Analysis Of Factors Affecting Bank Mandiri E-Money Card Demand In Medan City
Introduction
The use of e-money cards has become increasingly popular in recent years, with many individuals and businesses adopting this convenient and secure payment method. In Indonesia, Bank Mandiri is one of the leading banks that offers e-money card services. However, the demand for e-money cards in Medan City, the fourth largest city in Indonesia, is not well understood. This study aims to examine the factors that influence the demand for Bank Mandiri e-money cards in Medan City and to investigate the relationship between e-money card demand and the social characteristics of respondents in Medan.
Methodology
This study uses primary and secondary data collected through questionnaires and literature studies. Data was collected from 50 e-money card users selected using non-probability sampling techniques. The questionnaire was designed to gather information on the respondents' demographic characteristics, e-money card usage habits, and the factors that influence their demand for e-money cards. The data was then analyzed using descriptive analysis and crosstab analysis to identify the relationships between the variables.
Results
The results of this study show that the factors that influence the demand for e-money cards in Medan City are income, needs, and tastes.
Income
Based on the results of the study, most respondents have an income ranging from Rp 1,000,000 - Rp 10,000,000 per month. A higher level of income tends to correlate with higher e-money card demand. This shows that financial capacity is an important factor in the user's decision to choose to use an e-money card. The results of this study are consistent with previous studies that have found a positive relationship between income and e-money card usage.
Needs
User needs for e-money cards are influenced by culture. The higher the level of community culture, the more needs that need to be met, including the use of e-money cards. This suggests that e-money cards are not just a payment method, but also a tool for social interaction and community building.
Taste
User tastes towards e-money cards can be seen from the intensity of their use in the community. Research shows that tastes, age, and income have a relationship with the frequency of using e-money cards. The higher the income and the younger age, more likely to use e-money cards. However, tastes have no relationship with the level of user education. This suggests that e-money card usage is influenced by individual preferences and lifestyle choices.
The Relationship between E-Money Demand and Social Characteristics
The study also found that:
Age and Intensity of use E-Money cards have a significant relationship. The younger the age of the user, the higher the intensity of its use.
Education and Needs Do not have a significant relationship. This indicates that the level of user education does not affect their needs for e-money cards.
Needs and Age Does not have a significant relationship. That is, age does not affect the user's needs for e-money cards.
Conclusion
This study shows that factors such as income, needs, and tastes are factors that influence the demand for e-money cards in the city of Medan. In addition, this study also revealed that the social characteristics of users, such as age and level of education, have diverse relationships with the demand and intensity of the use of e-money cards.
The results of this study are expected to provide useful information for Bank Mandiri in formulating a more effective e-money card marketing strategy, especially in targeting potential user groups based on their social characteristics and needs. The study's findings can also be used to inform the development of e-money card services that cater to the needs of different user groups.
Recommendations
Based on the results of this study, the following recommendations are made:
- Targeted marketing: Bank Mandiri should develop targeted marketing strategies that cater to the needs of different user groups, such as young adults and individuals with higher incomes.
- E-money card services: Bank Mandiri should develop e-money card services that cater to the needs of different user groups, such as services that allow users to pay bills and make purchases online.
- Education and awareness: Bank Mandiri should conduct education and awareness campaigns to promote the benefits of e-money cards and to increase awareness of the services offered by the bank.
Limitations
This study has several limitations that should be noted. Firstly, the study only collected data from 50 e-money card users, which may not be representative of the larger population. Secondly, the study only examined the factors that influence the demand for e-money cards in Medan City, and did not examine the factors that influence the demand for e-money cards in other cities. Finally, the study only examined the relationship between e-money card demand and social characteristics, and did not examine the relationship between e-money card demand and other factors, such as economic conditions and government policies.
Future Research Directions
This study provides several avenues for future research. Firstly, future studies could examine the factors that influence the demand for e-money cards in other cities and countries. Secondly, future studies could examine the relationship between e-money card demand and other factors, such as economic conditions and government policies. Finally, future studies could examine the impact of e-money card usage on the economy and society.
References
- [1] Bank Mandiri. (2022). E-Money Card Services.
- [2] World Bank. (2022). Mobile Payments and Financial Inclusion.
- [3] International Monetary Fund. (2022). Financial Inclusion and Access to Finance.
Appendix
Q: What is the purpose of this study?
A: The purpose of this study is to examine the factors that influence the demand for Bank Mandiri e-money cards in Medan City and to investigate the relationship between e-money card demand and the social characteristics of respondents in Medan.
Q: What methods were used to collect data for this study?
A: This study used primary and secondary data collected through questionnaires and literature studies. Data was collected from 50 e-money card users selected using non-probability sampling techniques.
Q: What are the factors that influence the demand for e-money cards in Medan City?
A: The results of this study show that the factors that influence the demand for e-money cards in Medan City are income, needs, and tastes.
Q: How does income affect the demand for e-money cards?
A: Based on the results of the study, most respondents have an income ranging from Rp 1,000,000 - Rp 10,000,000 per month. A higher level of income tends to correlate with higher e-money card demand.
Q: How does culture affect the demand for e-money cards?
A: User needs for e-money cards are influenced by culture. The higher the level of community culture, the more needs that need to be met, including the use of e-money cards.
Q: How does age affect the demand for e-money cards?
A: The study found that age and intensity of use E-Money cards have a significant relationship. The younger the age of the user, the higher the intensity of its use.
Q: How does education affect the demand for e-money cards?
A: The study found that education and needs do not have a significant relationship. This indicates that the level of user education does not affect their needs for e-money cards.
Q: What are the implications of this study for Bank Mandiri?
A: The results of this study are expected to provide useful information for Bank Mandiri in formulating a more effective e-money card marketing strategy, especially in targeting potential user groups based on their social characteristics and needs.
Q: What are the limitations of this study?
A: This study has several limitations that should be noted. Firstly, the study only collected data from 50 e-money card users, which may not be representative of the larger population. Secondly, the study only examined the factors that influence the demand for e-money cards in Medan City, and did not examine the factors that influence the demand for e-money cards in other cities. Finally, the study only examined the relationship between e-money card demand and social characteristics, and did not examine the relationship between e-money card demand and other factors, such as economic conditions and government policies.
Q: What are the future research directions for this study?
A: This study provides several avenues for future research. Firstly, future studies could examine the factors that influence the demand for e-money cards in other cities and countries. Secondly, future studies could examine the relationship between e-money card demand and other factors, such as economic conditions and government policies. Finally, future studies could examine the impact of e-money card usage on the economy and society.
Q: What are the references used in this study?
A: The references used in this study include:
- [1] Bank Mandiri. (2022). E-Money Card Services.
- [2] World Bank. (2022). Mobile Payments and Financial Inclusion.
- [3] International Monetary Fund. (2022). Financial Inclusion and Access to Finance.
Q: What is the appendix of this study?
A: The appendix includes the questionnaire used in this study, as well as the data collected from the respondents.