STRATEGY BUSINESS IMPROVEMENT FOR PT BRI SHARIA CITARUM BRANCH

• Main Author: Al Zaro, Kemal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50344
• Institution: Institut Teknologi Bandung

The growth of Islamic banking towards market share is still low. As of June 2019, it was 5.95%, while conventional banks were 94.05%. One of them is BRI Sharia Citarum Branch, which is a branch office of the holding company BRI Sharia, located in Bandung. In 2020, BRI Sharia Citarum Branch experienced a decline in performance, namely not achieving funding targets, financing targets, and profit targets. This is due to not being able to take advantage of the millennial young generation as a potential source of company growth and the socialization of sharia products is still low, seeing that the five-year period of BRI Sharia Citarum Branch has only conducted socialization four times. The purpose of this research is to identify and improve the BRI Sharia Citarum Branch strategy by analyzing the company's business environment through external analysis and internal analysis as well as knowing the gaps that occur between service providers and customers as measured through service quality gaps with quantitative methods. Furthermore, the results of the analysis are summarized into a SWOT analysis. After knowing the results of the SWOT analysis from BRI Sharia Citarum Branch, a business strategy that includes a differentiation strategy is formulated by formulating an alternative strategy through the TOWS Matrix which is implemented through a functional strategy in the form of a marketing strategy. Furthermore, these results are implemented at the business level by categorizing the business development which includes Increase Customer and Communication. Furthermore, an Implementation Plan is prepared based on the schedule for the company.