Proposed Marketing Strategy to Increase Awareness of Linkaja’s Benefits

The e-wallet industry in Indonesia is growing, with these developments creating intense competition. LinkAja one of the which was launched 2019. initiated by BUMN (State-owned enterprises) and HIMBARA bank association). LinkAja’s total awareness quite high compared to its competitors, but just some customer regularly uses it. It clear that although consumers are aware brand, they unfamiliar benefits. purpose this study propose a suitable marketing strategy increase benefit expected initiation increasing number active users. Researchers use qualitative quantitative methodologies conducting research. Data collection done interviews employees, distributing questionnaires customers, also collecting other supporting data. External internal analysis carried out map SWOT analysis. tools used perform external PEST (Political, Economic, Social, Technological) analysis, Porter’s Five Forces, While STP (Segmenting, Targeting, Positioning) mix. proposed new using TOWS matrix derived from There eight strategies classified into mix variables represent, product, price, place, promotion. Some optimizing as solution for transformation conventional payments digital payments, promotions form free transfer fees top-up fees, expanding marketplace payment method, highlighting competitive advantage product value win market