Effective Marketing Promotions of E-Wallet During the Covid-19 Pandemic: Case Study of Gopay Payment in Indonesia

Abstract

When the COVID-19 pandemic began in Indonesia in March 2020, people avoided going outside and preferred to do all of the activities at home. It impacted the changes in customer behavior on product purchasing from in-store to e-commerce platforms. It followed by the increasing number of online purchases. As the leading e-wallet payment that is accepted on more than a thousand e-commerce sites, GoPay sees this condition as an opportunity. The massive Gopay activities with various campaigns during the pandemic, makes GoPay not focus on the targeted segmentation and affect the unclear message. The research was conducted based on qualitative and quantitative methods. The primary data will be collected through in-depth interviews and for the secondary data will be collected through external data on other research data. The mismatch between targeted user segmentation and GoPay media push chosen made the message not interested in the customer's perspective while the right media push will attract customers and generate higher traffic. By understanding the right customer segmentation, and its behaviour (including purchase behaviour and media consumption), GoPay could create the right promotion campaign offer and win the market in the middle of competitiveness during the COVID-19 pandemic situation.

Keywords: Marketing promotion, ecommerce, customer behavior, customer segmentation, e-wallet payment