STRATEGI MENINGKATKAN MARKET SHARE DANA PADA PT BANK MANDIRI AREA PADANG

Abstrak

This study aims to formulate strategies to increase the market share of funds at PT Bank Mandiri Area Padang. The type of research is exploratory qualitative study. Data collection methods include gathering reference materials, interviews, surveys, and focus group discussions (FGD). The research informants consist of the Area Head, Area Transaction and Funding Manager (ATFM), network relationship manager, priority banking manager, and two branch managers of Bank Mandiri Area Padang. This study employs a descriptive analysis method, utilizing the SWOT analysis to determine Internal Factor Evaluation and External Factor Evaluation, which will serve as the basis for formulating alternative strategies using the Internal-External Matrix and SWOT Matrix. The results of the IE Matrix analysis show that the IFE and EFE scores are 2.821 and 2.960, respectively, placing Bank Mandiri Padang Area in cell V (IE Matrix) with the alternative strategy type of hold and maintain. The analysis also showed that Bank Mandiri Area Padang's main strengths lie in its extensive branch network and the use of digital banking through the Livin' and Kopra apps. The analysis also shows that the main strengths of Bank Mandiri Area Padang lie in its extensive branch network and the utilization of digital banking through the Livin' and Kopra applications. The weakness identified is the low penetration of CASA compared to other regions. From an external perspective, opportunities arise from the potential of the local economy. The SWOT analysis produced 16 strategies that can be recommended to increase CASA's market share at Bank Mandiri.

Kata kunci

• Bank Mandiri
• Banking Strategy
• CASA
• IE
• SWOT
• market share
• third party funds