PROPOSED BUSINESS STRATEGY OF BRIMO (BANK RAKYAT INDONESIA MOBILE BANKING) FOR BRI BRANCH OFFICE CIAMIS

• Main Author: Rudi Irawan, Eko
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76947
• Institution: Institut Teknologi Bandung

Bank Rakyat Indonesia (BRI) is one of the largest banking industries owned by the Indonesian government. BRI continues to adapt and transform customer service by adjusting to developments in digital technology and established a banking service platform called BRImo. BRImo has many features, such as the latest User Interface and User Experience, face recognition login, fingerprint login, e-money top-up, QR payments, and other features. Although the features of banking services on BRImo are quite complete, in fact the growth of BRImo users in several rural areas, such as Ciamis district, is still low. The percentage of BRImo users to total customers is 11%, while the target given is 20%. This may happens because micro customers, most of whom live in rural areas, have inadequate internet network facilities, and public education on digital technology is still lagging, so the accessible transaction features offered by BRImo are still tricky to access. Therefore, the purpose of this study is to find the cause of the low growth of BRImo users at the Ciamis branch office and formulate business strategies that should be implemented at the Ciamis branch office to increase BRImo users. The method used in this study is qualitative, where the data obtained is derived from the interview results with BRI customers. Secondary data analysis using the company’s annual report and literature. The conceptual framework used in this research begins with customer analysis and product analysis. From these results, researchers then obtained the results of internal and external analysis. External analysis consists of General Environment Analysis (Political/Legal, Economic, Demographic, Technological, Global, Physical, Socio-Cultural), Industry Environment Analysis (Porter's Five Forces), and Competitor Environment Analysis. Internal analysis through Resources Based View analysis (Financial, Organizational, Facility, Technological, Human, Innovation, Reputational Resources), Value Chain Analysis. From these analyses, the results are summarized in a SWOT Analysis and several components are linked to each other using the TOWS Matrix to derive a suitable strategy. Based on the research conducted in Ciamis district, several causes of the low growth of BRImo users in Ciamis branch office are customer pain in using mobile banking, uncovered by internet access in several rural areas, high rivalry among existing competitors, high threat of substitute products, high threat of new entrants, and lack of BRImo promotion programs. Then, the business strategy that can be implemented at BRI branch office Ciamis to increase BRImo users are “Increase BRImo users in potential rural areas”, “Enhance Digital Ecosystem of micro segment”, “Maintain BRImo’s customer loyalty and retention”, and “Increase BRImo’s brand awareness in limited internet access area”.