Indonesia Conference Directory

Indonesia has four banking institutions with the status of State-Owned Enterprises namely Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), Bank Tabungan Negara (BTN) dan Bank Mandiri. Facing the marketing 4.0, banks created a mobile banking service to facilitate transactions for customers. BNI mobile banking has the lowest rating of 3.6 on a scale of 5. This study aims to analyze the service marketing mix as a marketing strategy. Data obtained through observation of 100 users of BNI mobile banking service. The results of the factor analysis show that the service marketing mix dimension that has the highest influence is the product with a 95% confidence level. Furthermore, BNI needs to develop mobile banking services on an ongoing basis in accordance with customer expectations.