STRATEGI PROMOSI APLIKASI WONDR BY BNI SEBAGAI LAYANAN KEUANGAN DIGITAL PADA GENERASI Z

Abstract

The rapid development of digital technology has accelerated the transformation of banking services towards digital-based platforms. Generation Z represents a strategic segment due to their close engagement with technology and social media. This study aims to analyze the promotional strategy of the Wondr by BNI application as a digital financial service targeting Generation Z at PT Bank Negara Indonesia (Persero) Tbk Regional Office XI Manado. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation with purposively selected informants, including staff of the Regional Digital Business & Payment (RDB) Unit and Generation Z users. Data analysis was conducted using the interactive model of Miles and Huberman, while the AIDA theory (Attention, Interest, Desire, Action) served as the analytical framework. The findings indicate that Wondr by BNI's promotional strategy utilizes social media platforms, influencer collaborations, campus and community engagement, and creative digital content. These strategies effectively attract attention, generate interest, stimulate desire, and encourage action among Generation Z to adopt and recommend the application.