188 THE INDONESIAN JOURNAL OF BUSINESS ADMINISTRATION Vol. 1, No. 3, 2012: 188-194 INTEGRATED MARKETING COMMUNICATION TO ENHANCE ACTIVE USER OF INTERNET BANKING SERVICE CASE STUDY BANK XYZ Larasati Prawitasari and Herry Hudrasyah School of Business and Management Institute Teknologi Bandung, Indonesia Larasati.prawitasari@sbm-itb.ac.id Abstract— Internet banking is a form of self-service technology. In the global banking business, Internet banking has a big role for doing the business. In developing country, Internet banking received relatively little attention although has been deployed for years. Only 3% of customer Bank XYZ in Indonesia using Internet banking service actively, although has been 9 years Bank XYZ introduced Internet banking service. This study addressed what factor that drives and influences Internet banking acceptance, why Internet banking does not seems quite attractive to customer and how banks manage their Internet banking. SWOT analysis of Bank XYZ and customer toward Internet banking service is mapped in order to see the connection between them and determine the root causes. The alternative solution for Bank XYZ problem is a marketing communication strategy to educate the customer about the importance of doing transaction through internet banking which is easy and practical. The approaching concept to develop marketing communications programs are Interest, Search, Action, Share, and Loyal. Some alternative programs are developed based on that approach concept. At the end there are two scenarios of recommended program. The implementation of the recommended program as the business solution, formed in an activity planning schedule and human resources needed for each recommended scenarios. Keywords: Bank, Internet Banking, Integrated Marketing Communication I. INTRODUCTION The incredible growth of the Internet is changing the way corporations conduct business with consumer. The banking industry is no exception. Technology developments are nowadays capable to enhance the service level to customers. One of the technologies is Internet banking service.Internet banking is financial services accessed via the Internet's World Wide Web.It cost less for the bank instead of building the new branch which equipped with tellers and PCs. Internet Banking makes customer possible toconduct transaction very often, since internet more easily accessible even with mobile phone. Bank XYZhas been offered the internet banking (IB) product since nine years ago. IB of Bank XYZ is designed to shifting transaction for existing customer who always uses the ATM or Teller of branch. Internet banking service has a benefit for both of customer as user and bank as provider. This service allowed customer doing transaction easy, fast, anytime, anywhere and of course safety. For Bank XYZ, IB has offered minimizing cost operation of banks. ApparentlyBank XYZ customer still hesitates to adopt Internet banking. Up to now, Bank XYZ has been offering internet banking to customer for nine years. The appraisal of this product shows that its customer acceptance is relatively low.At the end 2011, total registered user Internet banking service of Bank XYZ is 1.575.000 user. But the active user, people who accesses IB within 3 month, is only 363.000 users (23%). The largest numbers of IB user were in Jakarta of 660.000 (42%), but only 31% of registered users in Jakarta that active using IB service regularly and continuously. On the other hand, Bank XYZ had spent large amount of money to setup internet banking and feature development in hopes the facility can facilitate customer transactions, both for the advancement of their business or their daily needs. Therefore, this low amount of user active of internet banking service in Bank XYZ need to be analyzed more deeply and discovered the root of the problem. By knowing the root of the problem, will know the right strategy for Bank X, especially in Internet banking service to give advantage for both of customer as user and bank as service provider. II. BUSINESS ISSUE EXPLORATION The main issue that Bank XYZ currently faces about their internet banking service is the customer acceptance of internet banking service that relatively low even though the amount of registered user keep rising. The following analysis is needed to identify one or several significant factor affecting the business issues. A. Conceptual Framework Conceptual frameworkto explore those issues containsofcompany internal and external condition