Analysis of cashback promotion in the fintech industry among user interaction
DOI:
https://doi.org/10.12928/fokus.v13i2.8515Abstract
The development of technology and the ease of use of online-based services have given rise to various forms of breakthroughs in the field of new technology in society. This study aims to determine whether cashback promotions can shape customer engagement in the social customer relationship management network on Gopay, OVO, and LinkAja on Twitter. The data used in this study is secondary data, which is tweets containing interactions between Twitter users regarding three fintechs in Indonesia, namely Gopay, OVO, and LinkAja. The total tweet data in all e-wallets is 3,603 from 2018-2022. Data analysis used by researchers uses the social network analysis method by calculating and comparing the network properties of cashback promotional content for the three research objects from 2018-2020 and 2020-2022. The results show that cashback promotional content on the Gopay e-wallet in 2020-2022 has better network property performance to form more optimal customer engagement.
References
Abdillah, L. A. (2020). FinTech E-Commerce Payment Application User Experience Analysis during COVID-19 Pandemic. arXiv preprint arXiv:2012.07750, 7(2), 265–278. https://doi.org/10.15294/sji.v7i2.26056
Adults, M. Y. (2020). Factors Influencing Using E-wallet as a Payment Method among Malaysian Young Adults. Journal of International Business and Management, 3(2), 1–11. https://doi.org/10.37227/jibm-2020-2-21
Al-Rawabdeh, H. O., Ghadir, H., & Al-Abdallah, G. (2021). The Effects of User Generated Content And Traditional Reference Groups On Purchase Intentions of Young Consumers: A Comparative Study On Electronic Products. International Journal of Data and Network Science, 5(4), 691–702. https://doi.org/10.5267/j.ijdns.2021.7.012
Anggraini, N., & Suroyo, H. (2019). Comparison of Sentiment Analysis against Digital Payment “T-Cash and Go-Pay” in Social Media Using Orange Data Mining. Journal of Information Systems and Informatics, 1(1), 152–163. http://doi.org/ 10.33557/journalisi.v1i2.21
Anisah, N., & Crisnata, H. F. (1970). Analisis Tingkat Literasi Keuangan Pengguna Fintech Payment OVO. JAD : Jurnal Riset Akuntansi & Keuangan Dewantara, 4(1), 46–58. https://doi.org/10.26533/jad.v4i1.752
Azmi, N. A., Fathani, A. T., Sadayi, D. P., Fitriani, I., & Adiyaksa, M. R. (2021). Social Media Network Analysis (SNA): Identifikasi Komunikasi dan Penyebaran Informasi Melalui Media Sosial Twitter. Jurnal Media Informatika Budidarma, 5(4), 1422. https://doi.org/10.30865/mib.v5i4.3257
Bratawisnu, M. K., & Alamsyah, A. (2019). Social Network Analysis Untuk Analisa Interaksi User Di Media Sosial Mengenai Bisnis E-Commerce. Sosiohumanitas, 21(1), 63–69. https://doi.org/10.36555/sosiohumanitas.v21i1.1000
Bruns, A. (2019). After The ‘APIcalypse’: Social Media Platforms and Their Fight Against Critical Scholarly Research. Information Communication and Society, 22(11), 1544–1566. https://doi.org/10.1080/1369118X.2019.1637447
Chatterjee, S., Chaudhuri, R., Vrontis, D., Thrassou, A., Ghosh, S. K., & Chaudhuri, S. (2021). Social Customer Relationship Management Factors and Business Benefits. International Journal of Organizational Analysis, 29(1), 35–58. https://doi.org/10.1108/IJOA-11-2019-1933
Danisa, T. (2021). Interest In Using E-Wallet On The Millennial Generation In Special Region of Yogyakarta. Jurnal Profita, 9(7), 66–84.
