntary behavior of the poor people on their financial activities. Originality/Value – This study provides guidance on social marketing application, especially in the field of financial inclusion. This study offers stakeholders and social marketing practitioners several views related to behavior change for good purposes
Keywords: social marketing, financial inclusion, non-cash transaction, technology adoption
Topic: Social and Economic Issues