The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital


  • Safaruddin Husada LSPR Institute of Communication & Business
  • Akhmad Edhy Aruman LSPR Institute of Communication & Business



blu by BCA Digital, Marketing Communication, Digital Bank, Bank as a Service, BaaS


Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in-one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. This study shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.

Author Biographies

Safaruddin Husada, LSPR Institute of Communication & Business

Drs. Safaruddin Husada, M.I.Kom is a lecturer in the marketing communication study program at the LSPR Institute of Communication & Business, Jakarta. Graduated from Fikom Unpad Journalism in 1991. His postgraduate education was completed in 2012 at Budiluhur University, Jakarta. Born in Bandung, 55 years ago, he previously pursued a professional career as a journalist at SWA Business Magazine Jakarta, then became Community Marketing Manager for McDonald's Indonesia, Public Affairs Manager at PT Ford Motor Indonesia. With more than 20 years of professional experience, he is confident in continuing his career as a lecturer because he has broad practical insight which is useful in providing enrichment to every article or research he produces.

Akhmad Edhy Aruman, LSPR Institute of Communication & Business

Dr. Akhmad Edhy Aruman, M.Si is a professional and educator at The London School of Public Relations (LSPR) Institute of Communication & Business, he is engaged in journalism, public relations, and marketing communication. He has produced numerous publications on development communication, branding, sales promotion, and media relations.


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2024-01-18 — Updated on 2024-01-20


How to Cite

Husada, S., & Aruman, A. E. (2024). The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital. Journal of Communication and Public Relations, 3(1), 27–40. 120243 (Original work published January 18, 2024)