Dewi, F. K., & Ariyanti, M. (2020). Perbandingan User Experience Aplikasi Digital Wallet (Pengguna Go-Pay, OVO, DANA, dan LinkAja) Pada Mahasiswa Bandung. Jurnal Manajemen Teknologi, 19(2), 111–129. https://doi.org/10.12695/jmt.2020.19.2.1
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social Customer Relationship Management: An Integrated Conceptual Framework. Journal of Hospitality Marketing and Management, 28(2), 172–188. https://doi.org/10.1080/19368623.2018.1516588
Fachrurrazy, M., & Siliwadi, D. N. (2020). Regulasi Dan Pengawasan Fintech Di Indonesia: Persfektif Hukum Ekonomi Syariah. Al-Syakhshiyyah: Jurnal Hukum Keluarga Islam Dan Kemanusiaan, 2(2), 154–171. https://doi.org/10.35673/as-hki.v2i2.928
Fikri, M., & Lisdayanti, A. (2020). Influence of Promotion Mix and Perceived Usefulness in Improving the Repurchase Intention of Linkaja Applications. International Journal of Finance & Banking Studies (2147-4486), 9(1), 76–84. https://doi.org/10.20525/ijfbs.v9i1.665
Hasanat, M. W., Hoque, A., Bakar, A., & Hamid, A. (2019). Effect of Customer Relationship Management in Digital Marketing for Customer Satisfaction and Loyalty. International Conference on Business, Accounting, Finance and Economics (BAFE, 2019), 4(1), 167–176.
Hasyim, U., & Ali, H. (2022). Reuse Intention Models Through Customer Satisfaction During the Covid-19 Pandemic: Cashback Promotion and E-Service Quality Case Study: OVO Electronic Money in Jakarta. Dinasti International Journal of Digital Business Management, 3(3), 440–450. https://doi.org/10.31933/dijdbm.v3i3
Hu, F., & Trivedi, R. H. (2020). Mapping Hotel Brand Positioning And Competitive Landscapes By Text-Mining User-Generated Content. International Journal of Hospitality Management, 84. https://doi.org/10.1016/j.ijhm.2019.102317
Iman, N. (2020). The Rise And Rise of Financial Technology: The Good, The Bad, And The Verdict. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1725309
Istanti, E., Sanusi, R., & GS, A. D. (2020). Impacts of Price, Promotion and Go Food Consumer Satisfaction in Faculty of Economic and Business Students of Bhayangkara University Surabaya. Ekspektra : Jurnal Bisnis Dan Manajemen, 4(2), 104–120. https://doi.org/10.25139/ekt.v4i2.3134
Kusumaningrum, D. A., & Setiawan, D. P. (2021). Pengaruh Promo Cashback Berbagai Jenis e-Payment Terhadap Loyalitas Konsumen (Studi Kasus: Chatime Indonesia). Jurnal Disrupsi Bisnis, 4(2), 139-147.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User-Generated Content Presenting Brands On Social Media Increases Young Adults' Purchase Intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447
Murshed, B. A. H., Al-Ariki, H. D. E., & Mallappa, S. (2020). Semantic Analysis Techniques Using Twitter Datasets On Big Data: Comparative Analysis Study. Computer Systems Science and Engineering, 35(6), 495–512. https://doi.org/10.32604/CSSE.2020.35.495
Nugroho, A. P., & Hasibuan, F. R. (2022). Preferensi Produk E-Wallet Di Indonesia (Studi Pada: Go-Pay, Ovo, Dana, Dan Link Aja!). Nusantara: Jurnal Ilmu Pengetahuan Sosial, 9(5), 1571–1579.
Pollack, J., & Matous, P. (2019). Testing The Impact of Targeted Team Building On Project Team Communication Using Social Network Analysis. International Journal of Project Management, 37(3), 473–484. https://doi.org/10.1016/j.ijproman.2019.02.005
Pollio, A., & Cirolia, L. R. (2022). Fintech Urbanism In The Startup Capital of Africa. Journal of Cultural Economy, 15(4), 508–523. https://doi.org/10.1080/17530350.2022.2058058
Putri, D. E., Sinaga, O. S., Sudirman, A., Augustinah, F., & Dharma, E. (2022). Analysis of the Effect of Perceived Ease of Use, Perceived Usefulness, Trust, and Cashback Promotion on Intention to Use E-wallet. International Journal of Economics, Business and Management Research, 06(11), 63–75. https://doi.org/10.51505/ijebmr.2022.61105
Putri, E. (2022). Minat Penggunaan Berulang E-Wallet OVO Yang Dipengaruhi Oleh Persepsi Kemudahan, Persepsi Kemanfaatan Serta Promosi (Studi Kasus Pada Karyawan PT. Bola Intan Elastic). Emabi : Ekonomi Dan Manajemen Bisnis, 1(2), 135–144.
