EVALUASI STRATEGI PENINGKATAN DANA MURAH DAN DIGITAL BANKING DI CIMB NIAGA

DENTA FELLI ANANDA, WAKHID SLAMET CIPTONO MBA, MPM, PhD

2019 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Peran intermediasi perbankan sebagai lembaga penghimpun dana mengalami tantangan dengan berkembangnya teknologi informasi digital yang merambah seluruh industri keuangan, baik bank maupun non-bank. Strategi untuk mengelola porsi dana murah dan mengembangkannya melalui platform digital banking akan menentukan kualitas dan mempengaruhi sejauh mana bank bisa menjalankan peran intermediasi dan mampu memperoleh keunggulan bersaing. Penelitian ini bertujuan untuk mengevaluasi apakah usaha yang dilakukan untuk meningkatkan dana murah dan utilisasi digital banking di PT Bank CIMB Niaga, Tbk telah sejalan dengan strategi perusahaan. Penelitian bersifat kualitatif melalui evaluasi strategi berdasarkan Rumelt framework yang terdiri dari empat tahap yaitu konsistensi (consistency), keunggulan (advantage), kesesuaian (consonance) dan kelayakan (feasible); dengan pendekatan resource based view menggunakan alat analisis kinerja, value chain, VRIO framework, dan konsep market orientation pada beberapa indikator. Hasil penelitian adalah bahwa startegi peningkatan dana murah yang diterapkan telah konsisten, unggul, sesuai dan layak dengan strategi perusahaan. Sementara untuk strategi peningkatan digital banking diperoleh hasil bahwa strategi yang diterapkan telah konsisten, unggul dan sesuai, namun belum sepenuhnya memenuhi kelayakan. Rekomendasi yang diberikan kepada PT Bank CIMB Niaga, Tbk adalah mencantumkan pengelolaan dana murah sebagai item utama KPI karyawan di seluruh direktorat, melakukan penyempurnaan terintegrasi antara platform digital dan platform online pada empat platform digital unggulan yang saat ini sudah berjalan dan mengembangkan produk yang saling berkaitan antara dana murah dan kredit .

Banking intermediation role an institution that gathers fund from society in the form of savings and distributes the fund to the society in the form of credits are experiencing challenges with the development of digital information technology that impact the entire financial industry, both banks and non-banks. Strategies of managing and expanding the low cost fund through digital banking platform will determine quality level achieved and affect the extent to which banks can obtain a competitive advantage. This study aims to evaluate whether strategies and efforts being made to strengthen low cost fund performance and the utilization of digital banking of PT Bank CIMB Niaga Tbk has been in line with the corporate strategy. This study framework is evaluating the strategy through qualitative research based on Rumelt framework, which consists of four stages, namely consistency, advantage, consonance, and feasible; with the approach of the resource based view using performance analysis, value chain, the VRIO framework, and the concept of market orientation on several financial indicators. The results of the study is that the conduct of the strategy to increase low cost funds have been applied consistently, consonance, advance and feasible with the corporate strategy. While the strategy to increase digital banking utilization that adopted has been conduct consistently, superior and fit, but not yet fully meet the feasibility. The recommendations given to the bank is to list down low cost fund portfolio management as one of KPI main item for employees throughout all directorate, do the refinement of integrated platform between digital and on line platform attached to four leading digital platform that are currently running and to develop products that are interrelated between low cost funds and lending product throughout all directorate.

Kata Kunci : Kata kunci : dana murah, digital banking, evaluasi strategi, resource based view