STRATEGI KORPORASI DALAM MENGHADAPI PENGARUH PERUBAHAN PRILAKU KONSUMEN TERHADAP MINAT TARIK TUNAI DI ATM

Abstract

The development of information technology and payment system innovation leads to the use of payment instruments that are increasingly efficient, safe, comfortable and fast. Based on data on the development of card usage and other electronic money transaction values, the authors want to analyze the Corporate Strategy in the face of the influence of Changes in Consumer Behavior on Interest in Cash Withdrawals at ATM case studies in the ATM Cash Management Services Industry. Data collection is done through questionnaires to the consumers and ATM customers. The data is used as the research sample with SEM analysis using Lisrel. The results of data analysis show that Lifestyle influences changes in consumer behavior and Interest in Cash Withdrawals at ATMs, Ease of Use of Facilities influences changes in behavior consumers and Interest in Cash Withdrawals at ATMs as well as the Attractiveness of Alternative Electronic Money Effects on Interests Withdraw cash at an ATM. SWOT analysis is used to help and obtain and make policies for practical strategies for companies based on internal and external factors owned by the Cash Management Service company by carrying out various policies and improving service quality in accordance with the Service Level Agreement (SLA) required, service innovation continuous service and business diversification and developing digital units or IT Solutions that will be able to anticipate a changing digital era at any time. If things can
well done, the ATM Cash Service company will survive and win the competitive market in the field of cash management services.