Rabbani, A. P., Alamsyah, A., & Widiyanesty, S. (2020). Analisa Interaksi User Di Media Sosial Mengenai Industri Fintech Menggunakan Social Network Analysis (Studi Kasus: Gopay, OVO Dan LinkAja). Jurnal Mitra Manajemen (JMM Online), 4(3), 341–351. https://doi.org/10.52160/ejmm.v4i3.352
Raninda, R., Wisnalmawati, W., & Oetomo, H. (2022). The Effect of Perceived Usefulness, Perceived Ease of Use, Perceived Security, and Cashback Promotion on Behavioral Intention to the Dana E-Wallet. Jurnal Ilmiah Manajemen Kesatuan, 10(1), 63–72. https://doi.org/10.37641/jimkes.v10i1.1218
Ridhwan, R. M., Moko, W., & Hadiwidjojo, D. (2021). The Impact of E-Brand Experience On E-Brand Loyalty Mediated E-Brand Love And E-Brand Trust. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 132–138. https://doi.org/10.20525/ijrbs.v10i3.1154
Ridzky, D., & Irawan, M. I. (2022). Public Perception of the Use of Digital Wallet In Indonesia Using Social Network Analysis. Proceedings of the 3rd International Conference on Business and Management of Technology, 202, 56–63. https://doi.org/10.2991/aebmr.k.211226.008
Safitri, R., & Andriansyah, M. (2020). Analisis Penerimaan Teknologi Keuangan (Fintech) Terhadap Penggunaan Aplikasi Fintech OVO. Jurnal Mitra Manajemen, 4(4), 538–549. https://doi.org/10.52160/ejmm.v4i4.369
Sahidah, S. (2021). Analisis Aplikasi OVO Sebagai Media Pembayaran Non-Tunai Pada Hypermart Departement Store Banjarmasin (Doctoral dissertation, Universitas Islam Kalimantan).
Sudiatmika, A., Ayu, P., & Purwanti, P. (2020). The Effect of Fintech Transactions, E-Commerce, and Human Resources Quality on the Competitiveness of Small Medium Apparel Industries in Denpasar City. American Journal of Humanities and Social Sciences Research, 3, 184–192.
Susilo, A. Z., Iksan Prabowo, M., Taman, A., Pustikaningsih, A., & Samlawi, A. (2019). A Comparative Study of Factors Affecting User Acceptance of Go-Pay And OVO as a Feature Of Fintech Application. Procedia Computer Science, 161, 876–884. https://doi.org/10.1016/j.procs.2019.11.195
Syafitri, S. (2020). Pengaruh Persepsi Kemudahan Penggunaan, Kepercayaan, Fitur Layanan Terhadap Minat Menggunakan Financial Technology (Fintech) Pada Aplikasi Ovo (Studi Kasus Pada Mahasiswa Feb Upgris Angkatan 2016-2019). In Prosiding Konstelasi Ilmiah Mahasiswa Unissula (KIMU) Klaster Ekonomi.
Yao, Q., Li, R. Y. M., Song, L., & Crabbe, M. J. C. (2021). Safety Knowledge Sharing On Twitter: A Social Network Analysis. Safety Science, 143(June). https://doi.org/10.1016/j.ssci.2021.105411
Zhao, Q., Tsai, P. H., & Wang, J. L. (2019). Improving Financial Service Innovation Strategies For Enhancing China’s Banking Industry Competitive Advantage During The Fintech Revolution: A Hybrid MCDM Model. Sustainability (Switzerland), 11(5), 1–29. https://doi.org/10.3390/su11051419
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Firda Awalul Nurjanah, Rita Ambarwati, Herlinda Maya Kumala Sari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:Â
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).