Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)

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Public Relations Strategies to Built Financial Technology (Fintech) Awareness The ‘Koinworks’ Way

Authors
Debby Natalia, Mohammad Shihab
Corresponding Author
Debby Natalia
Available Online October 2018.
DOI
10.2991/icomacs-18.2018.62How to use a DOI?
Keywords
Public Relations, strategies, fintech, KoinWorks
Abstract

Traditional way of financing has been shifted by financial technology. This situation is supported by demands coming from unbanked people and small and medium enterprises (SMEs). By the end of 2016, only 36% of Indonesian adults have an account at the formal financial institution, while 49 million SMEs units were not bankable as shown on Indonesia Fintech Report 2016. As one of financial technology (fintech) players in Indonesia, KoinWorks provides peer-to-peer (P2P) lending system. However, because of the new concept of financial industry, people still have a low awareness of fintech institution, especially Koinworks. This company aims to acquaint to public the advantages of fintech institution utilizing public relations (PR) roles and strategies. Its PR department is expected to reach communication goals, including increasing the brand awareness. This research employed qualitative approach and the data were primarily collected through in-depth interviews with four purposively-chosen participants. This study concluded that all Marketing PR strategies were executed by marketing and public relations and strategies that were optimized to build the brand awareness were events, news, speeches, and sponsorships.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2018
ISBN
10.2991/icomacs-18.2018.62
ISSN
2352-5398
DOI
10.2991/icomacs-18.2018.62How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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TY  - CONF
AU  - Debby Natalia
AU  - Mohammad Shihab
PY  - 2018/10
DA  - 2018/10
TI  - Public Relations Strategies to Built Financial Technology (Fintech) Awareness The ‘Koinworks’ Way
BT  - Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)
PB  - Atlantis Press
SP  - 254
EP  - 257
SN  - 2352-5398
UR  - https://doi.org/10.2991/icomacs-18.2018.62
DO  - 10.2991/icomacs-18.2018.62
ID  - Natalia2018/10
ER  -